The Effect of the Follow-Up System and Consumer Satisfaction on Purchase Interest

Abstract

This research is motivated by the lack of studies that clearly explain how follow-up systems and consumer satisfaction jointly shape purchase intention in the digital marketing era. Ongoing interaction with consumers (follow-up) and their satisfaction with products are considered two main factors influencing purchasing decisions, particularly in the context of social media campaigns such as Facebook Ads. The research questions are: (1) How can the follow-up system influence purchase intention? (2) How can consumer satisfaction influence purchase intention? (3) How can the follow-up system and consumer satisfaction jointly influence purchase intention? This study uses a quantitative approach with a survey method and questionnaire, involving 48 respondents selected through purposive sampling. The findings reveal that both follow-up systems and consumer satisfaction have a significant positive effect on purchase intention, both individually and simultaneously. Beyond the statistical confirmation, the study highlights that effective follow-up communication and consumer satisfaction strategies can enhance consumer trust and engagement, ultimately leading to stronger purchase intentions. This research contributes by filling the gap in understanding how digital marketing practices—particularly in small and medium enterprises—can leverage follow-up strategies and satisfaction-building to improve consumer purchase decisions. The practical implication is that businesses should integrate structured follow-up mechanisms with efforts to ensure customer satisfaction in order to maximize the effectiveness of their online marketing