Pengaruh digital marketing dan e-service quality terhadap purchase intention melalui customer relationship management Blibli di Surabaya

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%.