The Effect of Product Quality, Service Quality and Digital Marketing on Consumer Satisfaction of Harrum Mart Retail Stores

Robi Santoso; Tri Endang Yulianti; Reni Diah Setiowati; Ilham Setio Wibowo

doi:10.61132/ijems.v1i3.136

Authors

Robi Santoso Nahdlatul Ulama Lampung University
Tri Endang Yulianti Nahdlatul Ulama Lampung University
Reni Diah Setiowati Nahdlatul Ulama Lampung University
Ilham Setio Wibowo Nahdlatul Ulama Lampung University

DOI:

https://doi.org/10.61132/ijems.v1i3.136

Keywords:

Product Quality, Service Quality, Digital Marketing, Consumer Satisfaction

Abstract

In an increasingly advanced era in terms of digital marketing encouraging people to adapt to increasingly advanced technology, in the digital era purchase decisions can be made based on several applications that are often used by the public, currently, Harrum Mart retail stores are stores that sell their merchandise online and offline, in its use the quality of the product can describe the extent of the product's ability to meet the needs of consumers, , when the service is in accordance with consumer expectations, it can be said to be effective in increasing consumer satisfaction. Quality service should be carried out continuously in accordance with the needs of consumers and the company's goals. Based on the results of the study, it shows that there is no direct positive influence of Product Quality on Digital Marketing, there is no positive influence of Service Quality on Digital Marketing, there is a positive influence of Digital Marketing on Consumer Satisfaction, there is a positive influence of Product Quality on Consumer Satisfaction, there is a positive influence of Service Quality on Consumer Satisfaction

Keywords: , , ,

Downloads

Download data is not yet available.

References

Baker, D. & Taylor. 2014. The Effect of Culture on The Learning of Science in Non-Western Countries: The Result of and Integrated Research Review. Intenational Journal of Science Education, (16), 1- 16

Ghosh, Avijit. 1992. *Retail Management*. Dryden.

Kotler, Keller. 2008. *Marketing Management*. Jakarta: Erlangga.

Kotler, Philip and Armstrong, Gary. 2018. *Marketing Principles Seventh Edition*. Jakarta: Publisher Salemba Four.

Kotler, Philip, Armstrong, Gary, Harris, Lloyd C., & He, H. 2020. Principles of Marketing Eight European Edition. UK: Pearson.

Li, T. and Calantone, R. J. 1998. "The impact of market knowledge competence on new product advantage: Conceptualization and Empirical Examination." Journal of Marketing Vol. 62, No. 4, hal. 13-29. Narayana dan Rahanatha. 2020. "Peran Brand Image Memediasi Social Media Marketing terhadap Purchase Decision." E-Journal of Management of Udayana University, p. 1962.

Sugiyono. 2015. Mix Methods. Bandung: Alfabeta.

Tjiptono, Fandy. 2005. Service Marketing, Customer Satisfaction Indicator. Malang: Bayumedia Publishing.