Assessing the Role of Digital Marketing, Content Strategy, and Customer Interaction in Driving Sales Volume in the Café Industry
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Abstract
This study analyzes the influence of digital marketing, content strategy, and customer interaction on sales volume within the café industry. Using a quantitative method and survey data from café businesses, the research evaluates how each variable contributes to overall sales performance. Results show that all three factors have a statistically significant impact, with customer interaction proving to be the most dominant. The coefficient of determination (R² = 0.672) indicates that a substantial portion of sales variation can be explained by the model. These findings underscore the importance of building a strong digital presence, delivering engaging content, and maintaining consistent interaction with customers. From a practical perspective, cafés are encouraged to optimize their digital efforts, especially via social media, to strengthen customer relationships and drive sales growth. This study also offers relevant insights for further exploration of digital strategies in the food and beverage industry
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How to Cite
Situmorang, S. A. (2025). Assessing the Role of Digital Marketing, Content Strategy, and Customer Interaction in Driving Sales Volume in the Café Industry. ProBisnis : Jurnal Manajemen, 16(3), 587–596. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/1047
References
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Erpurini, Wala., & Juju, Undang., (2024) THE IMPACT OF TARGET MARKETS, UNIQUE RESOURCES & MARKET ATTRACTION ON DIGITAL MARKETING: THEIR SIGNIFICANCE FOR SELECTING POSTSECONDARY EDUCATION, DOI: https://doi.org/10.23969/jrbm.v17i2.12093
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Li, Li., Lin, Yuan., & Juan, Juan, Tian., (2023) Influence of online E-commerce interaction on consumer satisfaction based on big data algorithm, journal homepage: www.cell.com/heliyon, Research ArticleVolume 9, Issue 8e18322 August 2023
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Mishra, S., Nandini, G., Patjoshi, P.K. and Das, S.S. (2025), "Digital Channels and User Engagement: A Conceptual Framework for Enhancing Brand Visibility and Revenue", Sinha, M., Bhandari, A., Priya, S.S. and Kabiraj, S. (Ed.) Marketing Intelligence, Part A, Emerald Publishing Limited, Leeds, pp. 159-174. https://doi.org/10.1108/978-1-83549-418-920251010
Mkalaf, K.A., Kadhum, A.A., Al-Hadeethi, R.H. and Al-Bazi, A. (2024), "Navigating the digital landscape: how e-marketing and product attractiveness shape company reputation from a customer-centric perspective", Journal of Contemporary Marketing Science, Vol. 7 No. 2, pp. 140-157. https://doi.org/10.1108/JCMARS-06-2023-0019
Muhammad, F. S., Shuo Xu., Xin An., Iqra, Javed., (2024) Assessing the impact of AI-chatbot service quality on user e-brand loyalty through chatbot user trust, experience and electronic word of mouth, Elsevier, Journal of Retailing and Consumer Services, Volume 79, July 2024, 103867, https://doi.org/10.1016/j.jretconser.2024.103867
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Nim, N., Pedada, K. and Hewett, K. (2024), "Digital marketing ecosystems and global market expansion: current state and future research agenda", International Marketing Review, Vol. 41 No. 5, pp. 872-885. https://doi.org/10.1108/IMR-04-2024-0108
Nuseir, Mohammed, T., El Refae, Ghaleb, A., Aljumah, Ahmad., Alshurideh, Muhammad., Urabi, Sarah., and Al Kurdi, Baween. (2023) Digital Marketing Strategies and the Impact on Customer Experience: A Systematic Review, The Effect of Information Technology on Business and Marketing Intelligence Systems, https://doi.org/10.1007/978-3-031-12382-5_2
Nyoman, Ida, Bagus., Farida, Naili., Lukitaningsih, Ambar., Tjahjono, Kurnianto, Heru., & Nuryakin (2021) The important role of customer bonding capability to increase marketing performance in small and medium enterprises, Taylor & Francis, Published online: 31 May 2021, https://doi.org/10.1080/23311975.2021.1932239
Olha, Semenda., Yuliia, Sokolova., Olena, Korovina., Oleksandra, Bratko., Iryna, Polishchuk., (2024) Using Social Media Analysis to Improve E-commerce Marketing Strategies, International Review of Management and Marketing, ISSN: 2146-4405, available at http: www.econjournals.com, International Review of Management and Marketing, 2024, 14(4), 61-71.
