The Impact of Digital Marketing and Product Pricing on Purchase Intention and Customer Satisfaction
DOI:
https://doi.org/10.35877/454RI.qems4120Keywords:
Digital Marketing, Pricing, Purchase Intention, Customer SatisfactionAbstract
This study aims to analyze the impact of digital marketing and pricing on consumer buying interest and customer satisfaction at three bakery shops in Mataram City: Delicious Mooik, Luna Bakery, and Mirasa Bakery. The research method used is descriptive quantitative with a survey approach. A sample of 105 respondents was taken using accidental sampling technique and analyzed using multiple linear regression with the help of SPSS software. The results showed that digital marketing contributed 30.3% to purchase intention, while pricing had a greater influence, at 54%. When combined, the effect increases to 59.8%. Digital marketing also contributed 32% to customer satisfaction, while pricing had a more dominant impact, at 49.8%. Simultaneously, these two variables influence customer satisfaction by 57.2%. Pricing has a more dominant influence than digital marketing on both dependent variables. The implications of this study indicate that bakery businesses in Mataram City need to prioritize competitive pricing strategies, such as ensuring price compatibility with product quality and benefits. On the other hand, optimizing digital marketing by utilizing social media and e-commerce platforms can increase customer interaction and brand trust, thereby supporting increased customer satisfaction and long-term loyalty. This combination of strategies is important to create sustainable competitiveness in the bakery industry.
References
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Kopalle, P. K., Pauwels, K., Akella, L. Y., & Gangwar, M. (2023). Dynamic pricing: Definition, implications for managers, and future research directions. Journal of Retailing, 99(4), 580–593. https://doi.org/10.1016/j.jretai.2023.11.003
Kushariyadi, K., Sihombing, D. A., Husaini, H., Turyadi, I., & Zakaria, M. (2024). Multi Agent Model Analysis in Identifying the Relationship Between Productivity Level, Production Cost and Product Selling Price. International Journal of Engineering, Science and Information Technology, 4(3), 13–17. https://doi.org/10.52088/ijesty.v4i3.514
M. Arpah, Maizar, & Septa Diana Nabella. (2023). The Effect of Trust, Perception of Risk and Security on Consumer Purchase Interest in Lazada (Empirical Study on Students of The Faculty of Economics and Business, Ibn Sina University). International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC), 1(4), 304–316. https://doi.org/10.61990/ijamesc.v1i4.40
Makrides, A., Vrontis, D., & Christofi, M. (2020). The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas. Business Perspectives and Research, 8(1), 4–20. https://doi.org/10.1177/2278533719860016
Mulyana, S. (2021). Pengaruh Harga dan Ulasan Produk Terhadap Keputusan Pembelian Produk Secara Online Pada Online Shopee di Pekanbaru. Jurnal Daya Saing, 7(2), 185–195. https://doi.org/10.35446/dayasaing.v7i2.665
Mulyansyah, G. T., & Sulistyowati, R. (2021). Pengaruh Digital Marketing Berbasis Sosial Media terhadap Keputusan Pembelian Kuliner di Kawasan G-Walk Surabaya. Pendidikan Tata Niaga, 9(1), 1097–1103. https://doi.org/https://doi.org/10.26740/jptn.v9n1.p1097-1103
Munawaroh, M., & Simon, Z. Z. (2023). The Influence of Store Atmosphere, Service Quality, Product Quality, and Price on Customer Satisfaction. Research of Business and Management, 1(1), 35–44. https://doi.org/10.58777/rbm.v1i1.21
