Pengaruh Adopsi Teknologi Digital dan Efektivitas Pemasaran Digital terhadap Keputusan Pembelian dengan Kualitas Layanan sebagai Faktor Moderasi dalam Ekosistem Perdagangan Digital
DOI:
https://doi.org/10.37278/insearch.v25i1.1516Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh adopsi teknologi digital dan efektivitas pemasaran digital terhadap keputusan pembelian, dengan kualitas layanan sebagai faktor moderasi dalam ekosistem perdagangan digital. Penelitian ini menggunakan pendekatan kuantitatif dengan desain eksplanatori. Data dikumpulkan melalui kuesioner yang disebarkan kepada 200 responden yang merupakan mahasiswa pengguna platform perdagangan digital di Indonesia. Teknik analisis data yang digunakan adalah regresi moderasi. Hasil penelitian menunjukkan bahwa adopsi teknologi digital berpengaruh positif dan signifikan terhadap keputusan pembelian. Efektivitas pemasaran digital juga memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas layanan terbukti berpengaruh langsung terhadap keputusan pembelian. Selain itu, kualitas layanan berperan sebagai faktor moderasi yang memperkuat hubungan antara adopsi teknologi digital dan efektivitas pemasaran digital terhadap keputusan pembelian. Penelitian ini memberikan kontribusi dalam pengembangan literatur pemasaran digital dan perilaku konsumen, khususnya dalam konteks ekosistem perdagangan digital. Secara praktis, penelitian ini memberikan implikasi bagi pelaku bisnis untuk mengintegrasikan teknologi digital, strategi pemasaran digital, dan kualitas layanan guna meningkatkan keputusan pembelian konsumen.
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