<![CDATA[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.]]>
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