THE DIGITAL MARKETING TO INFLUENCE CUSTOMER SATISFACTION MEDIATED BY PURCHASE DECISION

Syamsul Bachri · Setiawan Mandala Putra · Erwan Sastrawan Farid · Darman Darman · Arung Gihna Mayapada

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media SMEs Development and Digital Marketing

Abstract

Consumer satisfaction and purchasing decisions made by consumers have always been a concern of marketers, taking into account these two aspects can encourage businesses to develop. Digital marketing is one of the factors that can shape consumer satisfaction and purchase decisions. For this reason, this study aims to prove whether there is an influence between digital marketing on purchasing decisions and consumer satisfaction, the influence of purchasing decisions on consumer satisfaction, and to prove whether purchasing decisions can mediate the relationship between digital marketing and customer satisfaction. This study, using Structural Equation Modeling (SEM) Partial Least Squares (PLS) analysis to test the hypothesis. This study also using a non-probability sampling method through a judgmental sampling technique. The minimum number of samples in using SEM is 100-200 samples, and this study uses a sample of 100 respondents. The results of the study show that digital marketing influences purchasing decisions and also influences consumer satisfaction. Other findings show that purchasing decisions have a positive effect on consumer satisfaction. The research findings also show that purchasing decisions can positively mediate the relationship between digital marketing and consumer satisfaction. The findings of this study have practical implications especially transformations in digital-based marketing strategies. The use of various digital marketing strategies such as email marketing, search engine optimization, search engine marketing, content marketing, social media marketing, etc., can help companies or marketers to increase consumer decisions in making purchases which at the last can build their satisfaction.

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2013A Primer on Partial Least Squares Structural Equation Modeling 2013The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook 2012Digital Marketing: Strategy, Implementation and Practice 2018Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty 2010An assessment of customers’ e-service quality perception, satisfaction and intention 2015Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study 2020The digital marketing capabilities gap 2016The effect of web advertising visual design on online purchase intention: An examination across gender

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