The Effect of Online Marketing Strategy and Customer Satisfaction on Purchasing Decisions of a Frozen Food SME in Indonesia
Keywords:
online marketing strategy, customer satisfaction, purchasing decision, SME
Abstract
This study analyzes the effect of online marketing strategy and customer satisfaction on purchasing decisions at Cahaya Frozeen Food, a frozen food SME in Central Lampung, Indonesia. A quantitative approach was employed using a survey of 100 consumers selected through the Lemeshow formula. Data were collected using a Likert-scale questionnaire and analyzed with multiple linear regression. The findings indicate that online marketing strategy has a positive and significant effect on purchasing decisions. Customer satisfaction also shows a positive and significant influence on purchasing decisions. Simultaneously, both variables significantly affect purchasing decisions, with a coefficient of determination (R²) of 0.749. These results suggest that optimizing online marketing activities and improving customer satisfaction are essential for increasing purchasing decisions among SME consumers.
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Arifiadna, R. (2022). Pengaruh Strategi Pemasaran Online terhadap Keputusan Konsumen pada Produk UMKM.
Arifiadna, R. (2022). Pengaruh Strategi Pemasaran Online terhadap Keputusan Pembelian.
Arifiadna, R. (2022). Pengaruh Strategi Pemasaran Online terhadap Keputusan Pembelian Produk UMKM di Era Digital. Jurnal Ilmiah Mahasiswa Manajemen (JIMM), 3(2), 45–53. https://ojs.unud.ac.id/index.php/jimm/article/view/56789
Arifiadna, R. (2023). Pengaruh Promosi Online, Nilai Pelanggan dan Kemudahan Transaksi terhadap Keputusan Pembelian pada Frozen Food [UIN Sayyid Ali Rahmatullah]. https://repo.uinsatu.ac.id/
Arikunto, S. (2019). Prosedur Penelitian: Suatu Pendekatan Praktik. Rineka Cipta. https://rineka.com/produk/prosedur-penelitian-sutau-pendekatan-praktik
Badjo, H. N., Mubarok, M. Z., Fitroh, R. M., Kharist, S., Rafliansyah, R., Saputra, R., & Zuraidah, E. (2023). Pengaruh Strategi Pemasaran Online Terhadap Keputusan Pembelian Konsumen. TIN: Terapan Informatika Nusantara, 4(6), 359–366. https://doi.org/10.47065/tin.v4i6.4586
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice. Pearson. https://www.pearson.com/en-us/subject-catalog/p/digital-marketing-strategy-implementation-and-practice/P200000010172/9781292400979
Ciu, Y., Ginting, M., & Tarigan, P. S. (2024). Analisis Keputusan Pembelian Konsumen Frozen Food Berdasarkan Kontribusi Brand Image, Harga dan Promosi (Studi Kasus pada Produk Frozen Food So Good). Jurnal Wira Ekonomi Mikroskil, 14(1), 101–114. https://doi.org/10.55601/jwem.v14i1.1238
Cui, Y., Giunting, M., & Tarigan, P. S. (2023). Pengaruh Kualitas Pelayanan dan Kepuasan Konsumen terhadap Keputusan Pembelian Produk Kuliner di Medan.
Dumitrescu, [Nama Depan], [Penulis Kedua, jika ada], & [Penulis Ketiga, jika ada]. (2012). Peran Analisis Deskriptif sebagai Dasar dalam Membangun Model Regresi pada Penelitian Pemasaran.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2018). Consumer Behavior. Cengage Learning. https://www.cengage.com/c/consumer-behavior-11e-engel/
Fitriani. (2024). Analisis Pengaruh Strategi Digital Marketing terhadap Minat dan Keputusan Pembelian Produk Frozen Food di Surabaya. Jurnal Ekonomi Dan Manajemen Digital, 5(1), 22–33. https://jurnal.untag-sby.ac.id/index.php/EMD/article/view/3124
Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS. Badan Penerbit Universitas Diponegoro.
Kotler, P., & Armstrong, G. (2021). Principles of Marketing. Pearson. https://www.pearson.com/en-us/subject-catalog/p/principles-of-marketing/P200000003414/9780135766590
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Bergerak dari Tradisional ke Digital . Gramedia Pustaka Utama .
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2017). Marketing Management (15th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2020). Marketing Management (15th Edition (ed.)). Pearson Education.
Laudon, K. C., & Traver, C. G. (2020). E-Commerce: Business, Technology, Society. Pearson Education. https://www.pearson.com/en-us/subject-catalog/p/e-commerce-2020-business-technology-society/P200000004416/9780135641187
Leistarii, D., & Rachmawatii. (2020). Peran Kepuasan Konsumen dalam Memediasi Pengaruh Kualitas Layanan terhadap Keputusan Pembelian Online di Marketplace Shopee. Jurnal Manajemen dan Bisnis Digital, 5(2), 112–120.
Oliver, R. L. (2019). Satisfaction: A Behavioral Perspective on the Consumer. Routledge. https://www.routledge.com/Satisfaction-A-Behavioral-Perspective-on-the-Consumer/Oliver/p/book/9781138482463
Putri, P. M., & Marlien, R. . (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 25–36. https://doi.org/10.36778/jesya.v5i1.510
Rahmawati. (2021). Pengaruh Pemasaran Digital pada Keputusan Pembelian Konsumen di Sektor UMKM Kuliner yang Beroperasi di Kota Bandung. (Tidak Ditemukan Nama Jurnal - Placeholder).
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior. Pearson. https://www.pearson.com/en-us/subject-catalog/p/consumer-behavior/P200000003580/9780134734828
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R\&D. Alfabeta. https://alfabeta.co.id/produk/metode-penelitian-kuantitatif-kualitatif-dan-rd
Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Suhardjo, S., Renaldo, N., Sevendy, T., Wahid, N., & Cecilia, C. (2023). Customer Satisfaction with Online Food Delivery Services. Luxury: Landscape of Business Administration, 1(2), 90–101. https://doi.org/10.61230/luxury.v1i2.27
Tjiptono, F. (2020). Strategi Pemasaran. Andi Offset. https://andipublisher.com/produk/strategi-pemasaran-5
Tjiptono, F. (2021). Strategi Pemasaran. Andi Offset.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2020). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill Education. https://www.mheducation.com/highered/product/services-marketing-integrating-customer-focus-across-firm-zeithaml-bitner/M9781260261500.html
Published
2026-02-09
How to Cite
Vanesa Radiani Kalfari, & Riswan. (2026). The Effect of Online Marketing Strategy and Customer Satisfaction on Purchasing Decisions of a Frozen Food SME in Indonesia. International Journal of Business and Quality Research, 4(01), 205-218. https://doi.org/10.63922/ijbqr.v4i01.2952
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