Mutia, M., & Soliha, E. (2023). Pengaruh Kualitas Layanan, Persepsi Harga Dan Lokasi Terhadap Kepuasan Pelanggan Di Cliq Plus Semarang. Management Studies and Entrepreneurship Journal (MSEJ), 4(5), 6073–6084. https://doi.org/https://doi.org/10.37385/msej.v4i5.2182
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Rendhy Yosua Putra Sinambela & Agus Hermani DS. (2019). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Minat Beli Ulang Konsumen (Studi Pada Portobello Café Semarang ). Jurnal Ilmu Administrasi Bisnis, 8(3), 231–240. https://doi.org/https://doi.org/10.14710/jiab.2019.24134
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Safitri, S., Yacob, S., & Yuniarti, Y. (2022). The Effect of Digital Marketing and Product Quality on Consumer Purchase Interest in the Marketplace Shopee During Pandemic. Journal of Business Studies and Mangement Review, 5(2), 303–311. https://doi.org/10.22437/jbsmr.v5i2.19026
Saura, J. R. (2021). Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92–102. https://doi.org/10.1016/j.jik.2020.08.001
Shkarlet, S., Dubyna, M., Shtyrkhun, K., & Verbivska, L. (2020). Transformation of the Paradigm of the Economic Entities Development in Digital Economy. WSEAS Transactions on Environment and Development, 16(8), 413–422. https://doi.org/10.37394/232015.2020.16.41
Suarantalla, R. (2023). Dampak Pemasaran Digital terhadap Minat Beli Dengan Citra Merek sebagai Variabel Pemoderasi. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 6(7), 4699–4708. https://doi.org/10.54371/jiip.v6i7.2336
Sudirjo, F. (2023). Marketing Strategy in Improving Product Competitiveness in the Global Market. Journal of Contemporary Administration and Management (ADMAN), 1(2), 63–69. https://doi.org/10.61100/adman.v1i2.24
Suryaningrat, Y., Sutrisno, S., & Ratih, S. D. (2021). Pengaruh Kualitas Produk Dan Penetapan Harga Terhadap Kepuasan Konsumen Air Minum Isi Ulang. Ilmu Ekonomi Manajemen Dan Akuntansi, 2(2), 117–130. https://doi.org/10.37012/ileka.v2i2.734
Tanata, H. F., & Chirstian, S. (2021). Pengaruh Harga dan Promosi Terhadap Minat Beli Produk Hungtata. PERFORMA, 4(6), 94–103. https://doi.org/10.37715/jp.v4i6.1182
Zameer, H., Wang, Y., Yasmeen, H., & Mubarak, S. (2022). Green innovation as a mediator in the impact of business analytics and environmental orientation on green competitive advantage. Management Decision, 60(2), 488–507. https://doi.org/10.1108/MD-01-2020-0065
Alwan, M., & Alshurideh, M. (2022). The effect of digital marketing on value creation and customer satisfaction. International Journal of Data and Network Science, 6(4), 1557–1566. https://doi.org/10.5267/j.ijdns.2022.4.021
Amrulloh, Y., & Dahruji, D. (2023). Pengaruh Harga, Label Halal dan Strategi Pemasaran Terhadap Kepuasan Konsumen Pada Produk Bakso Aci Taubat Food. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 682–697. https://doi.org/10.31955/mea.v7i2.3122
Ariani, F., Sestriyenti, E., Silvia, E. D., & Susanti, R. (2023). Pengaruh Kualita Produk, Harga dan Digital Marketing Terhadap Minat Beli Produk Batik di Kota Sungai Penuh. UPI YPTK Journal of Business and Economics, 8(2), 1–7. https://doi.org/10.35134/jbe.v8i2.239
Arnaud Costinot, & Stephen Martin. (2021). Price Effect On Customer Buying Interest With Customer Satifaction AS Intervening Variables (Case Study of Community Users of Health Facilities in the United States). MEDALION JOURNAL: Medical Research, Nursing, Health and Midwife Participation, 2(3), 86–108. https://doi.org/10.59733/medalion.v2i3.33
Az-Zahra, P., & Sukmalengkawati, A. (2022). Pengaruh Digital Marketing Terhadap Minat Beli Konsumen. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 2008–2018. https://doi.org/10.31955/mea.v6i3.2573
