CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis
Vol. 3 No. 2 (2023): Mei: Jurnal Manajemen dan Ekonomi Bisnis

Digital Marketing's Effect On Purchase Decisions Through Customer Satisfaction

Ilham Ilham (Politeknik Pertanian Negeri Pangkep)
Warkianto Widjaja (Universitas Kebangsaan Republik Indonesa)
I Nyoman Tri Sutaguna (Universitas Udayana)
Arief Yanto Rukmana (Sekolah Tinggi Ilmu Ekonomi STAN IM)
Muhammad Yusuf (STIA Bandung)

Article Info

Publish Date
27 Apr 2023

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.

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Journal Info
CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis
Website

Abbrev

cemerlang

Publisher

Pusat Riset dan Inovasi Nasional

Subject

Economics, Econometrics & Finance

Description

CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis, berfokus pada penerbitan artikel berkualitas tinggi yang didedikasikan untuk semua aspek penelitian, masalah, dan perkembangan terbaru di bidang Ilmu Manajemen. Topik dalam Jurnal ini berkaitan dengan aspek apapun dari manajemen, namun tidak terbatas ...