THE IMPACT OF SERVICE QUALITY, DIGITAL MARKETING AND BRAND TRUST ON PURCHASING DECISIONS AT MOBILE PHONE OUTLETS IN PALOPO CITY

FITRIYANI, FITRIYANI and MASZUDI, EDI and IKBAL, MUHAMMAD (2025) THE IMPACT OF SERVICE QUALITY, DIGITAL MARKETING AND BRAND TRUST ON PURCHASING DECISIONS AT MOBILE PHONE OUTLETS IN PALOPO CITY. THE IMPACT OF SERVICE QUALITY, DIGITAL MARKETING AND BRAND TRUST ON PURCHASING DECISIONS AT MOBILE PHONE OUTLETS IN PALOPO CITY, 8 (1). pp. 633-642. ISSN 2597-5226

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Abstract

This study aims to determine the impact of service quality, digital marketing and brand trust on purchasing decisions. Type of quantitative research. The types of data used are primary, secondary and per se. The method used is to distribute questionnaires to respondents. The collected data will be amalyzed using SPSS 29 to determine how much influence the independent variables (service quality, digital marketing and brand trust) have on the dependent variable (purchase decisions). The analysis used is the reliability test, validity test, t test and ftest. This study partially shows that service quality has a positive and significant influence on purchasing decisions. The results of this study partially show that digital marketing has a positive and significant influence on purchasing decisions. The results of this study partially show that brand trust has a positive and significant influence on purchasing decisions. Service quality, digital marketing and brand trust have a positive and significant influence on purchasing decisions at cellphone outlets in Palopo City. This study was conducted from September to November 2024. Keywords: Service quality, Digital marketing, Brand trust and purchasing decisions

Item Type:	Article
Contributors:	Contribution Contributors ID/NIDN/NIDK Teacher IKBAL, MUHAMMAD NIDN0913037902 Teacher MASZUDI, EDI NIDN0826047204
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Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FITRIYANI FITRI BAHRI
Date Deposited:	24 Jul 2025 07:13
Last Modified:	24 Jul 2025 07:13
URI:	http://repository.umpalopo.ac.id/id/eprint/5686

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