Pengaruh digital marketing dan e-service quality terhadap purchase intention melalui customer relationship management Blibli di Surabaya
Article Sidebar
Main Article Content
Abstract
The study aims to examine the effect of digital marketing and e-service quality on purchase intention through Blibli’s customer relationship management in Surabaya. The quantitative method of research equipped with the main instrument a questionnaire survey to the owner of the Blibli account was conducted. This research sampling technique is non-probability sampling with a purposive sampling technique. The sample used in this study amounted to 164 respondents. The sample criteria determined are, Blibli account users over 17 years of age, domiciled in the entire city of Surabaya. This study uses structural equation modeling (SEM) data analysis techniques. Data processing is done using SmartPLS software. The results of this study indicate that digital marketing and e-service quality have a significant positive effect on purchase intention in the e-marketplace through Blibli’s customer relationship management in Surabaya, with a 0.781 score of R2 or reached 78% accuracy level between theoretical background, research framework, and methodology.
Penelitian bertujuan menguji pengaruh digital marketing dan e-service quality terhadap purchase intention melalui customer relationship management Blibli di Surabaya. Metode kuantitatif dengan instrumen kuesioner diimplementasikan pada survei terhadap sejumlah pemilik akun Blibli. Teknik pengambilan sampel penelitian ini adalah non probability sampling dengan teknik purposive sampling. Sampel yang digunakan dalam penelitian ini sejumlah 164 responden. Kriteria sampel yang ditentukan, yaitu pengguna akun Blibli berusia di atas 17 tahun domisili seluruh kota Surabaya. Penelitian ini menggunakan teknik analisis data Structural Equation Modeling (SEM). Pengolahan data dilakukan menggunakan software SmartPLS. Hasil penelitian ini menunjukkan bahwa digital marketing dan e-service quality berpengaruh positif signifikan terhadap purchase intention pada e-marketplace melalui customer relationship management Blibli di Surabaya, dengan R2 0,781 yang berarti akurasi antara teori, model, dan metodologi penelitian ini tercapai sebesar 78%.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Manajemen Bisnis dan Kewirausahaan Creative Commons Attribution-ShareAlike 4.0 International License.
References
Anwar, M., Rehman, A. U., & Shah, S. Z. A. (2018). Networking and new venture’s performance: Mediating role of competitive advantage. International Journal of Emerging Markets, 13(5), 998–1025. https://doi.org/10.1108/IJoEM-07-2017-0263
Bueno, S., & Gallego, M. D. (2021). eWOM in C2C platforms: Combining IAM and customer satisfaction to examine the impact on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1612–1630. https://doi.org/10.3390/jtaer16050091
Bungin, B. (2005). Metodologi penelitian kuantitatif: Komunikasi, ekonomi dan kebijakan publik serta ilmu-ilmu sosial lainnya (2nd ed.). Prenadamedia Group.
Dastane, O. (2020). Impact of digital marketing on online purchase intention: Mediation effect of customer relationship management. Journal of Asian Business Strategy, 10(1), 142–158. https://doi.org/10.18488/journal.1006.2020.101.142.158
Epstein, M. J., & Yuthas, K. (2010). Mission impossible: Diffusion and drift in the microfinance industry. Sustainability Accounting, Management and Policy Journal, 1(2), 201–221. https://doi.org/10.1108/20408021011089248
García, J. J. L., Lizcano, D., Ramos, C. M. Q., & Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6), 130. https://doi.org/10.3390/fi11060130
Gavino, M. C., Williams, D. E., Jacobson, D., & Smith, I. (2019). Latino entrepreneurs and social media adoption: Personal and business social network platforms. Management Research Review, 42(4), 469–494. https://doi.org/10.1108/MRR-02-2018-0095
Ghozali, I. (2014). Structural Equation Modeling: Metode altenatif dengan Partial Least Square (PLS) (4th ed.). Badan Penerbit Universitas Diponegoro.
