The Effect Of Digital Marketing, Product Quality, And Brand Image On Purchase Decisions And Implications On Customer Satisfaction Of Online Auto Spare Parts Stores In The Shopee Marketplace In The Jabodetabek Area

Abstract

This research begins with the phenomenon of sales performance and purchasing interest in online car spare parts stores on the Shopee marketplace that has not improved. The purpose of this study is to analyze the influence of Digital Marketing (X1), Product Quality (X2), and Brand Image (X3) on Purchasing Decisions (Y) and their implications for Consumer Satisfaction (Z) at the Tokotoki Car Spare Parts Online Store on the Shopee Marketplace in the Greater Jakarta area. The research method used is a descriptive survey and an explanatory survey. The sampling technique used was purposive convenient sampling, and the research sample was 375 Tokotoki consumers in the Greater Jakarta area, with a sampling error of 5%. The analytical tool used in this study was the Structure Equity Model (SEM) LISREL analysis. The results of the study indicate that Digital Marketing (X1), Product Quality (X2), Brand Image (X3), Purchase Decision (Y), and Consumer Satisfaction (Z) are in the fairly good category. Simultaneously, the three independent variables have a significant effect on Purchase Decision (Y) of 84.36%. Partially, Product Quality (X2) has the largest influence, namely 47.33%, followed by Brand Image (X3) of 34.96%. Digital Marketing (X1) does not have a direct significant effect. Purchase Decision (Y) has a significant effect on Consumer Satisfaction (Z) of 80.24%. The conclusion of this study is that Product Quality (X2) is the dominant factor in forming Purchase Decision (Y) and Consumer Satisfaction (Z). And Digital Marketing (X1) cannot stand alone to change interactions into Purchase Decision (Y) unless done simultaneously, with the help of other variables such as Product Quality (X2) Brand Image (X3).