Article Per Year (5 Year)
p-Index From 2020 - 2025
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All Journal International Journal of Applied Business and International Management
Sugiyanto Sugiyanto
Faculty of Economic and Business, University of Dr. Soetomo
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Role of Digital Marketing, Service Quality, Product Quality on Purchasing Power through the Satisfaction of Probolinggo MSME Followers during the Covid-19 Pandemic Yuyun Sumarlinah; Sukesi Sukesi; Sugiyanto Sugiyanto
International Journal of Applied Business and International Management Vol 7, No 1 (2022): April 2022
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (167.646 KB) | DOI: 10.32535/ijabim.v7i1.1444

Abstract

This study aims to analyze the role of digital marketing, service quality, and product quality on purchasing power through consumer satisfaction of the MSME followers processing and marketing marine and fishery products in Probolinggo City during the Covid-19 pandemic. This study used 225 respondents for the object of the study. The results showed that the role of digital marketing, service quality, and product quality affect consumer satisfaction. Furthermore, the consumer satisfaction affects purchasing power. In addition, the role of digital marketing, service quality, and product quality affect consumer purchasing power. However, the role of digital marketing, service quality, and product quality does not affect consumer purchasing power through consumer satisfaction as an intervening variable. It implies that the MSME actors can adapt to changes in the business environment, allowing them to survive and be responsive to any changes.  
The Role of Digital Marketing, Service Quality, Product Quality on Purchasing Power through the Satisfaction of Probolinggo MSME Followers during the Covid-19 Pandemic Yuyun Sumarlinah; Sukesi Sukesi; Sugiyanto Sugiyanto
International Journal of Applied Business and International Management Vol 7, No 1 (2022): April 2022
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v7i1.1444

Abstract

This study aims to analyze the role of digital marketing, service quality, and product quality on purchasing power through consumer satisfaction of the MSME followers processing and marketing marine and fishery products in Probolinggo City during the Covid-19 pandemic. This study used 225 respondents for the object of the study. The results showed that the role of digital marketing, service quality, and product quality affect consumer satisfaction. Furthermore, the consumer satisfaction affects purchasing power. In addition, the role of digital marketing, service quality, and product quality affect consumer purchasing power. However, the role of digital marketing, service quality, and product quality does not affect consumer purchasing power through consumer satisfaction as an intervening variable. It implies that the MSME actors can adapt to changes in the business environment, allowing them to survive and be responsive to any changes.  
Co-Authors Sukesi . Yuyun Sumarlinah