Analysis of Determinants of Mobile Phone Purchasing Decisions in Jakarta Shopping Centers

Muphimin Muphimin; Siti Nurohmah

doi:10.38035/dijdbm.v6i1.3928

Authors

Muphimin Muphimin Institute of Business and Informatics Kosgoro 1957, Indonesia
Siti Nurohmah APP Polytechnic Jakarta, Indonesia

DOI:

https://doi.org/10.38035/dijdbm.v6i1.3928

Keywords:

Determinant, Digital Marketing, Brand Image, Sales Interaction, Purchase Decision, Customer Satisfaction, Mobile Phone Dealers

Abstract

This study is to see the effect of digital marketing, brand image, and sales interaction on purchasing decisions mediated by customer satisfaction. This research uses the SEM method using 250 respondents at Mobile Phone Dealers at Shopping Centers in Jakarta. Research results of direct hypothesis testing show that Digital Marketing has a significant effect on Sales Performance, but not on Customer Satisfaction. Brand Image has a significant effect on Customer Satisfaction and almost significant on Sales Performance. Sales Interaction has a significant effect on Sales Performance and Customer Satisfaction. Customer Satisfaction has a very significant effect on Sales Performance. Indirect Hypothesis shows that the relationship between Digital Marketing, Customer Satisfaction, and Sales Performance is not significant. However, Brand Image and Sales Interaction have a highly significant effect on Sales Performance through Customer Satisfaction. The research concludes that Digital Marketing affects Sales Performance, while Brand Image and Sales Interaction affect Sales Performance and Customer Satisfaction. Customer Satisfaction has an effect on Sales Performance.

References

Armstrong, G., & Kotler, P. (2021). Fundamentals of Marketing. Volume I, Translation of Alexander Sindoro and Benyamin Molan. Jakarta: Prenhalindo.

Atmawati, & Wahyuddin. (2020). Analysis of the Effect of Service Quality on Customer Satisfaction at Matahari Department Store in Solo Grand Mall. Journal of Competitiveness, MM- UMS Program.

Bahrudin, M., & Zuhro, S. (2021). The Effect of Trust and Customer Satisfaction on Customer Loyalty. BUSINESS: Journal of Islamic Business and Management.

Fandy, T. (2018). Marketing Strategy. 4th edition. Yogyakarta: Andi Offset.

Ginting, D. Br. (2019). Structural Equation Model (SEM). Informatics Media, 8(3), 121-134. Gobe, M. (2019). Emotional Branding. New York: Allworth.

Harmmesta, B. S., & Handoko, T. H. (2021). Marketing Management: Analysis of Consumer Behavior Yogyakarta: BPFE-YOGYAKARTA.

Haryono, B. (2019). How To Be a Professional Customer Service. Yogyakarta: CV Andi Offset.

Hermawan, I. (2019). Qualitative, Quantitative and Mixed Method Educational Research Methodology. Kuningan: Hidayatul Quran Kuningan.

Indrasari, M. (2019). Marketing and Customer Satisfaction. Surabaya: Unitomo Press. Irawan, H. (2021). Principles of Customer Satisfaction. Jakarta: Elex Media Komputindo.

Kotler, P. (2019). Marketing Management. Millennium Edition. Jakarta: Prenhalindo.

Kotler, & Keller. (2021). Essentials of Marketing Management (6th ed.). Yogyakarta: Andi Offset.

Muljono. (2019). The Effect of Digital Marketing on Purchasing Decisions at Kadatuan Koffie. e-Proceeding of Management, 8, 1244-1251.

Nasdini, Y. (2020). The Effect of Digital Marketing on Sales Levels Through Social Media. Journal of Economics.

Septiani, M. (2019). The Effect of Green Product and Green Advertising on Purchasing Decisions on Lemonilo Products at Organic Stores Bandung. (Doctoral dissertation, Universitas Komputer Indonesia).

Setiadi, E. (2020). The Effect of Price and Promotion on Purchasing Decisions for Monin Syrup at PT Kharisma Sukses Gemilang. Tangerang: Unpublished Thesis

Swastha, B. (2020). Sales Management. Yogyakarta: BPFE.

Tjiptono, F. (2019). Services Marketing Latest Edition. Yogyakarta: Andi Offset.

Ujang Sumarwan, F. T. (2019). Marketing Strategy in the Perspective of Consumer Behavior. PT IPB Press Publisher.