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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Putri Amanda
Universitas Potensi Utama
Economics, Econometrics & Finance

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ANALYSIS OF SERVICE QUALITY, DIGITAL MARKETING AND WORD OF MOUTH ON PURCHASING DECISIONS AMONG CONSUMERS OF JARFA PONSEL Putri Amanda; Ari Prabowo
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 6 (2026): December - ON PROGRESS
Publisher : CV. Radja Publika

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Abstract

This study aims to determine the influence of Service Quality, Digital Marketing, and Word of Mouth on purchasing decisions among consumers of the Jarfa Ponsel store. The study employs a quantitative approach with an associative research design. Data were collected by distributing questionnaires to Jarfa Ponsel consumers. The study population consisted of all Jarfa Ponsel consumers; as the exact population size was unknown, purposive sampling was used as the sampling technique. Based on the Lemeshow formula, a sample of 115 respondents was obtained. Data analysis was conducted using multiple linear regression. The results indicate that Service Quality, Digital Marketing, and Word of Mouth each have a positive and significant partial effect on purchasing decisions. Simultaneously, these three variables also exert a positive and significant influence on purchasing decisions. The Adjusted R-Square value of 0.784 indicates that 78.4% of the variation in purchasing decisions can be explained by Service Quality, Digital Marketing, and Word of Mouth, while the remaining 21.6% is influenced by variables outside the scope of this study.
ANALYSIS OF SOCIAL MEDIA MARKETING, NEW CULTURAL MARKETING AND SERVICESCAPE ON REPURCHASE INTENTION AT LANGIT SOCIETY CAFE Putri Amanda; Ari Prabowo
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 6 (2026): December - ON PROGRESS
Publisher : CV. Radja Publika

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Abstract

This study was motivated by the fluctuating sales performance of Cafe Langit Society and the results of a preliminary survey indicating that consumers’ repurchase intention had not yet been optimally established. This study aims to analyze the effects of Social Media Marketing, New Cultural Marketing, and Servicescape on consumers’ Repurchase Intention at Cafe Langit Society, both partially and simultaneously. This study employed a quantitative approach with an associative research design. The sampling technique used was nonprobability sampling using purposive sampling, involving a total of 135 respondents. Data were collected through questionnaires using a Likert scale and processed using IBM SPSS Statistics version 27. The analytical techniques included multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination. The results showed that Social Media Marketing had a positive and significant effect on Repurchase Intention, with a t-value of 3.552 and a significance value of 0.001. New Cultural Marketing also had a positive and significant effect on Repurchase Intention, with a t-value of 3.363 and a significance value of 0.001. Servicescape had a positive and significant effect on Repurchase Intention, with a t-value of 4.380 and p < 0.001. Servicescape had the highest standardized beta coefficient of 0.349, indicating that it was the variable with the relatively strongest influence on Repurchase Intention. Simultaneously, Social Media Marketing, New Cultural Marketing, and Servicescape had a significant effect on Repurchase Intention, with an F-value of 56.334 and p < 0.001. The adjusted R-squared (R²) value of 0.553 indicates that the three variables explained 55.3% of the variation in Repurchase Intention, while the remaining 44.7% was explained by other factors outside this study. Therefore, the better the implementation of Social Media Marketing, New Cultural Marketing, and Servicescape, the higher the consumers’ Repurchase Intention at Cafe Langit Society.
Co-Authors Ari Prabowo