Pius K. JACK., & AKPAN, E. Ebenezer., (2024) SOCIAL MEDIA PLATFORM AND BUSINESS PROMOTION: THE PROSPECT AND STRATEGIES, INTERNATIONAL JOURNAL OF CURRENT INNOVATIONS IN EDUCATION, VOL. 7 NO. 1 FEBRUARY 2024, UNITED STATES OF AMERICA. ISSN: 2646-7380
Putri, Rahma, H., & Windasari, Nila, N., (2023) Proposed Social Media Marketing Content Strategy Through Instagram to Increase Sales Performance Of Fashion Business (Case Study: DMC.id) Journal of Economics & Business / Archives / Vol. 12 No. 1 (2023): Regular Issue / Articles, DOI: https://doi.org/10.52644/joeb.v12i1.100
Rakshak, Bharti., Urvija, Khatri., & Oana, Alexandrina, Duralia., (2024) Examining the Role of Digital Marketing in Shaping Consumer Communication and Behavior, International Journal of Communication, https://ejournal.agungmediapublisher.com/index.php/fijc/issue/view/11, https://doi.org/10.62569/fijc.v1i4.76
Rahmayani, M. W., Hernita, N., Gumilang, A., & Riyadi, W. (2023). Pengaruh Digital Marketing Terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan Desa Cibodas
Ronaldo, Benediktus Rolando., & Mulyono, Herry., (2025) Digital Marketing Strategies for Sales Growth in Indonesian Home Industries, Journal of Trends Economics and Accounting Research, DOI: https://doi.org/10.47065/jtear.v5i3.1852
Rusdana, N, R., Choirani, S, J., & Friska, A, S., (2022) Digital Marketing Communication Strategy for Micro, Small and Medium Enterprises (MSMEs) in Business Competition, Vol. 2 No. 1 (2022): International Journal of Research and Applied Technology (INJURATECH), DOI: https://doi.org/10.34010/injuratech.v2i1.6913
Russo Spena, T., D’Auria, A., Bifulco, F. (2021). Customer Insights and Consumer Profiling. In: Russo Spena, T., Bifulco, F. (eds) Digital Transformation in the Cultural Heritage Sector. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-030-63376-9_5
Saputra, D., & Nurrachmad, L. (2024). Survei strategi komunikasi pemasaran terpadu akademi futsal rap di Jakarta Barat. Innovative: Journal Of Social Science, Research, 4(5), 8401-8414.
Silalahi, Harlen & Guna, Saut., (2024) Enhancing Brand Awareness through Content Marketing Strategy Analysis in the Digital Landscape, Journal on Economics, Management and Business Technology DOI: https://doi.org/10.35335/jembut.v3i1.222
Simon, Malesev., & Michael, Cherry., (2021) Digital and social media marketing - growing market share for construction SMEs, Construction Economics & Building, Vol. 1 No. 1, March 2021, http://dx.doi.org/10.5130/AJCEB.v21i1.7521
Surjit, Singha (2024) Navigating the Social Media Maze: Strategies for Effective Digital Marketing in a Fragmented Landscape, DOI: 10.4018/979-8-3693-3767-7.ch00
Swastika, I, Wayan, K., (2025) Digital Marketing Strategies: Unlocking Growth in the Online Era, Educational Journal of History and Humanities, https://jurnal.usk.ac.id/riwayat/article/view/45888/23505
Vincent, Jeseo., Matthew, M. Lastner., & Hulda, G. Black., ( 2024) Enhancing customer engagement behaviors via customer-to-customer interactions and identification, ISSN: 0887-6045, Journal of Services Marketing, Vol. 38 No. 8, pp. 975-993. https://doi.org/10.1108/JSM-09-2023-0345
Wan, Yuxuan., (2023) Investigating the Impact and Effectiveness of Digital Marketing on Brand Awareness, Sales and Customer Engagement, Proceedings of the 2nd International Conference on Financial Technology and Business Analysis, DOI: 10.54254/2754-1169/51/20230651
Wirtz, B.W. (2024). Digital Business Strategy. In: Digital Business and Electronic Commerce. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-50289-7_15
Xiuli, Ma., & Xue, Gu., (2024) New marketing strategy model of E-commerce enterprises in the era of digital economy, Heliyon, Volume 10, Issue 8e29038 April 30, 2024
Ardhya, R. P., Kholik, A., & Rizki, M. F. (2024). Strategi Content Marketing melalui Media Sosial Instagram@ Voffice dalam Meningkatkan Brand Awareness. Innovative: Journal Of Social Science Research, 4(3), 16814-16824.
