Improving Purchasing Decisions Through Service Quality and Digital Marketing

Abstract

The formulation of the problem in this study is 1) How does service quality affect purchase interest?; 2) How does service quality affect purchasing decisions?; 3) How does digital marketing affect purchase interest?; 4) How does digital marketing affect purchasing decisions?; 5) How does purchase interest affect purchasing decisions?; 6) How does service quality affect purchasing decisions through purchase interest as an intervening variable?; 7) How does digital marketing affect purchasing decisions through purchase interest as an intervening variable?. This study uses a quantitative approach. In this study, the population consisted of 8879 swimming pool visitors in the October-December period. This study uses a purposive sampling technique, the number of samples used in this study was 100 respondents. The instrument used in data collection was a questionnaire. This study uses data analysis including descriptive analysis and Data Analysis with Structural Equation Model (PLS). The results of the study obtained 1) service quality has a positive and significant effect on purchase interest to the East Rejosari Swimming Pool based on the Tstatistic value of (5.283) and the Sig. value. 0.001 < 0.05. 2) service quality has a positive and significant influence on purchasing decisions to the Rejosari Timur Swimming Pool based on the Tstatistic value of (4.862) and the Sig. value of 0.005 < 0.05. 3) digital marketing has a positive and significant influence on purchasing interest to the Rejosari Timur Swimming Pool based on the Tstatistic value of (5.322) and the Sig. value of 0.000 < 0.05. 4) digital marketing has a positive and significant influence on purchasing decisions to the Rejosari Timur Swimming Pool based on the Tstatistic value of (6.450) and the Sig. value of 0.000 < 0.05. 5) purchasing interest has a positive and significant influence on purchasing decisions to the Rejosari Timur Swimming Pool based on the Tstatistic value of (5.470) and the Sig. value of 0.002 < 0.05. 6) service quality has a positive and significant influence on purchasing decisions to the Rejosari Timur Swimming Pool through purchasing interest with a specific indirect effect (Specific Indirect Effect) based on the Tstatistic value of (5.342) and a Sig. value of 0.000 <0.05. 7) digital marketing has a positive and significant influence on purchasing decisions to the Rejosari Timur Swimming Pool through purchasing interest with a specific indirect effect (Specific Indirect Effect) based on the Tstatistic value of (4.321) and a Sig. value of 0.003 <0.05.