Pengaruh Strategi Pemasaran Online pada Kopi Kenangan terhadap Keputusan Pembelian Konsumen

Abstract

This study investigates the influence of online marketing strategies on the purchasing decisions of consumers for Kopi Kenangan. The research aims to identify the extent to which these strategies impact consumer decisions, the most influential factors within the strategies, and the effectiveness of various digital platforms used by Kopi Kenangan. The findings indicate a significant impact of online promotions on consumer purchase decisions, though with a noted negative correlation. This suggests that frequent promotions might lead consumers to hesitate in purchasing, possibly due to perceived over-marketing. The study provides insights into optimizing online marketing strategies to enhance consumer engagement and sales outcomes.