Agung Ade, Darmawan PENGARUH WORD OF MOUTH, DIGITAL MARKETING, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN SERTA LOYALITAS KONSUMEN PADA TOKO PERHIASAN SARI INTAN ASEMBAGUS SITUBONDO. PENGARUH WORD OF MOUTH, DIGITAL MARKETING, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN SERTA LOYALITAS KONSUMEN PADA TOKO PERHIASAN SARI INTAN ASEMBAGUS SITUBONDO. pp. 1-12.
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Abstract
ABSTRAK Pengaruh Word of Mouth, Digital Marketing, dan Kualitas Pelayanan terhadap Keputusan Pembelian serta Loyalitas Konsumen pada Toko Perhiasan Sari Intan Asembagus Situbondo Penelitian ini bertujuan untuk menganalisis pengaruh Word of Mouth (WOM), Digital Marketing, dan Kualitas Pelayanan terhadap Keputusan Pembelian dan Loyalitas Konsumen, serta pengaruh tidak langsung melalui Keputusan Pembelian sebagai variabel mediasi. Responden penelitian adalah pelanggan Toko Perhiasan Sari Intan Asembagus Situbondo. Analisis data menggunakan pendekatan statistik dengan uji hipotesis berdasarkan nilai original sample, T-Statistic, dan P-Value.Hasil penelitian menunjukkan bahwa: (1) WOM tidak berpengaruh signifikan terhadap Keputusan Pembelian; (2) Digital Marketing berpengaruh signifikan positif terhadap Keputusan Pembelian; (3) Kualitas Pelayanan tidak berpengaruh signifikan terhadap Keputusan Pembelian; (4) WOM berpengaruh signifikan positif terhadap Loyalitas Konsumen; (5) Digital Marketing tidak berpengaruh signifikan negatif terhadap Loyalitas Konsumen; (6) Kualitas Pelayanan tidak berpengaruh signifikan terhadap Loyalitas Konsumen; (7) Keputusan Pembelian tidak berpengaruh signifikan terhadap Loyalitas Konsumen; serta (8) Keputusan Pembelian tidak mampu memediasi pengaruh WOM, Digital Marketing, maupun Kualitas Pelayanan terhadap Loyalitas Konsumen. Kesimpulannya, Digital Marketing menjadi faktor utama yang mendorong keputusan pembelian, namun tidak serta merta menciptakan loyalitas. Sebaliknya, WOM terbukti langsung membangun loyalitas tanpa melalui keputusan pembelian. Sementara itu, kualitas pelayanan tidak memberikan pengaruh signifikan terhadap kedua variabel dependen. Hasil ini diharapkan menjadi bahan evaluasi bagi Toko Perhiasan Sari Intan dalam menyusun strategi peningkatan penjualan dan loyalitas pelanggan. Kata Kunci: Word of Mouth, Digital Marketing, Kualitas Pelayanan, Keputusan Pembelian, Loyalitas Konsumen. ABSTRACT The Influence of Word of Mouth, Digital Marketing, and Service Quality on Purchase Decisions and Customer Loyalty at Sari Intan Jewelry Store, Asembagus Situbondo This study aims to analyze the influence of Word of Mouth (WOM), Digital Marketing, and Service Quality on Purchase Decisions and Customer Loyalty, as well as to examine the indirect effects through Purchase Decisions as a mediating variable. The respondents of this study were customers of Sari Intan Jewelry Store in Asembagus, Situbondo. Data analysis was conducted using a statistical approach, with hypothesis testing based on original sample values, T-statistics, and P-values. The results indicate that: (1) WOM does not have a significant effect on Purchase Decisions; (2) Digital Marketing has a significant positive effect on Purchase Decisions; (3) Service Quality does not have a significant effect on Purchase Decisions; (4) WOM has a significant positive effect on Customer Loyalty; (5) Digital Marketing has a non-significant negative effect on Customer Loyalty; (6) Service Quality does not have a significant effect on Customer Loyalty; (7) Purchase Decisions do not have a significant effect on Customer Loyalty; and (8) Purchase Decisions are unable to mediate the effects of WOM, Digital Marketing, and Service Quality on Customer Loyalty. In conclusion, Digital Marketing is the primary factor driving purchase decisions, but it does not necessarily lead to customer loyalty. Conversely, WOM directly contributes to building customer loyalty without being mediated by purchase decisions. Meanwhile, Service Quality does not show a significant influence on either dependent variable. These findings are expected to serve as an evaluation reference for Sari Intan Jewelry Store in formulating strategies to enhance sales and customer loyalty. Keywords: Word of Mouth, Digital Marketing, Service Quality, Purchase Decision, Customer Loyalty
| Item Type: | Article |
|---|---|
| Subjects: | A General Works > AC Collections. Series. Collected works A General Works > AS Academies and learned societies (General) |
| Divisions: | Fakultas Ekonomi > S1 Manajemen |
| Depositing User: | AGUNG ADE DARMAWAN |
| Date Deposited: | 01 Oct 2026 01:44 |
| Last Modified: | 01 Oct 2026 01:44 |
| URI: | http://repository.unars.ac.id/id/eprint/4799 |
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