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All Journal Jurnal Buana Informatika Jurnal Edukasi dan Penelitian Informatika (JEPIN) Format : Jurnal Imiah Teknik Informatika ComTech: Computer, Mathematics and Engineering Applications bit-Tech eCo-Buss Algor SATIN - Sains dan Teknologi Informasi
Junaedi
Universitas Buddhi Dharma
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Mathematics

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Unveiling the Synergy: How Entrepreneurial Marketing and Product Quality Drive Purchase Decisions through the Lens of Digital Marketing Mariana Purnamasari; Aditiya Hermawan; Junaedi
eCo-Buss Vol. 6 No. 3 (2024): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v6i3.1181

Abstract

  This study delves into the complex interactions between entrepreneurial marketing, product quality, and digital marketing within Indonesia's dynamic digital marketplace, aiming to decipher their combined impact on purchase decisions. Employing a quantitative causal approach alongside Structural Equation Modeling (SEM) and Smart PLS software, the research endeavors to uncover the underlying mechanisms driving consumer behavior in this context. Findings indicate that while Entrepreneurial Marketing may not exert a direct influence on purchase decisions, both Product Quality and Digital Marketing play significant roles in shaping consumer choices. Notably, Digital Marketing emerges as a crucial moderating factor, enhancing the effects of Entrepreneurial Marketing and Product Quality on purchase decisions. These results underscore the pivotal role of digital platforms in influencing consumer behavior and preferences. The study provides actionable insights for businesses, advocating for the integration of digital marketing strategies and the promotion of high-quality products to effectively engage online consumers and drive purchasing behavior. While acknowledging limitations such as sample size and generalizability, this research lays the groundwork for future investigations into the nuanced dynamics of digital marketing's impact on marketing strategies and product quality enhancement. Overall, this study contributes to advancing the understanding of digital consumer behavior, emphasizing the transformative potential of digital marketing in today's evolving digital marketplace.
Co-Authors Abidin Abidin Aditiya Hermawan Alexius Hendra Gunawan Ardiane Rossi Kurniawan Maranto Benny Daniawan Deviastati Putri Sugiarta Karlim Hok Ki Jelvin Putra Halawa Leonardo Lianata Luis Alpianto Mariana Purnamasari Maysha Permata Putri Oscar Hasan Putra Riki Riki Suwitno Verry Kuswanto Yusuf Kurnia