Bettina, Bifkovics., Erzsébet, Malota., Luciana, N. Faria., & Luis, F. Martinez., (2023) Customer-to-Customer Communication: Referral of High and Low Involvement Products through Stimulated Word-of-Mouth,Journal of Promotion Management, Volume 30, 2024 - Issue 2, https://doi.org/10.1080/10496491.2023.2253235
Butenko, Nataliia; Mykhaylovych, Olha; Bincheva, Polina; Lyndyuk, Andriy; Luchnikova, Tatyana. (2023) The Role of Internet Marketing in the Strategy of Forming Entrepreneurial Activity Economic Affairs; New Delhi Vol. 68, Iss. 1s, (Feb 2023): 73-82. DOI:10.46852/0424-2513.1s.2023.9
Chaffey, D. & Chadwick, F.E. (2019). Digital Marketing: Strategy, Implementation And Practice. London: Pearson Education limited.
Chandra, D. S. (2023). Pengaruh Kualitas produk, Inovasi dan Interaksi Pelanggan terhadap Brand Image. Balance: Jurnal Akuntansi dan Manajemen, 2(2), 73 79.
Duke, Kristen, E., Amir, On., (2022) The Importance of Selling Formats: When Integrating Purchase and Quantity Decisions Increases Sales Published Online:20 May 2022https://doi.org/10.1287/mksc.2022.1364
Erpurini, Wala., & Juju, Undang., (2024) THE IMPACT OF TARGET MARKETS, UNIQUE RESOURCES & MARKET ATTRACTION ON DIGITAL MARKETING: THEIR SIGNIFICANCE FOR SELECTING POSTSECONDARY EDUCATION, DOI: https://doi.org/10.23969/jrbm.v17i2.12093
Gani, H. Abdul., THE IMPACT OF CREATIVE CONTENT ON DIGITAL MARKETING EFFECTIVENESS: ACOMPREHENSIVE ANALYSIS, International Journal of Multidisciplinary Studies, Centre for International Studies, Osmania University, Hyderabad –500007, (A.P.), India. Online ISSN: 3349-4132, Print ISSN: 3349-5939, Volume 11. Issue 06. June 2024, Page No.103-115
Grandhi, B., Patwa, N. and Saleem, K. (2021), "Data-driven marketing for growth and profitability", EuroMed Journal of Business, Vol. 16 No. 4, pp. 381-98. https://doi.org/10.1108/EMJB-09-2018-0054
Guan, Yifei., 2023, Consumer Behavior Analysis and Marketing Strategy Optimization in the Digital Media Environment, Industrial Engineering and Innovation Management, Clausius Scientific Press, Canada, DOI: 10.23977/ieim.2023.061012, ISSN 2522-6924 Vol. 6 Num. 10
Guo Bing., Badar, Al Mughairi., Asif, M, Karim., & Ajwaad, M. Karim (2024)Study on Importance of Brand Loyalty for Customer Retention for Consumer Durable Products: New Era Viewpoint, International Journal of Academic Research in Business & Social Sciences, Vol 14, Issue 1, (2024) E-ISSN: 2222-6990, DOI:10.6007/IJARBSS/v14-i1/20464
Hanoun, Fatima, Fadel., (2023) Television vs. Internet Advertising: Understanding Consumer Engagement and Effectiveness, CTD International Journal for Media Studies Vol. 1 No. 1, 2023: P. 22 - 29 Available online at www.ctdjms.com CTD International Journal for Media Studies | Vol. 1 No. 1, 2023 22
Joon-Hee, Oh., & Wesley, J. Johnston (2023) New evaluation metric for measuring sales training effectiveness, Elsevier, Journal of Business Research, Volume 156, February 2023, 113458, https://doi.org/10.1016/j.jbusres.2022.113458
Khanom, Musammat Tahmina (2023) Using social media marketing in the digital era: A necessity or a choice, International Journal of Research in Business and Social Science; [Istanbul Vol. 12, Iss. 3, (2023): 88-98. DOI:10.20525/ijrbs.v12i3.2507
