Pengaruh Penerapan Digital Marketing dan Kualitas Pelayanan terhadap Minat Beli pada Usaha Mikro Kecil Menengah

Abstract

Abstract. The phenomenon of MSME actors who fail to attract maximum buying interest is the focus of this research. This study aims to assess the impact of Digital Marketing strategies on consumer perceptions of service quality and subsequent purchasing decisions. Customer relationship management and service quality factors such as tangibles, reliable accountability, responsiveness authority, competence, courtesy, trust, security, access, communication and customer understanding as measured through Digital Marketing channels such as website dimensions, search engine optimization (SEO ), click-based paid search advertising, affiliate marketing and strategic partnerships, online public relations, social networking, email marketing, and so on. The sample consisted of 263 accounting students who had made purchases online and were regular internet users. Descriptive validation and quantitative methods are used in this study. The results of the research multiple linear regression analysis that (1) Digital Marketing significantly influences purchase intention and (2) service quality significantly influences purchase intention.

Abstrak. Fenomena pelaku UMKM yang gagal menarik minat beli secara maksimal menjadi fokus penelitian ini. Penelitian ini bertujuan untuk menilai dampak strategi pemasaran digital terhadap persepsi konsumen terhadap kualitas layanan dan keputusan pembelian selanjutnya. Manajemen hubungan pelanggan dan faktor kualitas layanan seperti bukti fisik, akuntabilitas yang andal, otoritas daya tanggap, kompetensi, kesopanan, kepercayaan, keamanan, akses, komunikasi, dan pemahaman pelanggan yang diukur melalui saluran pemasaran digital seperti dimensi situs web, optimisasi mesin pencari (SEO) , iklan pencarian berbayar berbasis klik, pemasaran afiliasi dan kemitraan strategis, hubungan masyarakat online, jejaring sosial, pemasaran email, dan sebagainya. Sampel terdiri dari 263 mahasiswa akuntansi yang pernah melakukan pembelian secara online dan merupakan pengguna internet biasa. Validasi deskriptif dan metode kuantitatif digunakan dalam penelitian ini. Hasil analisis regresi linier berganda penelitian bahwa (1) pemasaran digital secara signifikan memengaruhi niat pembelian dan (2) kualitas layanan secara signifikan memengaruhi niat membeli.