Blending Online and Offline Marketing: Driving Purchasing Decisions at Mancafe

Nazmah Nazmah; Titis Budi Prihatin; Muhammad Abror Dalimunthe; Bambang Harianto; Fajrin Hanif Sani

doi:10.37385/ijedr.v6i2.7293

Authors

Nazmah Nazmah Sekolah Tinggi Ilmu Manajemen Sukma
Titis Budi Prihatin Universitas Muhammadiyah Sumatera Utara
Muhammad Abror Dalimunthe Universitas Muhammadiyah Sumatera Utara
Bambang Harianto Universitas Muhammadiyah Sumatera Utara
Fajrin Hanif Sani Universitas Muhammadiyah Sumatera Utara

DOI:

https://doi.org/10.37385/ijedr.v6i2.7293

Keywords:

Online Marketing Strategy, Offline Marketing Strategy, Purchase Decision

Abstract

In the rapidly evolving digital era, the integration of online and offline marketing strategies has emerged as an effective approach to influencing consumer purchasing decisions. This study explores the implementation of these strategies by Mancafe, a coffee shop in Medan, and their impact on customer purchasing behavior. Using a qualitative case study approach, data were collected through interviews, observations, and document analysis. The findings reveal that online marketing through social media and e-commerce platforms significantly expands customer reach, while offline marketing, particularly through direct customer experiences, plays a crucial role in building trust and loyalty. The synergy of these strategies enhances brand awareness and customer retention. This study provides valuable insights for business owners on optimizing marketing strategies to strengthen competitiveness and improve customer satisfaction

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