Li, Li., Lin, Yuan., & Juan, Juan, Tian., (2023) Influence of online E-commerce interaction on consumer satisfaction based on big data algorithm, journal homepage: www.cell.com/heliyon, Research ArticleVolume 9, Issue 8e18322 August 2023
Luo, Y., Guo, C., Ali, A. & Zany, J., (2022) A dynamic analysis of the impact of FDI, on economic growth and carbon emission, evidence from China, India and Singapore. Environ Sci Pollut Res 29, 82256–82270 (2022). https://doi.org/10.1007/s11356-022-21546-7
Mishra, S., Nandini, G., Patjoshi, P.K. and Das, S.S. (2025), "Digital Channels and User Engagement: A Conceptual Framework for Enhancing Brand Visibility and Revenue", Sinha, M., Bhandari, A., Priya, S.S. and Kabiraj, S. (Ed.) Marketing Intelligence, Part A, Emerald Publishing Limited, Leeds, pp. 159-174. https://doi.org/10.1108/978-1-83549-418-920251010
Mkalaf, K.A., Kadhum, A.A., Al-Hadeethi, R.H. and Al-Bazi, A. (2024), "Navigating the digital landscape: how e-marketing and product attractiveness shape company reputation from a customer-centric perspective", Journal of Contemporary Marketing Science, Vol. 7 No. 2, pp. 140-157. https://doi.org/10.1108/JCMARS-06-2023-0019
Muhammad, F. S., Shuo Xu., Xin An., Iqra, Javed., (2024) Assessing the impact of AI-chatbot service quality on user e-brand loyalty through chatbot user trust, experience and electronic word of mouth, Elsevier, Journal of Retailing and Consumer Services, Volume 79, July 2024, 103867, https://doi.org/10.1016/j.jretconser.2024.103867
Ngozi, J., Isibor., Verlinda, Attipoe., Ifeoluwa, Oyeyipo., Damilola, C., Ayodeji., Brenda, Apiyo., Mayienga., Enoch, Alonge., & Obianuju, Clement, Onwuzulike., (2025) Analyzing Successful Content Marketing Strategies That Enhance Online Engagement and Sales for Digital Brands, International Journal of Advanced Multidisciplinary Research & Study, Int. j. adv. multidisc. res. stud. 2025; 5(2):842-851, DOI: https://doi.org/10.62225/2583049X.2025.5.2.3906
Nim, N., Pedada, K. and Hewett, K. (2024), "Digital marketing ecosystems and global market expansion: current state and future research agenda", International Marketing Review, Vol. 41 No. 5, pp. 872-885. https://doi.org/10.1108/IMR-04-2024-0108
Nuseir, Mohammed, T., El Refae, Ghaleb, A., Aljumah, Ahmad., Alshurideh, Muhammad., Urabi, Sarah., and Al Kurdi, Baween. (2023) Digital Marketing Strategies and the Impact on Customer Experience: A Systematic Review, The Effect of Information Technology on Business and Marketing Intelligence Systems, https://doi.org/10.1007/978-3-031-12382-5_2
Nyoman, Ida, Bagus., Farida, Naili., Lukitaningsih, Ambar., Tjahjono, Kurnianto, Heru., & Nuryakin (2021) The important role of customer bonding capability to increase marketing performance in small and medium enterprises, Taylor & Francis, Published online: 31 May 2021, https://doi.org/10.1080/23311975.2021.1932239
Olha, Semenda., Yuliia, Sokolova., Olena, Korovina., Oleksandra, Bratko., Iryna, Polishchuk., (2024) Using Social Media Analysis to Improve E-commerce Marketing Strategies, International Review of Management and Marketing, ISSN: 2146-4405, available at http: www.econjournals.com, International Review of Management and Marketing, 2024, 14(4), 61-71.