Cornellya, V. W., Hudzafidah, K., & Haidiputri, T. A. N. (2023). Pengaruh Digital Marketing, Customer Relationship Management, dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Kentucky Fried Chicken (KFC) Kota Probolinggo. JUMAD?: Journal Management, Accounting, & Digital Business, 1(1), 41–50. https://doi.org/10.51747/jumad.v1i1.1315
Deb, S. K., Nafi, S. M., & Valeri, M. (2024). Promoting tourism business through digital marketing in the new normal era: a sustainable approach. European Journal of Innovation Management, 27(3), 775–799. https://doi.org/10.1108/EJIM-04-2022-0218
Estensoro, M., Larrea, M., Müller, J. M., & Sisti, E. (2022). A resource-based view on SMEs regarding the transition to more sophisticated stages of industry 4.0. European Management Journal, 40(5), 778–792. https://doi.org/10.1016/j.emj.2021.10.001
Gusti Putu Eka Kusuma, & Komang Herlina Wisarti. (2023). Pengaruh Digital Marketng Dan Kualitas Produk Terhadap Minat Beli Konsumen UD. Eka Karya. ARTHA SATYA DHARMA, 16(2), 10–18. https://doi.org/10.55822/asd.v16i2.298
Innocentius Bernarto, Agus Purwanto, & Ronnie Resdianto Masman. (2022). The Effect of Perceived Risk, Brand Image and Perceived Price Fairness on Customer Satisfaction. Jurnal Manajemen, 26(1), 35–50. https://doi.org/10.24912/jm.v26i1.836
Irawati, Z., & Setiawan, D. (2023). Pengaruh Strategi Pemasaran Digital, Harga dan Kualitas Produk Terhadap Kepuasan Pelanggan Mie Gacoan. Jurnal Informatika Ekonomi Bisnis, 5(3), 657–663. https://doi.org/10.37034/infeb.v5i3.517
Izzah Nur Masyithoh, & Ivo Novitaningtyas. (2021). Pengaruh Digital Marketing Terhadap Minat Beli Konsumen Pada Marketplace Tokopedia. Jurnal Manajemen & Bisnis Kreatif, 7(1), 109–126. https://doi.org/10.36805/manajemen.v7i1.1951
Juniarsih, D., Wulandari, N., Esdhona, H., Ulum, P., & Jesika, S. (2022). Pengaruh Penetapan Harga Dan Lokasi Terhadap Minat Beli Konsumen Ayam Geprek 4 Dara Dusun Suka Jaya. Jurnal Administrasi Sosial Dan Humaniora, 4(4), 64–72. https://doi.org/10.56957/jsr.v4i4.206
Kopalle, P. K., Pauwels, K., Akella, L. Y., & Gangwar, M. (2023). Dynamic pricing: Definition, implications for managers, and future research directions. Journal of Retailing, 99(4), 580–593. https://doi.org/10.1016/j.jretai.2023.11.003
Kushariyadi, K., Sihombing, D. A., Husaini, H., Turyadi, I., & Zakaria, M. (2024). Multi Agent Model Analysis in Identifying the Relationship Between Productivity Level, Production Cost and Product Selling Price. International Journal of Engineering, Science and Information Technology, 4(3), 13–17. https://doi.org/10.52088/ijesty.v4i3.514
M. Arpah, Maizar, & Septa Diana Nabella. (2023). The Effect of Trust, Perception of Risk and Security on Consumer Purchase Interest in Lazada (Empirical Study on Students of The Faculty of Economics and Business, Ibn Sina University). International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC), 1(4), 304–316. https://doi.org/10.61990/ijamesc.v1i4.40
Makrides, A., Vrontis, D., & Christofi, M. (2020). The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas. Business Perspectives and Research, 8(1), 4–20. https://doi.org/10.1177/2278533719860016
Mulyana, S. (2021). Pengaruh Harga dan Ulasan Produk Terhadap Keputusan Pembelian Produk Secara Online Pada Online Shopee di Pekanbaru. Jurnal Daya Saing, 7(2), 185–195. https://doi.org/10.35446/dayasaing.v7i2.665
Mulyansyah, G. T., & Sulistyowati, R. (2021). Pengaruh Digital Marketing Berbasis Sosial Media terhadap Keputusan Pembelian Kuliner di Kawasan G-Walk Surabaya. Pendidikan Tata Niaga, 9(1), 1097–1103. https://doi.org/https://doi.org/10.26740/jptn.v9n1.p1097-1103
