DAMPAK SERVICE QUALITY, DIGITAL MARKETING DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA GERAI HANDPHONE DI KOTA PALOPO
DOI:
https://doi.org/10.31539/costing.v8i1.14641Keywords:
Service quality, Digital marketing, Brand trust and purchasing decisionsAbstract
This study aims to determine the impact of service quality, digital marketing and brand trust on purchasing decisions. Type of quantitative research. The types of data used are primary, secondary and per se. The method used is to distribute questionnaires to respondents. The collected data will be analyzed using SPSS 29 to determine how much influence the independent variables (service quality, digital marketing and brand trust) have on the dependent variable (purchase decisions). The analysis used is the reliability test, validity test, t test and f test. This study partially shows that service quality has a positive and significant influence on purchasing decisions. The results of this study partially show that digital marketing has a positive and significant influence on purchasing decisions. The results of this study partially show that brand trust has a positive and significant influence on purchasing decisions. Service quality, digital marketing and brand trust have a positive and significant influence on purchasing decisions at cellphone outlets in Palopo City. This study was conducted from September to November 2024.
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Sunarto, A., & Maulana, D. (2021). The Effect of Discipline and Physical Work Environment on Employee Productivity At PT. Liebra Permana Gunung Putri Bogor. Kontigensi : Jurnal Ilmiah Manajemen, 9(2), 318–335. https://doi.org/10.56457/jimk.v9i2.168
Suryani, S., & Rosalina, S. S. (2019). Pengaruh Brand Image, Brand Trust, Dan Kualitas Layanan Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Moderating. Administrasi Bisnis, Fakultas Ekonomi dan Bisnis, Universitas 17 Agustus 1945 Jakarta, 04(1), 41–53.
Artiniwati, Juni Nyoman, N., Baiq, R. H., & Septiani, E. (2022). Pengaruh Brand Experience Terhadap Brand Trust Dalam Pembentukan Brand Loyalty Produk Scarlett Whitening. Journal of Sharia Economy and Islamic Tourism, 2(2), 50–60. http://journal.ummat.ac.id/index.php/jseit/article/view/8351
Asnaniyah, S. (2022). Pengaruh E-Service Quality, E-Trust Dan E-Satisfaction Terhadap E-Loyalty Konsumen Muslim. Journal of Comprehensive Islamic Studies, 1(2), 275–302. https://doi.org/10.56436/jocis.v1i2.142
Budiarno, B., Udayana, I. B. N., & Lukitaningsih, A. (2022). Pengaruh Kualitas Layanan, Kualitas Produk Terhadap Kepuasan Pelanggan Dalam Membentuk Loyalitas Pelanggan. Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi, 19(02), 226–233. https://doi.org/10.25134/equi.v19i02.4531
Devi, S., Hamid, R. S., & Maszudi, E. (2023). Peran e-Wom e-Service Quality dan e-Trust dalam Menentukan Keputusan Pembelian. Jesya, 6(2), 1888–1898. https://doi.org/10.36778/jesya.v6i2.1187
Edi Maszudi, H. D. I. K. (2024). Rahasia Sukses Digital Marketing Media Sosial, UMKM dan Desa Wisata (1 ed.). CV.AA. RIZKY.
Ferdiana Fasha, A., Rezqi Robi, M., & Windasari, S. (2022). Determinasi Keputusan Pembelian Melalui Minat Beli: Brand Ambassador Dan Brand Image (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 30–42. https://doi.org/10.38035/jmpis.v3i1.840
Islam, T., Sharif, S., Ali, H. F., & Jamil, S. (2022). Zooming into paternalistic leadership: evidence from high power distance culture. European Journal of Management and Business Economics, 33(4), 505–525. https://doi.org/10.1108/EJMBE-05-2021-0149
Iswati, L., & Triastuti, A. (2021). Voicing the challenges of esp teaching: Lessons from esp in non-english departments. Studies in English Language and Education, 8(1), 276–293. https://doi.org/10.24815/siele.v8i1.17301
Jodie Firjatullah, Christian Wiradendi Wolor, & Marsofiyati Marsofiyati. (2023). Pengaruh Lingkungan Kerja, Budaya Kerja, Dan Beban Kerja Terhadap Kinerja Karyawan. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis, 2(1), 01–10. https://doi.org/10.61132/manuhara.v2i1.426
KUSNANTO, D., OKTAVIANY, R. A., & RAHMA, R. (2020). Pengaruh Trust Dan E-Service Quality Terhadap Keputusan Pembelian Pada Online Shop Shopee Di Fakultas Ekonomi Dan Bisnis Universitas Singaperbangsa Karawang. Jurnal Ecoment Global, 5(1), 40–47. https://doi.org/10.35908/jeg.v5i1.912
Nurhayati, S. (2020). Pengaruh Brand Trust, Brand Experience Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan. Jurnal Bisnis, Manajemen, dan Akuntansi, 7(2), 188–198. https://doi.org/10.54131/jbma.v7i2.100
Pandiangan, K., Masiyono, M., & Dwi Atmogo, Y. (2021). Faktor-Faktor Yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471–484. https://doi.org/10.31933/jimt.v2i4.459
Pranitasari, D., & Sidqi, A. N. (2021). Analisis Kepuasan Pelanggan Elektronik Shopee menggunakan Metode E-Service Quality dan Kartesius. Jurnal Akuntansi dan Manajemen, 18(02), 12–31. https://doi.org/10.36406/jam.v18i02.438
Purwianti, L., Nuzula Agustin, I., Melodya, D., Erlin, E., Erni, E., Maggie, M., & Meliana, M. (2023). Analisa Pengaruh Service Quality, Price, Satisfaction, Trust, dan Product Quality terhadap Customer Loyalty Pada UMKM Morning Bakery Di Kota Batam. Jurnal Sains dan Teknologi, 4(3), 148–158. https://doi.org/10.55338/saintek.v4i3.1029
Setiani, Y., & Febrian, W. D. (2023). Pengaruh Pelatihan Kerja, Lingkungan Kerja Dan Kepuasan Kerja Terhadap Kinerja Karyawan Pt Indomarco Prismatama Jakarta. Neraca: Jurnal Ekonomi, Manajemen Dan Akuntansi, 1(1), 279–292.
Sholahuddin, M., Wiyadi, W., Abas, N. I., Rahmawati, S. D., & Rahmawati, R. Y. (2024). Strategi Digital Marketing untuk Peningkatan Usaha UMKM Binaan PCIM Malaysia. Innovative: Journal Of Social Science Research, 4(1), 4147–4161.
Sri Wdyanti Hastuti, M. A., & Anasrulloh, M. (2020). Pengaruh Promosi Terhadap Keputusan Pembelian. Jurnal Ilmiah Ecobuss, 8(2), 99–102. https://doi.org/10.51747/ecobuss.v8i2.622
Sunarto, A., & Maulana, D. (2021). The Effect of Discipline and Physical Work Environment on Employee Productivity At PT. Liebra Permana Gunung Putri Bogor. Kontigensi : Jurnal Ilmiah Manajemen, 9(2), 318–335. https://doi.org/10.56457/jimk.v9i2.168
Suryani, S., & Rosalina, S. S. (2019). Pengaruh Brand Image, Brand Trust, Dan Kualitas Layanan Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Moderating. Administrasi Bisnis, Fakultas Ekonomi dan Bisnis, Universitas 17 Agustus 1945 Jakarta, 04(1), 41–53.
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2025-02-26
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