Pius K. JACK., & AKPAN, E. Ebenezer., (2024) SOCIAL MEDIA PLATFORM AND BUSINESS PROMOTION: THE PROSPECT AND STRATEGIES, INTERNATIONAL JOURNAL OF CURRENT INNOVATIONS IN EDUCATION, VOL. 7 NO. 1 FEBRUARY 2024, UNITED STATES OF AMERICA. ISSN: 2646-7380
Putri, Rahma, H., & Windasari, Nila, N., (2023) Proposed Social Media Marketing Content Strategy Through Instagram to Increase Sales Performance Of Fashion Business (Case Study: DMC.id) Journal of Economics & Business / Archives / Vol. 12 No. 1 (2023): Regular Issue / Articles, DOI: https://doi.org/10.52644/joeb.v12i1.100
Rakshak, Bharti., Urvija, Khatri., & Oana, Alexandrina, Duralia., (2024) Examining the Role of Digital Marketing in Shaping Consumer Communication and Behavior, International Journal of Communication, https://ejournal.agungmediapublisher.com/index.php/fijc/issue/view/11, https://doi.org/10.62569/fijc.v1i4.76
Rahmayani, M. W., Hernita, N., Gumilang, A., & Riyadi, W. (2023). Pengaruh Digital Marketing Terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan Desa Cibodas
Ronaldo, Benediktus Rolando., & Mulyono, Herry., (2025) Digital Marketing Strategies for Sales Growth in Indonesian Home Industries, Journal of Trends Economics and Accounting Research, DOI: https://doi.org/10.47065/jtear.v5i3.1852
Rusdana, N, R., Choirani, S, J., & Friska, A, S., (2022) Digital Marketing Communication Strategy for Micro, Small and Medium Enterprises (MSMEs) in Business Competition, Vol. 2 No. 1 (2022): International Journal of Research and Applied Technology (INJURATECH), DOI: https://doi.org/10.34010/injuratech.v2i1.6913
Russo Spena, T., D’Auria, A., Bifulco, F. (2021). Customer Insights and Consumer Profiling. In: Russo Spena, T., Bifulco, F. (eds) Digital Transformation in the Cultural Heritage Sector. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-030-63376-9_5
Saputra, D., & Nurrachmad, L. (2024). Survei strategi komunikasi pemasaran terpadu akademi futsal rap di Jakarta Barat. Innovative: Journal Of Social Science, Research, 4(5), 8401-8414.
Silalahi, Harlen & Guna, Saut., (2024) Enhancing Brand Awareness through Content Marketing Strategy Analysis in the Digital Landscape, Journal on Economics, Management and Business Technology DOI: https://doi.org/10.35335/jembut.v3i1.222
Simon, Malesev., & Michael, Cherry., (2021) Digital and social media marketing - growing market share for construction SMEs, Construction Economics & Building, Vol. 1 No. 1, March 2021, http://dx.doi.org/10.5130/AJCEB.v21i1.7521
Surjit, Singha (2024) Navigating the Social Media Maze: Strategies for Effective Digital Marketing in a Fragmented Landscape, DOI: 10.4018/979-8-3693-3767-7.ch00
Swastika, I, Wayan, K., (2025) Digital Marketing Strategies: Unlocking Growth in the Online Era, Educational Journal of History and Humanities, https://jurnal.usk.ac.id/riwayat/article/view/45888/23505
Vincent, Jeseo., Matthew, M. Lastner., & Hulda, G. Black., ( 2024) Enhancing customer engagement behaviors via customer-to-customer interactions and identification, ISSN: 0887-6045, Journal of Services Marketing, Vol. 38 No. 8, pp. 975-993. https://doi.org/10.1108/JSM-09-2023-0345
Wan, Yuxuan., (2023) Investigating the Impact and Effectiveness of Digital Marketing on Brand Awareness, Sales and Customer Engagement, Proceedings of the 2nd International Conference on Financial Technology and Business Analysis, DOI: 10.54254/2754-1169/51/20230651
Wirtz, B.W. (2024). Digital Business Strategy. In: Digital Business and Electronic Commerce. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-50289-7_15
Xiuli, Ma., & Xue, Gu., (2024) New marketing strategy model of E-commerce enterprises in the era of digital economy, Heliyon, Volume 10, Issue 8e29038 April 30, 2024