The Influence of Digital Marketing and Service Quality on The Purchase Decision of Selangit Coffee Products With Customer Satisfaction as A Moderation Variable
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Abstract
Kopi Selangit products are a popular choice among consumers, supported by the implementation of digital marketing and good service quality. This study aims to analyze the influence of digital marketing and service quality on purchasing decisions for Kopi Selangit. with customer satisfaction as a moderating variable. Quantitative data were obtained from an online questionnaire filled out by 40 respondents of Kopi Selangit consumers. Data analysis used Smart PLS 3.0. The results showed that digital marketing and service quality have a positive and significant effect on purchasing decisions. Customer satisfaction also has a significant effect on purchasing decisions. However, customer satisfaction does not moderate the relationship between digital marketing and service quality on purchasing decisions. This finding underscores the importance of digital marketing and service quality in driving purchasing decisions, although not through customer satisfaction moderation. Companies are advised to continue to improve service quality and digital marketing strategies to strengthen customer satisfaction and purchasing decisions.
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