PENGARUH DIGITAL MARKETING DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN YANG DIMODERASI OLEH CITRA PERUSAHAAN

Widyanto Aji Saputro · Netty Laura S

12 citations0/0 files storedMEDIA MANAJEMEN JASA

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Consumer Retail Behavior Studies

Abstract

ABSTRAKPenelitian ini bertujuan untuk menjelaskan pengaruh digital marketing dan layanan purna jual terhadap keputusan pembelian yang dimoderasi oleh citra perusahaan PT. Handi Jaya Sukatama. Populasi dalam penelitian ini adalah konsumen PT. Handi Jaya Sukatama dengan sampel 130 orang. Teknik sampling menggunakan Random Sampling. Instrument analisis statistik melalui PLS.3.0 yang digunakan untuk menguji hipotesis. Hasil penelitian ini menemukan 5 (Lima) hipotesis yakni variabel digital marketing berpengaruh positif dan tidak signifikan terhadap keputusan pembelian, variabel layanan purna jual berpengaruh positif dan signifikan terhadap keputusan pembelian, citra perusahaan berpengaruh negatif dan signifikan terhadap keputusan pembelian, moderasi citra perusahaan pada digital marketing terhadap keputusan pembelian berpengaruh negatif dan tidak signifikan, selain itu moderasi citra perusahaan pada layanan purna jual terhadap keputusan pembelian berpengaruh negatif dan tidak signifikan.Kata Kunci : Keputusan Pembelian, Citra Perusahaan, Digital Marketing dan Layanan Purna Jual ABSTRACT This study aims to explain the effect of digital marketing and after sales service on purchasing decisions that are moderated by the corporate image of PT. Handi Jaya Sukatama. The population in this study are consumers of PT. Handi Jaya Sukatama with a sample of 130 people The sampling technique uses random sampling. Statistical analysis instruments through PLS.3.0 are used to test hypotheses. The results of this study found 5 (five) hypotheses namely digital marketing variables had a positive and not significant effect on purchasing decisions, after-sales service variables had a positive and significant effect on purchasing decisions, company image had a negative and significant effect on purchasing decisions, moderation of corporate image on digital marketing to the purchase decision has a negative and not significant effect, in addition to the moderation of the company's image in the after-sales service to the purchase decision has a negative and not significant effectKeywords: Purchasing Decision, Corporate Image, Digital Marketing,After Sales Service.

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2022STUDI FENOMENOLOGI: PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN PRODUK SKINCARE MELALUI MEDIA PLATFORM DIGITAL DI ERA COVID-19 2022Pengaruh Digital Marketing, Label Halal, Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Empiris UMKM Oleh-Oleh Getuk Eco Magelang)

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