Modeling The Influence of Digital Marketing on Purchase Decisions: The Mediating Role of Customer Satisfaction
DOI:
https://doi.org/10.31849/91vb4c69Keywords:
Sales Promotion, Purchase Decisions, Customer Satisfaction, Content MarketingAbstract
This study examines the influence of Content Marketing and Sales Promotion on Purchase Decisions, with Customer Satisfaction serving as a mediating variable among Grab application users in Indonesia. Amidst competitive digital service ecosystems, understanding how marketing stimuli translate into actual behavior is crucial. Using a quantitative research design, data were collected via questionnaires from 100 respondents selected through purposive sampling, who had used the service at least twice. Data analysis utilized SmartPLS software using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that Content Marketing and Sales Promotion do not exert a significant direct influence on Purchase Decisions. However, both variables significantly enhance Customer Satisfaction, which subsequently drives Purchase Decisions. Importantly, Customer Satisfaction fully mediates the relationships between marketing strategies and purchase behavior. These findings indicate that marketing efforts in ride-hailing services are most effective when they first improve customer satisfaction. Practically, Grab should prioritize enhancing user experience and promotional relevance. Theoretically, this study enriches digital service marketing literature by validating the critical role of mediation in consumer behavior models.
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