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All Journal CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis
Warkianto Widjaja
Universitas Kebangsaan Republik Indonesa
Economics, Econometrics & Finance

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Digital Marketing's Effect On Purchase Decisions Through Customer Satisfaction Ilham Ilham; Warkianto Widjaja; I Nyoman Tri Sutaguna; Arief Yanto Rukmana; Muhammad Yusuf
CEMERLANG : Jurnal Manajemen dan Ekonomi Bisnis Vol. 3 No. 2 (2023): Mei: Jurnal Manajemen dan Ekonomi Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/cemerlang.v3i2.1154

Abstract

In order to investigate the impact of digital marketing, service quality, and product on purchasing decisions at PT. Alunicorn, 249 people were questioned. Customer satisfaction was used as an intermediary variable. retrieval method based on the sample's evaluation of the target population. The analytical technique used in this work was SEM AMOS 23. The hypothesis states that whereas service quality has no impact on purchasing decisions through satisfaction, digital marketing and product quality have a positive impact on consumer satisfaction and purchasing decisions.
Co-Authors Arief Yanto Rukmana I Nyoman Tri Sutaguna Ilham Ilham Muhammad Yusuf