Pengaruh Digital Advertising dan E-Service Quality Terhadap Purchase Intention di E-Commerce
Keywords:
Digital Advertising, E-Service Quality, Purchase IntentionAbstract
This study aims to examine and analyze the influence of digital advertising and e-service quality on purchase intention on e-commerce platforms. The method used was a quantitative survey distributed online through various popular social media. A total of 232 respondents who met the research criteria were selected using a purposive sampling technique. The data obtained were then analyzed using a Structural Equation Modeling (SEM) approach using the Smart-PLS application. The results of the analysis indicate that digital advertising has a positive and significant effect on purchase intention. Similarly, e-service quality also has a positive and significant effect on purchase intention. All hypotheses proposed in this study were proven and accepted. The findings confirm that the more effective the digital advertising strategy and the better the quality of the electronic services provided, the higher the consumer tendency to make purchases through e-commerce platforms.
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