Pengaruh Cita Rasa, Kualitas Pelayanan, Digital Marketing Terhadap Keputusan Pembelian Konsumen di Kopi Kenangan Surabaya. (The Influence of Taste, Service Quality, and Digital Marketing on Consumer Purchase Decisions at Kopi Kenangan Surabaya).

Dimas, Rocky Khansa Rakha (2024) Pengaruh Cita Rasa, Kualitas Pelayanan, Digital Marketing Terhadap Keputusan Pembelian Konsumen di Kopi Kenangan Surabaya. (The Influence of Taste, Service Quality, and Digital Marketing on Consumer Purchase Decisions at Kopi Kenangan Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study discusses the influence of taste, service quality, and digital marketing on consumer purchasing decisions at Kopi Kenangan Surabaya. In the context of the growing coffee business in Indonesia, consumer preferences for these factors become crucial in selecting a place to buy coffee. In facing tough competition, Kopi Kenangan is required to continuously improve its product quality and adapt marketing strategies to technological developments. The research method used is descriptive quantitative with a sample of 100 respondents who have purchased at Kopi Kenangan. The analysis results show that taste, service quality, and digital marketing have a significant influence on purchasing decisions. Good taste increases the likelihood of repeat purchases, while satisfying service quality drives purchasing decisions. Furthermore, digital marketing strategies, including the use of social media, search engine marketing, email marketing, and websites, are also proven to be effective in influencing purchasing decisions. This research provides practical contributions to Kopi Kenangan in formulating marketing strategies and improving service quality to maximize customer satisfaction. It is recommended to pay attention to taste tailored to consumer preferences, improve service standards through training, and utilize digital marketing strategies such as social media utilization and user-friendly website management. These findings also emphasize the importance of product innovation and adaptation to digital marketing trends to gain a competitive advantage. It is hoped that, with the implementation of appropriate strategies, Kopi Kenangan can enhance consumer purchasing decisions and strengthen its position in the local coffee market.

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