<![CDATA[Purpose – This study examines whether digital marketing through a mobile application and electronic service quality influence purchase decisions among university students who use the Bukalapak marketplace in Bandung, Indonesia. The study is motivated by Bukalapak’s declining brand index and visitor traffic and by user complaints about promotions, interface performance, and service responsiveness. Methodology – A quantitative, descriptive-verificative survey was conducted with 100 respondents selected through purposive sampling. Data were collected using a 32-item, five-point Likert questionnaire and analyzed in IBM SPSS Statistics 26 through validity and reliability tests, descriptive analysis, classical assumption tests, multiple linear regression, correlation, coefficient of determination, and t and F tests. Findings – Digital marketing mobile application, e-service quality, and purchase decision were all rated less favorably, with achievement scores of 54.72%, 53.97%, and 53.82%, respectively. Both predictors had positive and significant effects on purchase decision. The model explained 64.1% of the variance in purchase decision. Novelty – The study integrates application-specific digital marketing dimensions with e-service quality in a single model and identifies the relative dominance of service quality in a marketplace experiencing declining usage. Significance – The findings provide practical priorities for marketplace managers, especially promotion design, customer-service responsiveness, application usability, and seller availability, while extending evidence on digital purchase behavior among student consumers.]]>
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