The Effect of Digital Marketing and Service Quality on Purchasing Decisions at Batik Manggur Probolinggo
DOI:
https://doi.org/10.51747/6rdtvv18Keywords:
Digital Marketing, Service Quality, Purchasing Decision, Small Business, BatikAbstract
Local businesses face tight competition and need modern strategies to attract buyers. This study aims to analyze the impact of digital marketing and service quality on consumer purchasing decisions at a local batik enterprise in Probolinggo City. We applied a quantitative approach to test our framework. We distributed printed questionnaires to all registered consumers to gather primary data. We analyzed the consumer responses using a structural equation modeling technique. Our results indicate that digital marketing has a positive and significant effect on consumer choices. Service quality also provides a positive and significant impact on the purchasing decision. Between these two variables, consumers consider service quality as the most dominant reason for buying the product. Improving online promotions and maintaining excellent customer service successfully encourage buyers to complete their transactions. Local business owners should focus on combining an interactive online presence with helpful personal assistance to secure sales and grow their market.
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