Goic, M., Rojas, A., & Saavedra, I. (2021). The effectiveness of triggered email marketing in addressing browse abandonments. Journal of Interactive Marketing, 55, 118–145. https://doi.org/10.1016/j.intmar.2021.02.002
Jose S.V., S., & Markose, B. (2021). Impact of Covid-19 pandemic on content marketing strategies: Transforming higher education, work and life. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(13), 2417–2427. https://turcomat.org/index.php/turkbilmat/article/view/8933/6953
Kannan, P. K., & Li, H. “Alice.” (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Karjaluoto, H., & Leinonen, H. (2009). Advertisers’ perceptions of search engine marketing. International Journal of Internet Marketing and Advertising, 5(1–2), 95–112. https://doi.org/10.1504/IJIMA.2009.021952
Kotler, P. (2020). Marketing and value creation. Journal of Creating Value, 6(1), 10–11. https://doi.org/10.1177/2394964320903559
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lee, E. B., Lee, S. G., & Yang, C. G. (2017). The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising. Industrial Management and Data Systems, 117(6), 1011–1036. https://doi.org/10.1108/IMDS-06-2016-0229
Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1–12. https://doi.org/10.1016/j.emj.2013.12.001
Lodhi, S., & Shoaib, M. (2017). Impact of e-marketing on consumer behaviour: A case of Karachi, Pakistan. IOSR Journal of Business and Management, 19(1), 90–101. https://doi.org/10.9790/487x-19010590101
Oré-Calixto, S., & Vicente-Ramos, W. (2021). The effect of digital marketing on customer relationship management in the education sector: Peruvian case. Uncertain Supply Chain Management, 9(3), 549–554. https://doi.org/10.5267/j.uscm.2021.6.007
Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385–393. https://doi.org/10.1016/j.jclepro.2016.09.116
Rehman, A. U., Bashir, S., Mahmood, A., Karim, H., & Nawaz, Z. (2022). Does e-shopping service quality enhance customers’ e-shopping adoption? An extended perspective of unified theory of acceptance and use of technology. PLoS ONE, 17(2), e0263652. https://doi.org/10.1371/journal.pone.0263652
Rita, P., & Ramos, R. F. (2022). Global research trends in consumer behavior and sustainability in e-commerce: A bibliometric analysis of the knowledge structure. Sustainability (Switzerland), 14(15), 9455. https://doi.org/10.3390/su14159455
Świeczak, W., & Łukowski, W. (2016). Lead generation strategy as a multichannel mechanism of growth of a modern enterprise. Marketing Instytucji Naukowych i Badawczych, 3(21), 105–140. https://doi.org/10.14611/minib.21.09.2016.11
Tham, K. W., Dastane, O., Johari, Z., & Ismail, N. B. (2019). Perceived risk factors affecting consumers’ online shopping behaviour. Journal of Asian Finance, Economics and Business, 6(4), 246–260. https://doi.org/10.13106/jafeb.2019.vol6.no4.246
Wang, W. Y. C., Pauleen, D. J., & Zhang, T. (2016). How social media applications affect B2B communication and improve business performance in SMEs. Industrial Marketing Management, 54, 4–14. https://doi.org/10.1016/j.indmarman.2015.12.004
Wang, X., Lu, J., Feng, Y., & Liu, L. (2021). Antecedents and mediating role of IT service climate in IT service quality: A mixed methods study. International Journal of Information Management, 57(December 2020), 102290. https://doi.org/10.1016/j.ijinfomgt.2020.102290
Watanabe, E. A. de M., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: A study with Brazilian consumers. British Food Journal, 122(4), 1070–1184. https://doi.org/10.1108/BFJ-05-2019-0363
Whitler, K. A., & Farris, P. W. (2017). The impact of cyber attacks on brand image: Why proactive marketing expertise is needed for managing data breaches. Journal of Advertising Research, 57(1), 3–9. https://doi.org/10.2501/JAR-2017-005
Wu, P. C. S., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39. https://doi.org/10.1016/j.ausmj.2010.11.001
Xu, X., Munson, C. L., & Zeng, S. (2017). The impact of e-service offerings on the demand of online customers. International Journal of Production Economics, 184, 231–244. https://doi.org/10.1016/j.ijpe.2016.11.012