PENGARUH PEMASARAN DIGITAL DAN KUALITAS PELAYANANTERHADAP KEPUASAN PELANGGAN PADA CAFE DENJAVAS
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Abstract
This study aims to analyze the effect of digital marketing and service quality on
customer satisfaction at Cafe Denjavas in Penajam Paser Utara. This study
utilizes a quantitative approach with a causal associative research method. The
population in this study consists of all customers of Cafe Denjavas, with a
sample size of 150 respondents selected using the simple random sampling
technique. Data were collected through the distribution of questionnaires using
a Likert scale. Data analysis was conducted using Partial Least SquaresStructural Equation Modeling (PLS-SEM) assisted by SmartPLS software. The
results indicate that digital marketing has a positive and significant effect on
customer satisfaction. In addition, service quality also has a positive and
significant effect on customer satisfaction. These findings demonstrate that the
more effective the implementation of digital marketing and the better the service
quality provided, the higher the level of customer satisfaction at Cafe Denjavas.
This study offers practical implications for the management of Cafe Denjavas to
continuously optimize digital marketing strategies through social media and
enhance service quality to create sustainable customer satisfaction and
strengthen competitive advantage amid culinary business competition.
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References
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