PERAN DIGITAL MARKETING, KUALITAS PRODUK DAN KUALITAS LAYANAN DALAM PENINGKATAN KEPUTUSAN PEMBELIAN ULANG KOPI DISAAT

Abstract

This research investigates how digital marketing, product quality, and service quality impact the repurchase intentions of consumers who buy Kopi Disaat products. The study is driven by the increasing competition in Indonesia’s coffee shop market and the rising consumer preference for coffee served in plastic cups. A quantitative approach was utilized, applying Structural Equation Modeling with Partial Least Squares (SEM-PLS) using SmartPLS 4.0. Data were gathered through purposive sampling from 100 individuals aged 17 or older who had purchased Kopi Disaat at least once. The findings reveal that digital marketing, product quality, and service quality each have a significant and positive influence on customers' decisions to repurchase. Digital marketing proves effective thanks to the convenience of online platforms, while high-quality products and services foster customer loyalty by ensuring reliability and a satisfying service experience. The study offers practical insights for Kopi Disaat's management to boost competitiveness by refining their digital marketing efforts, enhancing product offerings, and consistently delivering high-quality service. Among these factors, ease of access emerged as the most influential, followed by service assurance and performance.