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Nurfadillah, Mursidah
Muhammadiyah University Of East Kalimantan
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : Jurnal Development

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Moderasi Brand Image pada Digital Marketing dan E-Service Quality Terhadap Minat Konsumen Difcloth Samarinda Utami, Ermi; Akbar, Achmad; Nurfadillah, Mursidah
Jurnal Development Vol. 12 No. 1 (2024): Jurnal Development
Publisher : Universitas Muhammadiyah Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53978/jd.v12i1.361

Abstract

This research aims to analyze the influence of Digital Marketing and E-Service Quality on consumer buying interest in Difcloth Samarinda with Brand Image as a moderating variable. This type of research is quantitative research, the objects used are Difcloth Samarinda consumers who are Instagram followers @difcloth _. The population in this study was all 4,400 Instagram followers @difcloth_ and the sampling technique used was simple random sampling where in calculations using the Slovin formula, 98 respondents were obtained. The data collection technique uses a questionnaire and is calculated using a Likert scale. The analysis tool uses multiple linear regression with moderation. The data collection techniques used were interviews, questionnaires and observation. The data analysis techniques used in this research are multiple linear regression analysis, validity test, reliability test, normality test, multiconference test, heteroscedasticity test, t test, f test, and coefficient of determination with the help of the SPSS program. The research results show that (1) digital marketing has a positive and significant effect on consumer purchasing interest in difcloth, (2) e-service quality has a positive and significant effect on consumer purchasing interest in difcloth, (3) Brand image strengthens the influence of digital marketing & e-service quality on consumer interest in difcloth. Keywords: Digital Marketing, E-Service Quality, Instagram, Brand Image.
Co-Authors Aang Larassanti Ade Gunawan Adhadianawaty, Sri Aisyiyati Sitti Noor Ajeng Nugrahaning Dewanti Akbar, Achmad al farauqi, Mohamad dziqie aulia Andy Darmawan Anggi Mayang Sari Aqilmuthaqien Muthaqien Asyari, Achmad Hasan Bun Yamin Dedy Setyawan Deni Malik Desti Yolinda Desyi Desyi Dias Sesar Pratama Ebi Abadi Eden Eden Eriza Velannia Fauziah, Fenty Febryanti, Siti Rini Fenty Fauziah Fenty Fauziah Fitriansyah, Fitriansyah Hamka Hamka Hardianto Ardi Hardjanti, Ana Rusliani Hesti Wira Nanda Hevi Riani Ika Nur Istiqomah Ikhwanul Muslim Imam Mustofa Indah Widyah Ningsih Indriawati Indriawati Isnaini Dzahabiyyah, Rahmi Isnaini Dzahabiyyah Istania Jamal , Sri Wahyuni Joko Sabtohadi Kamaratih, Dewi Khairul Anam Khairunnisa, Namirah Laelatul Fajriani Lilik Noor Yuliati M. Dedy Lesmana Maisah Maisah Malik, Deni Maulida, Nadila Megawati Simanjuntak Mohamad Anwarul Huda Muhammad fikri Bagus Wicaksono Nadila Maulida Nardi, Nardi Ningsih, Indah Widyah Novitadiningrum, Adinda Nurindarni, Nurindarni Oktavennica, Maria Avelia Paula Mariana Kustiawan Praditasari, Alvina Charisma Praja Hadi Saputra Pribadi, Muhammad Iqbal Pujowati, Penny Putri Indah Dewi Rahmadini, Dwi Rinda Safitri Rinda Sandayani Karhab Ris Setyawati Riska Damayanti Riza, Wahyu Friyonanda Riziq, Sayid Muhammad Rizky nur cahyadi Saputri, Melinda Sari, Cici Alya Sariani Sariani Siti Hajar Yanti siti mai munah Sofyan Sjaf Sri Wahyuni Jamal Surya Hardi Saputra Susilo, Landifa Kantana Erlian Thitin Variatin Utami, Ermi Ver Anitra Vera Anitra Yakup, Muhamad Yanti, Siti Hajar Yuli Yanti Yulianingrum, Aullia Vivi Zien , Rushami Zien, Nur Hanisfatin Rushami