Analysis of The Drivers of Consumer Purchasing Decisions in The Digital Era: The Role of Social Media Marketing, E-Service Quality, and Payment Safety

Abstract

The objective of this study is to examine and analyze the influence of consumer purchasing decisions in digital era by considering the influence of social media marketing, e-service quality, and payment safety. The respondents are 120 university students in Bandung, West Java who use digital platform to purchase products or services. The data is collected by distributing questionnaires to the respondents, and analyzed using the multiple regression analysis with SPSS 26. The findings of this study indicate that consumer purchasing decision is positively and significantly influenced by social media marketing, e-service quality, and payment safety. This means that the owners or managers of products and services sold through online platforms must pay attention to these three aspects, as it will increase the consumer purchase decisions, thus enhancing the company’s profitability.

Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing

“…This result aligns with the findings of Pasa et al (2020), unveiling that service quality did not significantly impact purchase decisions. As Somethinc operates both offline and online, this study contradicts the results of Suganda and Arrifianti (2023), which proved that e-service quality had a significant impact on consumers' purchase decisions.…”

“…It uniquely communicates brand distinctiveness through peerto-peer interactions and meaningfully engages consumers, thereby influencing product and brand choices. It is in harmony with research conducted by Suganda and Arrifianti (2023), underscoring the positive relationship between social media marketing and purchase decisions. H1: Brand image has a significant impact on purchase decisions.…”

Impact of Digital Marketing Strategies on Consumer Purchasing Decisions in the Indonesian Market: The Mediating Role of Customer Satisfaction

“…These strategies encompass a wide array of online channels and techniques designed to reach and engage target audiences (Chamboko-Mpotaringa & Tichaawa, 2023). Social media marketing, search engine optimization (SEO), content marketing, email campaigns, and influencer collaborations are just a few examples of digital marketing avenues that businesses leverage (Suganda & Arrifianti, 2023a). Through these strategies, companies can create a compelling online presence, raise brand awareness, and establish meaningful connections with consumers (Miquel Vidal & Castellano-Tejedor, 2022).…”

Pengaruh Social Media Marketing Tiktok dan Kualitas Produk terhadap Keputusan Pembelian Produk Camille Beauty

“…Pemasaran Media Sosial merupakan kegiatan pemasaran produk melalui media online, memanfaatkan berbagai platform online seperti media social, market place, dan berbagai platform lainnya. Digital Marketing dapat mencakup pasar yang lebih luas dikarenakan dunia maya mampu menghubungkan semua orang diseluruh dunia hanya dengan sebuah perangkat [16]. Proses pemasaran produk atau jasa dengan memanfaatkan media digital dan internet guna meningkatkan target konsumen dan memaksimalkan tujuan pemasaran [17].…”