Pengaruh Social Media Marketing dan Inovasi Produk terhadap Minat Berkunjung Kembali Konsumen pada Local Three Cafe di Kota Waingapu
DOI:
https://doi.org/10.58192/profit.v5i2.4582Keywords:
Digital Marketing, Product Innovation, Revisit Intention, SME Cafes, Social Media MarketingAbstract
This study aims to analyze the influence of social media marketing and product innovation on consumers’ revisit intention at Local Three Cafe in Waingapu City. The research employed a quantitative approach using purposive sampling techniques involving 120 respondents who had visited Local Three Cafe and were familiar with the cafe’s promotions through social media. Data were collected through questionnaires using a Likert scale of 1–5 and analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with SmartPLS software. The results indicate that social media marketing has a positive and significant effect on consumers’ revisit intention. In addition, product innovation was also found to have a positive and significant influence on revisit intention. The study further revealed that social media marketing positively affects product innovation. These findings demonstrate that creative, interactive, and informative use of social media can enhance consumer engagement and strengthen customer loyalty. On the other hand, product innovation through menu variations, flavor development, and attractive presentation can improve customer satisfaction and encourage consumers to revisit the cafe. Therefore, digital marketing strategies and product innovation are important factors in improving business competitiveness and sustainability for cafes in Waingapu City.
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