ANALYSIS OF SERVICE QUALITY, DIGITAL MARKETING AND WORD OF MOUTH ON PURCHASING DECISIONS AMONG CONSUMERS OF JARFA PONSEL
Published:
2026-11-05Downloads
Abstract
This study aims to determine the influence of Service Quality, Digital Marketing, and Word of Mouth on purchasing decisions among consumers of the Jarfa Ponsel store. The study employs a quantitative approach with an associative research design. Data were collected by distributing questionnaires to Jarfa Ponsel consumers. The study population consisted of all Jarfa Ponsel consumers; as the exact population size was unknown, purposive sampling was used as the sampling technique. Based on the Lemeshow formula, a sample of 115 respondents was obtained. Data analysis was conducted using multiple linear regression. The results indicate that Service Quality, Digital Marketing, and Word of Mouth each have a positive and significant partial effect on purchasing decisions. Simultaneously, these three variables also exert a positive and significant influence on purchasing decisions. The Adjusted R-Square value of 0.784 indicates that 78.4% of the variation in purchasing decisions can be explained by Service Quality, Digital Marketing, and Word of Mouth, while the remaining 21.6% is influenced by variables outside the scope of this study.
Keywords:
Service Quality Digital Marketing Word of Mouth Purchasing DecisionReferences
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