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All Journal Jurnal Online Mahasiswa (JOM) Bidang Teknik dan Sains Indonesia Chimica Acta Jurnal Mirai Management Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen Prosiding SAKTI (Seminar Ilmu Komputer dan Teknologi Informasi) Journal of Aquaculture and Fish Health Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton JURNAL IT: Media Infromasi STMIK Handayani Makassar Suluah Bendang: Jurnal Ilmiah Pengabdian Kepada Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Al-Muamalat: Jurnal Hukum dan Ekonomi Syari'ah International Journal of Progressive Mathematics Education Jurnal Teknik Sipil Sulawesi Tenggara Educational Journal Journal of Aafiyah Health Research (JAHR) Society: Jurnal Pengabdian Masyarakat AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Jurnal Pustaka Mitra : Pusat Akses Kajian Mengabdi Terhadap Masyarakat International Journal of Health and Pharmaceutical (IJHP) Journal of Comprehensive Science Jurnal Ilmu Ekonomi Mulawarman (JIEM) Eduvest - Journal of Universal Studies Electrician : Jurnal Rekayasa dan Teknologi Elektro Room of Civil Society Development Sinergi International Journal of Management and Business The Eastasouth Journal of Information System and Computer Science Adpebi International Journal of Multidisciplinary Sciences Adpebi Science Series TINTA NUSANTARA : Jurnal Ekonomi, Manajemen, dan Akuntansi The Eastasouth Journal of Social Science and Humanities In Search (Informatic, Science, Entrepreneur, Applied Art, Research, Humanism) Economic and Business Horizon INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen Room of Civil Social Development International Journal of Accounting and Management Information Systems
Muhammad Awaluddin, Muhammad
Program Studi Budidaya Perairan Universias Mataram
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Nursing Public Health Social Sciences Other

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Digital Technology Adoption and Online Marketing Strategies as Drivers of Consumer Purchase Decisions with the Moderating Effect of Service Quality Awaluddin, Muhammad
Sinergi International Journal of Management and Business Vol. 3 No. 4 (2025): November 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijmb.v3i4.856

Abstract

This study investigates how digital technology adoption and online marketing strategies drive consumer purchase decisions, with service quality examined as a moderating variable. Employing a quantitative explanatory design, data were collected from 200 Indonesian undergraduate students who actively use the Shopee e-commerce platform. Measurement items were adapted from established scales and analyzed through Principal Component Analysis (PCA) and moderated regression analysis. The results show that both digital technology adoption and online marketing strategies have significant positive effects on consumer purchase decisions. More importantly, service quality not only exerts a direct influence but also strengthens the relationships between technology, marketing, and consumer behavior. The proposed model explains 47.2% of the variance in purchase decisions, demonstrating moderate explanatory power. This research contributes to the literature by extending previous studies that primarily examined direct relationships. It introduces service quality as a moderating mechanism that enhances the effectiveness of digital and marketing innovations. Practically, the findings offer strategic insights for e-commerce platforms to integrate technological adoption, marketing personalization, and high-quality service delivery in order to build consumer trust and encourage sustainable purchasing behavior.
Co-Authors Afwani, Royana Agistia, Nina Alfi Reza, Muhammad Alzarliani, Waode Amil Ahmad Ilham Arfiah Busari Aulia Herdiani Azaluddin, Azaluddin B, Fitriani Budi Irmawati Dedi Hidayat Dodie Tricahyono Endang Sri Andayani Fadjar, Mohammad Fatahillah, Ahmad Dzikra Fauzi, Ahmad Nur Fazrun, Muhamad Febrizal Ujang Ghiffary, Muamar Hajairin Haryono, Untung Ika Ernawati, Atis Ika Safitri Windiarti Indra Maulana, Indra Indriyanti, Ana Jiuhardi, Jiuhardi Joan Angelina Widians, Joan Angelina Juliansyah Roy Kesuma, Agus Maftuch Maftuch Miftahuddin Miftahuddin Mohammad Riza Sutjipto Muhamad Iksan, Muhamad Muhammad Hibrian Wiwi Muhammad Niswar Najib, Achmad Naim Nastassya, Nastassya Pisganidy, Marla Rahmatulloh, Iman Reza, Muhammad Alfi Rudi Hartono Samritin Samsurizal Samsurizal Sapa, Nasrullah Satir Sayati, Muhammad Sayati, Muhammad Satir Septianissa Azzahra Sidharta Krisna, Muhammad Siska Noviaristanti Siti Amalia Sudirman Sugiyanto, Muhammad Adi Tirani, Elisabeth Tricahyono, Dodie Febri Widayati, Nurfiza Winnugroho Wiratman, Manfaluthy Hakim, Tiara Aninditha, Aru W. Sudoyo, Joedo Prihartono Wiryawan, Yosef Yosef Febri Wiryawan, Yosef Febri Yunus, Ishak