PENGARUH DIGITAL MARKETING DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH KEPERCAYAAN MEREK
Keywords:
digital marketing, kepercayaan merek, keputusan pembelian, service quality, variabel mediasi
Abstract
Studi ini berfokus pada pengaruh pemasaran digital dan kualitas layanan terhadap keputusan pembelian konsumen, dengan kepercayaan merek sebagai variabel perantara. Penelitian dilakukan dengan pendekatan kuantitatif, melibatkan 200 responden yang dipilih melalui purposive sampling. Data yang dikumpulkan dianalisis menggunakan teknik Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil analisis menunjukkan bahwa pemasaran digital berkontribusi secara signifikan terhadap kepercayaan merek dan keputusan pembelian, dengan kepercayaan merek memainkan peran mediasi penuh. Sementara itu, kualitas layanan ditemukan sebagai faktor dominan dalam membangun kepercayaan merek, yang pada akhirnya memengaruhi keputusan pembelian konsumen. Berdasarkan temuan ini, disarankan agar perusahaan mengoptimalkan strategi pemasaran digital dan meningkatkan kualitas layanan untuk memperkuat kepercayaan merek. Penelitian lanjutan disarankan untuk menambahkan variabel seperti kepuasan pelanggan atau loyalitas, serta mengeksplorasi sektor yang berbeda untuk memperluas hasil penelitian.
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Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
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Khatoon, S., Zhengliang, X., & Hussain, H. (2020). The Mediating Effect of Customer Satisfaction on the Relationship Between Electronic Banking Service quality and Customer Purchase Intention: Evidence From the Qatar Banking Sector. SAGE Open, 10(2). https://doi.org/10.1177/2158244020935887
Laksono, A. W., & Suryadi, N. (2020). Pengaruh Citra Merek, Kepercayaan merek, Dan Kualitas Merek Terhadap Loyalitas Merek Pada Pelanggan Geprek Bensu Di Kota Malang. Holistic Journal of Management Research, 3(1), 8–16. https://doi.org/10.33019/hjmr.v3i1.1804
Laluyan, G. I., Wibowo, I., & Setiorini, A. (2019). Implementasi Digital marketing Terhadap Keputusan Pembelian Konsumen Jd.Id Jakarta. Jurnal Manajemen Bisnis Krisnadwipayana, 7(3). https://doi.org/10.35137/jmbk.v7i3.349
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Murnilawati, & Hairudinor. (2019). Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Melalui Kualitas Pelayanan Sebagai Variabel Intervening Di Rumah Makan “Andina” Muara Teweh Kabupaten Barito Utara Provinsi Kalimantan Tengah. Jurnal Bisnis Dan Pembangunan, 8(1), 1–9.
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Puspaningrum, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand trust. Journal of Asian Finance, Economics and Business, 7(12), 951–958. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951
Salhab, H. A., Al-Amarneh, A., Aljabaly, S. M., Al Zoubi, M. M., & Othman, M. D. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2), 591–600. https://doi.org/10.5267/j.ijdns.2023.3.012
Salim, T. A., El Barachi, M., Mohamed, A. A. D., Halstead, S., & Babreak, N. (2022). The mediator and moderator roles of perceived cost on the relationship between organizational readiness and the intention to adopt blockchain technology. Technology in Society, 71(March 2022), 102108. https://doi.org/10.1016/j.techsoc.2022.102108
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Shukla, S., Sachdeva, B., Sharma, A., Sharma, R., & Tomar, S. (2023). A Blockchain-based Smart Contract System for Healthcare Management. 14th International Conference on Advances in Computing, Control, and Telecommunication Technologies, ACT 2023, 2023-June, 2262–2268.
Sopiyan, P. (2022). Pengaruh Digital marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian. Coopetition : Jurnal Ilmiah Manajemen, 13(2), 249–258. https://doi.org/10.32670/coopetition.v13i2.1057
Sugiyono, S. (2020). Metode Penelitian Kuantitatif Kualitatif dan R\&D. Bandung: Alfabeta.