Munawaroh, M., & Simon, Z. Z. (2023). The Influence of Store Atmosphere, Service Quality, Product Quality, and Price on Customer Satisfaction. Research of Business and Management, 1(1), 35–44. https://doi.org/10.58777/rbm.v1i1.21
Mutia, M., & Soliha, E. (2023). Pengaruh Kualitas Layanan, Persepsi Harga Dan Lokasi Terhadap Kepuasan Pelanggan Di Cliq Plus Semarang. Management Studies and Entrepreneurship Journal (MSEJ), 4(5), 6073–6084. https://doi.org/https://doi.org/10.37385/msej.v4i5.2182
Razan ElKhatib, R. E., & H. I. Al-Ibrahim, F. A. (2023). The Impact of Social Media on Tourism in Qatar. Revue Internationale de Management, d’Entrepreneuriat et de Communication, 44(2), 2187–2227. https://doi.org/10.59285/rimec.392
Rendhy Yosua Putra Sinambela & Agus Hermani DS. (2019). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Minat Beli Ulang Konsumen (Studi Pada Portobello Café Semarang ). Jurnal Ilmu Administrasi Bisnis, 8(3), 231–240. https://doi.org/https://doi.org/10.14710/jiab.2019.24134
Rizal Nur Qudus, M., & Sri Amelia, N. (2022). Pengaruh Kualitas Produk, Kualitas Layanan, dan Harga Pada Minat Beli Ulang Konsumen Restoran Ayam Bang Dava. International Journal Administration Business and Organization, 3(2), 20–31. https://doi.org/10.61242/ijabo.22.207
Rosário, A., & Raimundo, R. (2021). Consumer Marketing Strategy and E-Commerce in the Last Decade: A Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 3003–3024. https://doi.org/10.3390/jtaer16070164
Safitri, S., Yacob, S., & Yuniarti, Y. (2022). The Effect of Digital Marketing and Product Quality on Consumer Purchase Interest in the Marketplace Shopee During Pandemic. Journal of Business Studies and Mangement Review, 5(2), 303–311. https://doi.org/10.22437/jbsmr.v5i2.19026
Saura, J. R. (2021). Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92–102. https://doi.org/10.1016/j.jik.2020.08.001
Shkarlet, S., Dubyna, M., Shtyrkhun, K., & Verbivska, L. (2020). Transformation of the Paradigm of the Economic Entities Development in Digital Economy. WSEAS Transactions on Environment and Development, 16(8), 413–422. https://doi.org/10.37394/232015.2020.16.41
Suarantalla, R. (2023). Dampak Pemasaran Digital terhadap Minat Beli Dengan Citra Merek sebagai Variabel Pemoderasi. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 6(7), 4699–4708. https://doi.org/10.54371/jiip.v6i7.2336
Sudirjo, F. (2023). Marketing Strategy in Improving Product Competitiveness in the Global Market. Journal of Contemporary Administration and Management (ADMAN), 1(2), 63–69. https://doi.org/10.61100/adman.v1i2.24
Suryaningrat, Y., Sutrisno, S., & Ratih, S. D. (2021). Pengaruh Kualitas Produk Dan Penetapan Harga Terhadap Kepuasan Konsumen Air Minum Isi Ulang. Ilmu Ekonomi Manajemen Dan Akuntansi, 2(2), 117–130. https://doi.org/10.37012/ileka.v2i2.734
Tanata, H. F., & Chirstian, S. (2021). Pengaruh Harga dan Promosi Terhadap Minat Beli Produk Hungtata. PERFORMA, 4(6), 94–103. https://doi.org/10.37715/jp.v4i6.1182
Zameer, H., Wang, Y., Yasmeen, H., & Mubarak, S. (2022). Green innovation as a mediator in the impact of business analytics and environmental orientation on green competitive advantage. Management Decision, 60(2), 488–507. https://doi.org/10.1108/MD-01-2020-0065
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2025-10-31
How to Cite
Ulfitriana, Dewi, N. Y. S., Agustina, A., & Mukhlisin. (2025). The Impact of Digital Marketing and Product Pricing on Purchase Intention and Customer Satisfaction. Quantitative Economics and Management Studies, 6(5), 701–711. https://doi.org/10.35877/454RI.qems4120
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