Pengaruh Digital Marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian

Authors

Pipih Sopiyan FEB - Universitas Majalengka

DOI:

https://doi.org/10.32670/coopetition.v13i2.1057

Abstract

The service quality of the Wedhatama Cooperative (KOPTAMA) is centered on efforts to fulfill the needs and desires of members and the provision of delivery to meet the expectations of members. Service quality depends on the ability of the service provider to consistently meet the expectations of members. The purpose of this study was to determine the effect of service quality on cooperative member satisfaction and its implications for member participation as debtors of the Wredatama Ngada Pension Cooperative. This study uses explanatory study methods (descriptive verification). The dimensions used in this study are Service Quality (SERVQUAL) (X) which consists of the variables Tangible (X1), Reliability (X2), Responsiveness (X3), Assurance (X4), and Empathy (X5) which are associated with Member satisfaction variables. (Y) and Member Participation variable (Z) using simple linear regression and multiple linear regression. The results show that there is significance influence between service quality variables (Tangible (X1), Reliability (X2), Responsiveness (X3), Assurance (X4) , and Empathy (X5) on member satisfaction and the effect of member satisfaction on member participation by 48.40%, while the remaining 51.6% is influenced by other variables not examined in this study.

Downloads

Download data is not yet available.

References

Arikunto, S. (2002). Metodologi Penelitian Suatu Pendekatan Proposal. 2017.

Belch Georg E., & Michael A. Belch Michael A. (2018). Advertising and Promotion An Integrated Marketing Communications Perspective, Sixth Edition. Sereal

Belch, G. E., & Belch, M. A. (2015). Advertising and Promotion : An Integrated Marketing Communications Perspective. 10th edition. Boston: McGraw-Hill Irwin.

Dedi Purwana ES, Rahmi, & Shandy Aditya. (2017). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil, dan Menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM) EISSN : 2580-4332, Vol.1 No.1 Juli 2017.

Dr. Mulyono, S.E., M. M. (2019). Analisis Uji Asumsi Klasik. Binus.

Ester Y Bulele. (2016). Analisis Pengaruh Citra Toko, Kualitas Pelayanan dan Ketersediaan Produk Terhadap Keputusan Pembelian di Toko Buku Gramedia Manado. Jurnal Berkala Ilmiah Efisiensi. Vol.16, No.3, 258-269.

Gede Wisnu Saputra, & I Gusti Agung Ketut Sri Ardani. (2020). Pengaruh Digital Marketing, Word Of Mouth, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Konsumen atau Nasabah Pengguna Jasa PT. Pegadaian Kantor Wilayah VII Denpasar. E-Jurnal Manajemen. Vol.9, No. 7,2020, 2596-2620.

Glen Irwinto L, Imam Wibowo, & Amanda Setiorini. (2019). Implementasi Digital Marketing Terhadap Keputusan Pembelian Konsumen JD.id jakarta. Jurnal Manajemen Bisnis Krisnadwipayana. Vol.7. No.3.

Harwindra Yoga Prasetya, & Adi Nurmahdi. (2015). Pengaruh Pemasaran Digital dan Perilaku Online Konsumen pada Peningkatan Kesadaran Konsumen dan Dampaknya Terhadap Keputusan Pembelian Via Website (Studi Kasus Pada E-Commerce Website PT. Campina Ice Cream Industry). Thesis S2.

Ilham Tugiso, Andi Tri Haryono, & Maria M Minarsih. (2016). Pengaruh Relationship Marketing, Keamanan, Kepercayaan dan Kualitas Pelayanan Terhadap Keputusan Pembelian Online Shop dan Loyalitas Konsumen Sebagai Variabel Intervening (Studi Kasus Pada Onlineshop "NUMIRA" Semarang). Journal Of Management, Volume 2 No. 2 Maret 2016.

Jecson, P., Doda, D. V. D., Pinontoan, O. R., Studi, P., Ilmu, M., Masyarakat, K., & Sam, U. (2020). Journal of. 1, 70–77.

Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition. Edition New Jersey: Pearson Pretice Hall, Inc.

Kotler, P., & Keller, K. L. (2016). MarkKotler, P., & Keller, K. L. (2016). Marketing Management. Global Edition (Vol. 15E). https://doi.org/10.1080/08911760903022556eting Management. In Global Edition.

Mangkunegara, A. P. (2015). Sumber Daya Manusia Perusahaan. Cetakan Kedua Belas. Bandung: Remaja Rosdakarya.

Nadya. (2016). Peran Digital Marketing Dalam Eksistensi Bisnis Kuliner Seblak Jeletet. Jurnal Riset Manajemen dan Bisnis Vol.1, No.2, Oktober 2016, 133-144.

Pangestika, W. (2018). Mengenal Konsep dan Penerapan Digital Marketing yang Harus Anda Ketahui. Jurnal.id.

Pebrianti, W., Arweni, A., & Awal, M. (2020). Digital Marketing, e-WOM, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. Jurnal Ilmu Ekonomi & Sosial, 11(1), 48–56. https://doi.org/10.35724/jies.v11i1.2848

Riduwan. (2015). Metode dan Teknik Menyusun Skrisi dan Tesis. Bandung: Alfabeta.

Sugiyono. (2017). Metode Kuantitatif. In Metode Penelitian Kuantitatif, Kualitatif, dan R&D (pp. 13–19).f. In

Sudarso, A. (2016). Manajemen Pemasaran Jasa Perhotelan, Edisi 1. Yogyakarta: Deeppublish.

Tjiptono, F., & Chandra, G. (2016). Pemasaran Jasa (Prinsip, Penerapan, dan Penelitian). Yogyakarta: Andi.

Downloads

Published

2022-07-06

How to Cite

Sopiyan, P. . (2022). Pengaruh Digital Marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian . Coopetition : Jurnal Ilmiah Manajemen, 13(2), 249–258. https://doi.org/10.32670/coopetition.v13i2.1057