Digital Influence of Marketing, Customer Relationship, Consumer Trust and Product Quality Toward the Interest of Buying Consumers in Mediation by Product Information to The Lamany of The Brondong District Cafe (Metod Structural Equation Modeling (SEM) - Partial Least Square (PLS))
DOI:
https://doi.org/10.55927/modern.v4i3.72Keywords:
Digital Marketing, Customer relationship, Consumer Trust, Product Quality, Consumer Purchase Intention, Product InformationAbstract
This study aims to test whether product information acts as a mediator in the influence of digital marketing, customer relationships, consumer confidence, and product quality on consumer buying interest in Labuan Cafe Brondong District. This study uses descriptive quantitative research. The data collection for this thesis was taken through a questionnaire. Respondents in this study were customers of Labuan Cafe Brondong District in December 2024. The method of determining the sample uses the calculation of the slovin formula. The sample processed was 137 questionnaire samples using the Smart PLS version 3.29 program. The research findings indicate that the digital marketing component has a substantial and positive effect on customers' interest in making purchases. Customer engagement plays a crucial and advantageous role in influencing this purchasing interest
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