Pengaruh Aktivitas Marketing Terhadap Niat Pembelian Makanan Secara Online Melalui Brand Awareness Dan Customer Trust Pada Restoran: Studi Pada Mahasiswa
DOI:
https://doi.org/10.37385/msej.v7i4.11059Keywords:
Aktivitas Marketing, Brand Awareness, Customer Trust, Minat Pembelian, Makanan Online, Mahasiswa, Restoran, Surabaya.Abstract
Perkembangan teknologi informasi telah mendorong transformasi besar dalam perilaku konsumen, termasuk dalam industri kuliner. Aktivitas marketing yang dilakukan restoran kini tidak hanya terbatas pada promosi tradisional, tetapi juga mencakup berbagai strategi digital untuk menjangkau konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh aktivitas marketing terhadap minat pembelian makanan secara online, dengan mempertimbangkan peran brand awareness dan customer trust sebagai variabel mediasi. Metode penelitian yang digunakan adalah pendekatan kuantitatif melalui penyebaran kuesioner kepada mahasiswa pengguna layanan pesan-antar makanan daring di sekitar lingkungan kampus di Surabaya. Hasil penelitian menunjukkan bahwa aktivitas marketing berpengaruh positif terhadap brand awareness dan customer trust, yang pada akhirnya meningkatkan minat pembelian. Temuan ini menekankan pentingnya strategi pemasaran yang efektif untuk meningkatkan daya saing restoran dalam menghadapi perubahan perilaku konsumen digital, khususnya di kalangan mahasiswa.
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