Analysis of The Drivers of Consumer Purchasing Decisions in The Digital Era: The Role of Social Media Marketing, E-Service Quality, and Payment Safety
DOI:
https://doi.org/10.35877/454RI.qems1302Keywords:
Consumer Purchase Decision, Social Media Marketing, Electronic Service Quality, Payment SecurityAbstract
The objective of this study is to examine and analyze the influence of consumer purchasing decisions in digital era by considering the influence of social media marketing, e-service quality, and payment safety. The respondents are 120 university students in Bandung, West Java who use digital platform to purchase products or services. The data is collected by distributing questionnaires to the respondents, and analyzed using the multiple regression analysis with SPSS 26. The findings of this study indicate that consumer purchasing decision is positively and significantly influenced by social media marketing, e-service quality, and payment safety. This means that the owners or managers of products and services sold through online platforms must pay attention to these three aspects, as it will increase the consumer purchase decisions, thus enhancing the company’s profitability.
References
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Purwanto, A. (2022). The Role of Digital Leadership, e-loyalty, e-service Quality and e-satisfaction of Indonesian E-commerce Online Shop. International Journal of Social and Management Studies, 3(5), 51-57.
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Sasono, I., JUBAEDI, A. D., NOVITASARI, D., WIYONO, N., RIYANTO, R., OKTABRIANTO, O., ... & WARUWU, H. (2021). The impact of e-service quality and satisfaction on customer loyalty: Empirical evidence from internet banking users in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 465-473.
Sangpikul, A. (2022). Obtaining an in-depth understanding of the assurance dimension of SERVQUAL in the spa industry: a case of spas in Bangkok. Tourism and hospitality management, 28(2), 381-396.
Suhud, U. (2021). Influence of social media marketing, electronic word of mouth and consumer engagement to brand loyalty in Indonesia Grab Company. International Journal of Business and Social Science Research, 2(2), 16-26.
Sharma, A., Fadahunsi, A., Abbas, H., & Pathak, V. K. (2022). A multi-analytic approach to predict social media marketing influence on consumer purchase intention. Journal of Indian Business Research.
Tripathi, S. N., Malik, N., Rana, N. P., Vishnani, S., & Srivastava, S. (2022). Validating the antecedents of customer M-payment loyalty: an empirical investigation. Internet Research, (ahead-of-print).
Yang, L., & Aumeboonsuke, V. (2022). The impact of entrepreneurial orientation on firm performance: the multiple mediating roles of competitive strategy and knowledge creation process. Mobile Information Systems, 2022.
Zollo, L., Rialti, R., Marrucci, A., & Ciappei, C. (2022). How do museums foster loyalty in tech-savvy visitors? The role of social media and digital experience. Current Issues in Tourism, 25(18), 2991-3008.
Zhao, K., Shi, H., Zhang, Y. Y., & Sheng, J. (2021). Fresh produce E-Commerce and online shoppers’ purchase intention. The Chinese Economy, 54(6), 415-429.
Alatawy, K. S. (2022). The Role Social Media Marketing Plays in Customers’ Purchase Decisions in the Context of the Fashion Industry in Saudi Arabia. International Journal of Business and Management, 17(1).
Aji, P., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91-104.
Ali, B. J., & Anwar, G. (2021). Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. International journal of Rural Development, Environment and Health Research, 5(2), 26-39.
Ayuningtyas, L. L., & Sijabat, R. (2022). Brand Awareness Mediate the Influence of Social Media Marketing and Online Advertising on Purchase Decision. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(4), 29658-29668.
Chitsimran, P. M., Srikanth, B., Mahalik, B. B., Jan, S., & Jaiswal, D. (2020). Digital Payment Adoption During Pandemic in India. Solid State Technology, 63(6), 18128-18137.
Eti, I. A., Horaira, M. A., & Bari, M. M. (2021). Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19. International Journal of Research in Business and Social Science (2147-4478), 10(1), 28-37.
Ebrahimi, P., Khajeheian, D., Soleimani, M., Gholampour, A., & Fekete-Farkas, M. (2022). User engagement in social network platforms: what key strategic factors determine online consumer purchase behaviour?. Economic Research-Ekonomska Istraživanja, 1-32.
Givan, B., Amalia, R., Abdurrachman, A., Sari, I., Winarno, S. H., & Putra, A. S. (2021). Effective Use of E-Money through Online Shopping in E-Commerce: English. International Journal of Educational Research & Social Sciences, 2(6), 1692-1697.
Goel, P., Garg, A., Sharma, A., & Rana, N. P. (2021). I won't touch money because it is dirty: examining customer's loyalty toward M-payment. International Journal of Bank Marketing.
Harjanti, S. (2021, December). The impact of social media marketing, word of mouth and brand image on Shopee consumer’s purchase intention in Yogyakarta. In Journal of International Conference Proceedings (JICP) (Vol. 4, No. 3, pp. 418-425).
Hanaysha, J. R., Al Shaikh, M. E., & Alzoubi, H. M. (2021). Importance of marketing mix elements in determining consumer purchase decision in the retail market. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 12(6), 56-72.
Irshad, M., Ahmad, M. S., & Malik, O. F. (2020). Understanding consumers’ trust in social media marketing environment. International Journal of Retail & Distribution Management.
Koay, K. Y., Cheah, C. W., & Chang, Y. X. (2022). A model of online food delivery service quality, customer satisfaction and customer loyalty: a combination of PLS-SEM and NCA approaches. British Food Journal.
