THE INFLUENCE OF DIGITAL MARKETING AND SERVICE QUALITY ON CONSUMER BUYING INTEREST IN ANKRINGAN THROUGH CONSUMER TRUST

Authors

  • Lailatul Musfiroh Tedy University Of Nahdlatul Ulama Sidoarjo
  • Muhafidhah Novie University Of Nahdlatul Ulama Sidoarjo
  • Laily Muzdalifah University Of Nahdlatul Ulama Sidoarjo
  • Afifatus Sholikhah University Of Nahdlatul Ulama Sidoarjo

DOI:

https://doi.org/10.21111/ibmj.v7i2.14321

Keywords:

Digital Marketing, Service Quality, Consumer Trust, Purchase Intention, Angkringan

Abstract

This study aims to analyze the influence of digital marketing and service quality on consumers' purchase intention at Angkringan, considering consumer trust as a mediating variable. The research employs a quantitative method with a causal-explanatory approach. Data were collected through a survey using a questionnaire distributed to 190 respondents who are customers of Angkringan in Jabon District. Data analysis was conducted using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). The findings indicate that digital marketing and service quality have a positive and significant influence on consumer trust. Furthermore, consumer trust also has a positive and significant effect on purchase intention. Digital marketing and service quality directly affect purchase intention but also have an indirect effect through consumer trust as a mediating variable. These findings confirm that consumer trust is a crucial factor in strengthening the relationship between marketing strategies, service quality, and consumer purchasing decisions.

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Published

2024-12-30

How to Cite

Tedy, L. M., Muhafidhah Novie, Laily Muzdalifah, & Afifatus Sholikhah. (2024). THE INFLUENCE OF DIGITAL MARKETING AND SERVICE QUALITY ON CONSUMER BUYING INTEREST IN ANKRINGAN THROUGH CONSUMER TRUST. Islamic Business and Management Journal, 7(2), 94–100. https://doi.org/10.21111/ibmj.v7i2.14321

Issue

Vol. 7 No. 2 (2024): IBMJ | December

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