THE INFLUENCE OF DIGITAL MARKETING, SERVICE QUALITY, AND PRODUCT QUALITY ON PURCHASING DECISIONS (IKIO COFFEE CONSUMERS IN MADIUN CITY AND REGENCY)

Abstract

This study aims to analyze the influence of Digital Marketing, Service Quality, and Product Quality on the purchasing decisions of IKIO Coffee consumers in Madiun City and Regency. The phenomenon of increased coffee consumption and the growth of modern coffee shops in Indonesia, including Madiun, makes IKIO Coffee a relevant object of study. IKIO Coffee stands out with its open space concept, creative service, and active digital marketing. A quantitative associative causal research method was employed by distributing questionnaires to 385 IKIO Coffee consumer respondents. Data were analyzed using multiple linear regression. The results indicate that Digital Marketing significantly influences purchasing decisions, suggesting the effectiveness of IKIO Coffee's digital strategies in attracting and retaining customers. However, Service Quality and Product Quality do not significantly influence purchasing decisions, despite consumers rating these qualities as good. This suggests that good quality may have become a baseline expectation rather than a key differentiator. Simultaneously, all three variables significantly influence purchasing decisions, with Digital Marketing being the most dominant factor. The implications of this study emphasize the importance of strengthening Digital Marketing strategies and improving communication and product innovation aspects to maintain consumer loyalty in the face of intense competition.