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All Journal Advances in Management & Financial Reporting
Nining Farniati
Sekolah Tinggi Ilmu Ekonomi Yapis, Dompu, Indonesia
Economics, Econometrics & Finance

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Digital Marketing Strategies and Service Quality on Purchase Decisions: The Role of Purchase Intention as a Mediator in MSMEs Nining Farniati; Mahmud Mahmud; Ibrahim Zakariah
Advances in Management & Financial Reporting Vol. 4 No. 3 (2026): June - September
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/amfr.v4i3.985

Abstract

Purpose: This study aims to empirically examine the effects of digital marketing strategy and service quality on purchasing decisions, using purchase intention as a mediating variable in a fashion MSME. Research Method: This explanatory quantitative study employed purposive sampling to select 97 active social media followers. Data were collected via online Likert-scale questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results and Discussion: Findings reveal that digital marketing directly and significantly influences purchasing decisions without building purchase intention. Conversely, service quality does not directly impact purchasing decisions; rather, it requires purchase intention as a full psychological mediator to generate real transactions. Implications: Fashion MSMEs should deploy aggressive digital marketing to drive quick sales conversions while simultaneously optimizing customer service quality to cultivate purchase intention for long-term engagement. Originality: This research resolves theoretical inconsistencies regarding the direct effects of digital marketing and service quality by integrating purchase intention as a psychological mediator in the highly dynamic digital fashion MSME sector.
Co-Authors Ibrahim Zakariah Mahmud Mahmud