THE INFLUENCE OF DIGITAL MARKETING ON PURCHASE INTENTIONS AT COFFEE SHOPS: THE MEDIATING ROLE OF CUSTOMER TRUST AND PRICE FAIRNESS

The current research aims to explore the effect of different aspects of digital marketing on the purchasing intentions of consumers in the context of a coffee shop, with specific emphasis on the mediating roles of consumer belief and price fairness perception. Participant sampling for the study involved 130 consumers who visited 27 Palangka Raya-based Central Kalimantan coffee businesses a minimum of once a month. The current research sheds light on the complex relationships between digital marketing factors, consumer belief, and price fairness perception within the context of coffee shop business operations and fills in the gaps identified in earlier literature that indicate that digital marketing does not consistently affect consumer belief as well as their own price fairness perception. The evidence of the study shows that digital marketing has significant positive effects on consumer perceptions of price fairness and consumer trust. Also importantly, consumer trust and price fairness perceptions significantly influence purchasing intentions. The findings of the study imply that the improvement of digital marketing efforts can effectively strengthen consumer trust and improve price fairness perceptions, which in turn result in a greater intent to purchase.