Suryani, S. I., & Rosalina, S. S. (2019). Pengaruh Brand Image, Brand trust, Dan Kualitas Layanan Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Moderating Pada Startup Business Unicorn Indonesia. https://api.semanticscholar.org/CorpusID:204368020
Sya’idah, E. H. (2020). Pengaruh Brand Equity terhadap Keputusan Pembelian. JMK (Jurnal Manajemen Dan Kewirausahaan), 5(3), 204. https://doi.org/10.32503/jmk.v5i3.1106
Veleva, S. S., & Tsvetanova, A. I. (2020). Characteristics of the digital marketing advantages and disadvantages. IOP Conference Series: Materials Science and Engineering, 940(1). https://doi.org/10.1088/1757-899X/940/1/012065
Widianti, W. (2022). Pengaruh Citra Merek, Komunikasi Merek, Kepuasan Dan Pengalaman Merek Terhadap Loyalitas Merek Yang Dimediasi Oleh Kepercayaan merek. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 6(1), 803–828. http://journal.stiemb.ac.id/index.php/mea/article/view/1954
Wijaya, A. F. B., Surachman, S., & Mugiono, M. (2020). the Effect of Service quality, Perceived Value and Mediating Effect of Brand Image on Brand trust. Jurnal Manajemen Dan Kewirausahaan, 22(1), 45–56. https://doi.org/10.9744/jmk.22.1.45-56
Yang, J., Jin, X., Le, W., & Sheng, F. (2021). Exploring service quality model from the perspective of sensory perception. Total Quality Management and Business Excellence, 32(13–14), 1548–1568. https://doi.org/10.1080/14783363.2020.1747425
Agustianti, R., Nussifera, L., Wahyudi, Angelianawati, L., Meliana, I., Sidik, E. A. ni, Nurlaila, Q., Simarmata, N., Himawan, I. S., Pawan, E., & Ikhram, F. (2022). Metode penelitian kuantitatif & kualitatif. In Tohar Media (Issue Mi).
Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. Action Control, 11–39. https://doi.org/10.1007/978-3-642-69746-3_2
Alfia, N., & Dwiridotjahjono, J. (2023). Pengaruh Citra Merek dan Kepercayaan merek terhadap Loyalitas Merek Lipstik Wardah : Studi pada Pelanggan Reslaj : Religion Education Social Laa Roiba Journal. ReLaa Roiba Journal Slaj : Religion Education Social, 5(2023), 32–44. https://doi.org/10.47476/reslaj.v5i1.1284
Ali, B. J., Saleh, P. F., Akoi, S., Abdulrahman, A. A., Muhamed, A. S., Noori, H. N., & Anwar, G. (2021). Impact of Service quality on the Customer Satisfaction: Case study at Online Meeting Platforms. International Journal of Engineering, Business and Management, 5(2), 65–77. https://doi.org/10.22161/ijebm.5.2.6
Armawan, I., Sudarmiatin, Hermawan, A., & Rahayu, W. P. (2023). The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop. International Journal of Data and Network Science, 7(1), 141–152. https://doi.org/10.5267/j.ijdns.2022.11.008
Bozbay, Z., & Karakuş Başlar, E. (2022). Impact of Brand trust on Brand Loyalty: Mediating Role of Brand Affect. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(1), 803–828.
Bungatang, B., & Reynel, R. (2021). The Effect of Service quality Elements on Customer Satisfaction. Golden Ratio of Marketing and Applied Psychology of Business, 1(2), 107–118. https://doi.org/10.52970/grmapb.v1i2.102
Christyawan, H., & Sukresna, I. M. (2020). Peningkatan Brand Satisfaction dan Brand trust Berbasis Brand Value Terhadap Brand Loyalty (Studi Pada Pengguna Apple Iphone di Semarang). Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 19(2), 75–91. https://doi.org/10.14710/jspi.v19i2.75-91
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP, 4(1).
Hanaysha, J. R. (2022a). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Ibrahim, M. D. (2021). Pengaruh Citra Merek Keagamaan dan Kepercayaan merek Terhadap Loyalitas Merek Pelanggan Busana Muslim Rabbani di Surabaya. Universitas Hayam Wuruk Perbanas Surabaya.
Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2022). Understanding the drivers of online trust and intention to buy on a website: An emerging market perspective. International Journal of Information Management Data Insights, 2(1), 100065. https://doi.org/10.1016/j.jjimei.2022.100065
Khatoon, S., Zhengliang, X., & Hussain, H. (2020). The Mediating Effect of Customer Satisfaction on the Relationship Between Electronic Banking Service quality and Customer Purchase Intention: Evidence From the Qatar Banking Sector. SAGE Open, 10(2). https://doi.org/10.1177/2158244020935887
Laksono, A. W., & Suryadi, N. (2020). Pengaruh Citra Merek, Kepercayaan merek, Dan Kualitas Merek Terhadap Loyalitas Merek Pada Pelanggan Geprek Bensu Di Kota Malang. Holistic Journal of Management Research, 3(1), 8–16. https://doi.org/10.33019/hjmr.v3i1.1804
Laluyan, G. I., Wibowo, I., & Setiorini, A. (2019). Implementasi Digital marketing Terhadap Keputusan Pembelian Konsumen Jd.Id Jakarta. Jurnal Manajemen Bisnis Krisnadwipayana, 7(3). https://doi.org/10.35137/jmbk.v7i3.349
Marbun, M. B., Ali, H., & Dwikoco, F. (2022). Pengaruh Promosi, Kualitas Pelayanan Dan Keputusan Pembelian Terhadap Pembelian Ulang (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(2), 716–727. https://dinastirev.org/JMPIS/article/view/1134
Murnilawati, & Hairudinor. (2019). Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Melalui Kualitas Pelayanan Sebagai Variabel Intervening Di Rumah Makan “Andina” Muara Teweh Kabupaten Barito Utara Provinsi Kalimantan Tengah. Jurnal Bisnis Dan Pembangunan, 8(1), 1–9.
