PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Understanding consumer purchase decisions is essential for marketers as it forms the foundation for building and developing marketing strategies that encourage consumers to buy and remain loyal to the company. Therefore, this study aims to analyze the influence of digital marketing on the satisfaction and purchase decisions of Shopee app users, analyze the impact of customer satisfaction on purchase decisions of Shopee app users, and examine the role of customer satisfaction as a mediator in the effect of digital marketing on purchase decisions of Shopee app users. This study was conducted on 60 active Shopee app users who made purchases. The researcher employed a quantitative approach using SEM (Structural Equation Modeling) analysis with the assistance of the SmartPLS 4 program. The results of this study indicate that the Digital Marketing variable has a positive and significant effect on the purchase decisions of Shopee app users, Digital Marketing has a positive and significant impact on customer satisfaction, Customer Satisfaction has a positive and significant influence on purchase decisions, and customer satisfaction plays a mediating role in the effect of digital marketing on purchase decisions.