Lutfie, H., & Marcelino, D. (2020). Creating online purchase decision and brand image based on advertising effectiveness with epic model. Jurnal Ilmiah Manajemen, 10(3), 346-366.
Leong, C. M., Tan, K. L., Puah, C. H., & Chong, S. M. (2020). Predicting mobile network operators users m-payment intention. European Business Review, 33(1).
Moslehpour, M., Ismail, T., Purba, B., & Wong, W. K. (2021). What makes GO-JEK go in Indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89-103.
Maran, K., Priyadarshini, P., Jenifa, L., Senthilnathan, C. R., & Venkatesh, P. (2021, December). Data Analysis on Mobile Payment Technology with Reference to Users’ Behaviour of Retail Goods in India. In 2021 4th International Conference on Computing and Communications Technologies (ICCCT) (pp. 267-272). IEEE.
Moshood, T. D., Nawanir, G., Mahmud, F., Mohamad, F., Ahmad, M. H., & AbdulGhani, A. (2022). Why do consumers purchase biodegradable plastic? The impact of hedonics and environmental motivations on switching intention from synthetic to biodegradable plastic among the young consumers. Journal of Retailing and Consumer Services, 64, 102807.
Naseri, R. N. N. (2021). What is a population in online shopping research? A perspective from Malaysia. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(4), 654-658.
Oliveira, M., & Fernandes, T. (2022). Luxury brands and social media: drivers and outcomes of consumer engagement on Instagram. Journal of Strategic Marketing, 30(4), 389-407.
Okpara, C. V., Anselm, A. U., Felix, T. O., Omowale, A., & Gever, V. C. (2021). The moderating role of colour in modelling the effectiveness of COVID-19 YouTube animated cartoons on the health behaviour of social media users in Nigeria. Health promotion international, 36(6), 1599-1609.
Oyelami, L. O., Adebiyi, S. O., & Adekunle, B. S. (2020). Electronic payment adoption and consumers’ spending growth: empirical evidence from Nigeria. Future Business Journal, 6(1), 1-14.
Purwanto, A. (2022). The Role of Digital Leadership, e-loyalty, e-service Quality and e-satisfaction of Indonesian E-commerce Online Shop. International Journal of Social and Management Studies, 3(5), 51-57.
Rivaldo, Y., Kamanda, S. V., & Yusman, E. (2022). The Effect Of Products, Promotions And Prices On Mizon's Purchasing Decision At Alfamart Sungai Harapan. Jurnal Mantik, 6(2), 2393-2399.
Rosário, A., & Raimundo, R. (2021). Consumer Marketing Strategy and E-Commerce in the Last Decade: A Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 3003-3024.
Ra’d Almestarihi, J. A. A., Gasawneh, S. A. J., Malik Khlaif Gharaibeh, E., & Odai Nawras, M. N. (2021). The impact of social media marketing on brand equity: A systematic review. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(6), 4073-4088.
Rifdah, D. A., Harahap, D. A., & Rohandi, M. M. A. (2022, August). Pengaruh E-Service Quality, Electronic Word Of Mouth, dan Price terhadap Purchase Decision pada Pengguna E-Commerce Lazada di Kota Bandung. In Bandung Conference Series: Business and Management (Vol. 2, No. 2).
Respatiningsih, H. (2021, March). The Impact of E-Commerce on the Marketing Performance of MSMEs During the Covid19 Pandemic Mediated by Competitive Advantage. In The 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020) (pp. 166-169). Atlantis Press.
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, 14(15), 9455.
Sasono, I., JUBAEDI, A. D., NOVITASARI, D., WIYONO, N., RIYANTO, R., OKTABRIANTO, O., ... & WARUWU, H. (2021). The impact of e-service quality and satisfaction on customer loyalty: Empirical evidence from internet banking users in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 465-473.
Sangpikul, A. (2022). Obtaining an in-depth understanding of the assurance dimension of SERVQUAL in the spa industry: a case of spas in Bangkok. Tourism and hospitality management, 28(2), 381-396.
Suhud, U. (2021). Influence of social media marketing, electronic word of mouth and consumer engagement to brand loyalty in Indonesia Grab Company. International Journal of Business and Social Science Research, 2(2), 16-26.
Sharma, A., Fadahunsi, A., Abbas, H., & Pathak, V. K. (2022). A multi-analytic approach to predict social media marketing influence on consumer purchase intention. Journal of Indian Business Research.
Tripathi, S. N., Malik, N., Rana, N. P., Vishnani, S., & Srivastava, S. (2022). Validating the antecedents of customer M-payment loyalty: an empirical investigation. Internet Research, (ahead-of-print).
Yang, L., & Aumeboonsuke, V. (2022). The impact of entrepreneurial orientation on firm performance: the multiple mediating roles of competitive strategy and knowledge creation process. Mobile Information Systems, 2022.
Zollo, L., Rialti, R., Marrucci, A., & Ciappei, C. (2022). How do museums foster loyalty in tech-savvy visitors? The role of social media and digital experience. Current Issues in Tourism, 25(18), 2991-3008.
Zhao, K., Shi, H., Zhang, Y. Y., & Sheng, J. (2021). Fresh produce E-Commerce and online shoppers’ purchase intention. The Chinese Economy, 54(6), 415-429.
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Published
2023-01-01
How to Cite
Suganda, U. K., & Arrifianti, I. (2023). Analysis of The Drivers of Consumer Purchasing Decisions in The Digital Era: The Role of Social Media Marketing, E-Service Quality, and Payment Safety. Quantitative Economics and Management Studies, 4(1), 1–11. https://doi.org/10.35877/454RI.qems1302
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