Nurfauzi, Y., Taime, H., Hanafiah, H., Yusuf, M., Asir, M., Majenang, S., Jambatan Bulan, S., Bina Bangsa, U., Bandung, S., & Makassar, I. (2023). Analisis Faktor yang Mempengaruhi Keputusan Pembelian, Kualitas Produk dan Harga Kompetitif. Management Studies and Entrepreneurship Journal, 4(1), 183–188. http://journal.yrpipku.com/index.php/msej
Pratiwi, A., Junaedi, D., & Prasetyo, A. (2021). Pengaruh Harga terhadap Keputusan Pembelian Konsumen: El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 2(2), 150–160. https://doi.org/10.47467/elmal.v2i2.473
Puspaningrum, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand trust. Journal of Asian Finance, Economics and Business, 7(12), 951–958. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951
Salhab, H. A., Al-Amarneh, A., Aljabaly, S. M., Al Zoubi, M. M., & Othman, M. D. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2), 591–600. https://doi.org/10.5267/j.ijdns.2023.3.012
Salim, T. A., El Barachi, M., Mohamed, A. A. D., Halstead, S., & Babreak, N. (2022). The mediator and moderator roles of perceived cost on the relationship between organizational readiness and the intention to adopt blockchain technology. Technology in Society, 71(March 2022), 102108. https://doi.org/10.1016/j.techsoc.2022.102108
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Shukla, S., Sachdeva, B., Sharma, A., Sharma, R., & Tomar, S. (2023). A Blockchain-based Smart Contract System for Healthcare Management. 14th International Conference on Advances in Computing, Control, and Telecommunication Technologies, ACT 2023, 2023-June, 2262–2268.
Sopiyan, P. (2022). Pengaruh Digital marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian. Coopetition : Jurnal Ilmiah Manajemen, 13(2), 249–258. https://doi.org/10.32670/coopetition.v13i2.1057
Sugiyono, S. (2020). Metode Penelitian Kuantitatif Kualitatif dan R\&D. Bandung: Alfabeta.
Suryani, S. I., & Rosalina, S. S. (2019). Pengaruh Brand Image, Brand trust, Dan Kualitas Layanan Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Moderating Pada Startup Business Unicorn Indonesia. https://api.semanticscholar.org/CorpusID:204368020
Sya’idah, E. H. (2020). Pengaruh Brand Equity terhadap Keputusan Pembelian. JMK (Jurnal Manajemen Dan Kewirausahaan), 5(3), 204. https://doi.org/10.32503/jmk.v5i3.1106
Veleva, S. S., & Tsvetanova, A. I. (2020). Characteristics of the digital marketing advantages and disadvantages. IOP Conference Series: Materials Science and Engineering, 940(1). https://doi.org/10.1088/1757-899X/940/1/012065
Widianti, W. (2022). Pengaruh Citra Merek, Komunikasi Merek, Kepuasan Dan Pengalaman Merek Terhadap Loyalitas Merek Yang Dimediasi Oleh Kepercayaan merek. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 6(1), 803–828. http://journal.stiemb.ac.id/index.php/mea/article/view/1954
Wijaya, A. F. B., Surachman, S., & Mugiono, M. (2020). the Effect of Service quality, Perceived Value and Mediating Effect of Brand Image on Brand trust. Jurnal Manajemen Dan Kewirausahaan, 22(1), 45–56. https://doi.org/10.9744/jmk.22.1.45-56
Yang, J., Jin, X., Le, W., & Sheng, F. (2021). Exploring service quality model from the perspective of sensory perception. Total Quality Management and Business Excellence, 32(13–14), 1548–1568. https://doi.org/10.1080/14783363.2020.1747425
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2024-12-06
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