THE INFLUENCE OF PRODUCT INNOVATION AND SOCIAL MEDIA MARKETING ON CUSTOMER SATISFACTION THROUGH PURCHASE DECISIONS IN THE KOREAN FOOD INDUSTRY (A STUDY ON DAEBAG.E PRODUCTS)

• Prisca Anjalini Dumatubun

  Master's Program in Entrepreneurship Management, School of Business and Management, Universitas Ciputra, Surabaya, Indonesia

• Damelina Basauli Tambunan

  Master's Program in Entrepreneurship Management, School of Business and Management, Universitas Ciputra, Surabaya, Indonesia

Objective: This study aims to examine the influence of Product Innovation and Social Media Marketing on Customer Satisfaction through Purchase Decisions in the Korean food industry, specifically focusing on Daebag.e. Method: A quantitative research method was employed, utilizing a survey with a purposive sampling technique involving 47 respondents who have made repeat purchases of Daebag.e products in Surabaya and Sidoarjo. Data were collected using a structured questionnaire measured with a Likert Scale, and analyzed using the Partial Least Square Method with SmartPLS 4.0. Results: The findings indicate that Product Innovation significantly impacts Customer Satisfaction and Purchase Decisions. Similarly, Social Media Marketing positively influences Customer Satisfaction and Purchase Decisions. Furthermore, Purchase Decisions mediate the relationship between Product Innovation, Social Media Marketing, and Customer Satisfaction. Novelty: This study provides a comprehensive understanding of how Purchase Decisions act as a mediating variable, enhancing the impact of Product Innovation and Social Media Marketing on Customer Satisfaction within the Korean food industry context, particularly for the Daebag.e brand, which has been less explored in existing literature.

C. Cintya Lauren, “Analisis Adaptasi Masyarakat Lokal terhadap Perubahan Sosial dan Tren Budaya di Indonesia Ditinjau dari Perspektif Hukum Adat,” Jurnal Hukum dan HAM Wara Sains, vol. 2, no. 09, pp. 874–884, Sep. 2023, doi: 10.58812/jhhws.v2i09.646.

M. Adistia and S. Sanaji, “Influence Of Social Media Marketing, E-Commerce, and Product Innovation on Marketing Performance (Study on Food and Beverage SMEs in Surabaya),” Journal of Business and Management Review, vol. 3, no. 7, pp. 453–469, Jul. 2022, doi: 10.47153/jbmr37.4272022.

A. T. Utami, “Efisiensi Pasar Bentuk Lemah Pada Pasar Modal Indonesia, Malaysia dan Korea Selatan Periode Krisis Ekonomi Global 2008,” Jurnal Inspirasi Bisnis dan Manajemen, vol. 2, no. 2, p. 101, Dec. 2018, doi: 10.33603/jibm.v2i2.1476.

S. Suharman, “Peluang Pasar dan Konflik Etnik: Kasus Pembakaran Pasar Abepura, Irian Jaya,” Unisia, vol. 16, no. 30, pp. 62–79, Jun. 1996, doi: 10.20885/unisia.vol16.iss30.art5.

C. Zamharira, “TREND MAKANAN KOREA DI BANDA ACEH; PENYELENGGARAAN JAMINAN PRODUK HALAL OLEH LEMBAGA PENGKAJIAN PANGAN, OBAT-OBATAN DAN KOSMETIKA (LPPOM) MPU ACEH,” Jurnal Geuthèë: Penelitian Multidisiplin, vol. 5, no. 2, p. 109, Aug. 2022, doi: 10.52626/jg.v5i2.153.

S. Chung, “How to make the best Ganjang Gejang: The Missional Church Movement in Korea: Evaluation and Proposal,” Ecclesial Futures, vol. 4, no. 1, pp. 6–17, Jun. 2023, doi: 10.54195/ef13613.

S. Hartini, “Peran Inovasi: Pengembangan Kualitas Produk dan Kinerja Bisnis,” Jurnal Manajemen dan Kewirausahaan, vol. 14, no. 1, Apr. 2012, doi: 10.9744/jmk.14.1.83-90.

M. Quintania and S. Sasmitha, “Pengaruh Desain dan Inovasi Produk Terhadap Kepuasan Konsumen dan Dampaknya pada Loyalitas Konsumen (Studi Kasus pada Konsumen Lipstik Wardah Kosmetik Jabodetabek),” Media Ekonomi, p. 26, Jan. 2020, doi: 10.30595/medek.v0i0.9491.

B. Permatasari and S. Maryana, “PENGARUH PROMOSI DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Gerai Baru Es Teh Indonesia di Bandar Lampung),” TECHNOBIZ : International Journal of Business, vol. 4, no. 2, p. 62, Dec. 2021, doi: 10.33365/tb.v4i2.1335.

E. Bivona and M. Cruz, “Can business model innovation help SMEs in the food and beverage industry to respond to crises? Findings from a Swiss brewery during COVID-19,” British Food Journal, vol. 123, no. 11, pp. 3638–3660, Apr. 2021, doi: 10.1108/bfj-07-2020-0643.

I. Ilham, W. Widjaja, I. N. T. Sutaguna, A. Y. Rukmana, and M. Yusuf, “Digital Marketing’s Effect On Purchase Decisions Through Customer Satisfaction,” CEMERLANG : Jurnal Manajemen dan Ekonomi Bisnis, vol. 3, no. 2, pp. 185–202, Apr. 2023, doi: 10.55606/cemerlang.v3i2.1154.

N. T. Hariyanti, E. T. D. Rudijanto W.W, and E. Siswanto, “Effect of Perceived Price and Brand Image on Purchase Decision through Customer Satisfaction, a Study on Azarine Buyers in Malang City,” Journal of Business Management and Economic Development, vol. 1, no. 02, pp. 291–297, Aug. 2023, doi: 10.59653/jbmed.v1i02.147.

H.-H. Chang and J.-W. Su, “Sustainable consumption in Taiwan retailing: The impact of product features and price promotion on purchase behaviors toward expiring products,” Food Qual Prefer, vol. 96, p. 104452, Mar. 2022, doi: 10.1016/j.foodqual.2021.104452.

M. Hasan and M. S. Sohail, “The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands,” J Int Consum Mark, vol. 33, no. 3, pp. 350–367, Jul. 2020, doi: 10.1080/08961530.2020.1795043.

A. Wibowo, S.-C. Chen, U. Wiangin, Y. Ma, and A. Ruangkanjanases, “Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience,” Sustainability, vol. 13, no. 1, p. 189, Dec. 2020, doi: 10.3390/su13010189.

• View Article

• Regional Competitiveness

Copyright (c) 2025 Prisca Anjalini Dumatubun, Damelina Basauli Tambunan

This work is licensed under a Creative Commons Attribution 4.0 International License.