Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal IIJSE
Zidane Fernanda Kusuma
Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya, Indonesia
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : IIJSE

 1 
The Influence of Service Quality and Content Marketing on the Purchase Decision in Using the Menggala Express Bus Service on the Surabaya – Malang Route Zidane Fernanda Kusuma; Sugeng Purwanto; Virginia Mandasari
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7605

Abstract

This research aims to determine the effect of Service Quality and Content Marketing on purchasing decisions in using PO Menggala bus services among users on the Surabaya–Malang route. A quantitative methodology was employed in this study, where data were gathered through questionnaire distribution and subsequently analyzed using the PLS-SEM approach via the SmartPLS application. The research involved 105 participants selected based on purposive sampling criteria. The results indicate that both Service Quality and Content Marketing have a positive and significant influence on purchasing decisions. These findings confirm that excellent service and informative, engaging digital content play a crucial role in shaping consumer preferences toward transportation services. Promotion strategies emphasizing passengers' real-life experiences through social media have proven effective in influencing purchasing decisions for PO Menggala bus services.
Co-Authors Sugeng Purwanto Virginia Mandasari