Quantitative Economics and Management Studies
Vol. 4 No. 1 (2023)

Analysis of The Drivers of Consumer Purchasing Decisions in The Digital Era: The Role of Social Media Marketing, E-Service Quality, and Payment Safety

Uce Karna Suganda (Faculty of Economic and Business, Universitas Widyatama Jl. Cikutra No. 204A, Bandung 40125, Indonesia)
Isti Arrifianti (Faculty of Economic and Business, Universitas Widyatama Jl. Cikutra No. 204A, Bandung 40125, Indonesia)

Article Info

Publish Date
01 Jan 2023

Abstract

The objective of this study is to examine and analyze the influence of consumer purchasing decisions in digital era by considering the influence of social media marketing, e-service quality, and payment safety. The respondents are 120 university students in Bandung, West Java who use digital platform to purchase products or services. The data is collected by distributing questionnaires to the respondents, and analyzed using the multiple regression analysis with SPSS 26. The findings of this study indicate that consumer purchasing decision is positively and significantly influenced by social media marketing, e-service quality, and payment safety. This means that the owners or managers of products and services sold through online platforms must pay attention to these three aspects, as it will increase the consumer purchase decisions, thus enhancing the company’s profitability.

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Journal Info
Quantitative Economics and Management Studies
Website

Abbrev

qems

Publisher

PT. Mattawang Mediatama Solution

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics

Description

Journal of Quantitative Economics and Management Studies (QEMS) is an international peer-reviewed open-access journal dedicated to interchange for the results of high-quality research in all aspects of economics, management, business, finance, marketing, accounting. The journal publishes ...