Online Advertising Influences Purchase Intention of Coffee Customers

This research was conducted to influence how much interest there is in buying coffee from customers based on online advertising. In today's digital era, online advertising is one of the most effective marketing strategies in attracting consumer attention, especially through social media platforms, websites, and e-commerce. This study uses a quantitative approach with a survey method on 100 respondents who are active customers of coffee products who are exposed to online advertising . The sample in this study consisted of 100 respondents from Kopi Kenangan Cab consumers or customers. Sutomo Padang City using quantitative techniques. The method for disseminating data is through surveys and distributing questionnaires to Kopi Kenangan consumers. The data analysis method used is multiple regression analysis with SmartPLS version 4. The results of data analysis conclude that variable (1) Online Advertising has a positive and significant effect on Consumer Satisfaction with Kopi Kenangan. (2) Online advertising has a positive and significant effect on purchasing decisions at Kopi Kenangan. (3) Consumer Satisfaction has a positive and significant effect on Purchasing Decisions. (4) Online advertising has a positive and significant effect on consumer satisfaction with consumer satisfaction as an intervening variablein Kopi Kenangan.