The Influence of iService Quality and Marketing Digitalization on Purchase Decisions with Customer Satisfaction as a Mediating Variable

Authors

  • Ahmad Okzu Gabriel Dinata Universitas Islam Lamongan
  • Mohammad Yaskun Univesitas Islam Lamongan
  • Emalia Nova Sustyorini Univesitas Islam Lamongan
  • Henny Univesitas Islam Lamongan

Keywords:

: Service Quality, Marketing Digitalization,, Purchase Decision, Customer Satisfaction, SRC Store

Abstract

This study aims to analyze the influence of service quality and marketing digitalization on consumer purchase decisions, with customer satisfaction acting as a mediating variable at SRC (Sampoerna Retail Community) stores in Sugio District, Lamongan Regency. The research method applied is causal quantitative. Data collection was conducted through online questionnaires via Google Forms utilizing a 1–5 Likert Scale. The research population consisted of 158 customers, and by applying the Slovin formula with a 10% margin of error, a sample size of 95 respondents was determined using a random sampling technique. The gathered data were statistically analyzed to examine both direct and indirect relationships between variables. The results are expected to provide theoretical contributions regarding hybrid marketing strategies and practical contributions for rural retail MSMEs to enhance competitiveness.

Author Biographies

Mohammad Yaskun, Univesitas Islam Lamongan

Dosen Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Lamongan

Emalia Nova Sustyorini, Univesitas Islam Lamongan

Dosen Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Lamongan

Henny , Univesitas Islam Lamongan

Dosen Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Lamongan

References

Efendi, A. M., Mahmudah, H., Cholidah, L. N., & Yaskun, M. (2025). Analysis of the influence of price and service on purchase decisions in product quality media wood processing “UD Apid Jaya Furniture” district Lamongan. In National Innovation Conference on Economics and Business (NICEBIS) Proceedings, Vol. 1 No. 1.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications.

Ihya, N. H. (2022). Pengaruh word of mouth, digital marketing dan harga terhadap keputusan pembelian smartphone Realme. JEKMA: Jurnal Ekonomi Manajemen Akuntansi.

Martha, L. P., Primadewi, A., Priwirjanto, E. S., Fatmawati, E., Nahdiana, Yustina, I., Mastiyah, I., & Hidayati, L. L. A. (2023). The effects of digital marketing, word of mouth, and service quality on the purchase decisions: An empirical study of food SMEs products. International Journal of Data and Network Science, 7(3), 1117-1124.

https://doi.org/10.5267/j.ijdns.2023.5.012

Misidawati, D. N., Darmiono, D., Devi, E. K., Fatimah, S., & Sarwono, S. (2023). The Effect of Digital Marketing Strategy and Service Quality on Customer Satisfaction in the Indonesian E-Commerce Industry. Sinergi International Journal of Management and Business, 1(2), 160–171.

Mustaghfiroh, M. Y., Titin, T., & Khitam, M. C. (2022). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian pada Shopee (Studi pada mahasiswa ekonomi manajemen semester tujuh Universitas Islam Lamongan). JEKMA: Jurnal Ekonomi Manajemen Akuntansi.

Nandasari, V. M., Yaskun, M., Sustyorini, E. N., & Muhtarom, A. (2025). The effect of service quality and promotion on customer loyalty mediated by customer satisfaction at Hanisa Wedding Lamongan. In Proceedings of the National Innovation Conference on Economics and Business (NICEBIS), Vol. 1 No.

1. Kreatif Tech Innovations.

Novalia, I. C. (2023). Pengaruh citra merek, harga dan kualitas pelayanan terhadap keputusan pembelian konsumen pada CV. Boga Lestari. JEKMA: Jurnal Ekonomi Manajemen Akuntansi,

Romadhoni, B. R., Akhmad, A., Rusydi, M. R., & Mustaking, M. (2024). Result of Digital Marketing, Product Quality and Mediation Customer Satisfaction. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 1145-1156.

Romadhoni, B., Akhmad, A., Rusydi, M., & Mustaking, M. (2024). Result of Digital Marketing, Product Quality and Mediation Customer Satisfaction. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 1145 -. https://doi.org/10.37676/ekombis.v12i1.5031

Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Sunyoto, H. K., Vincentia, J., & Nathanael, V. (2023). Analyzing The Influence Of E-Service Quality And Product Quality On Customer Satisfaction Of E-Commerce Website Zalora Indonesia: Testing Purchase Decision As The Mediating Variable. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(4). https://doi.org/10.29040/ijebar.v7i4.10901

Downloads

Published

2026-09-20

How to Cite

Okzu Gabriel Dinata, A., Yaskun, M., Nova Sustyorini, E., & Henny Mahmudah , H. M. (2026). The Influence of iService Quality and Marketing Digitalization on Purchase Decisions with Customer Satisfaction as a Mediating Variable. JEKMA (Jurnal Ekonomi Mahasiswa), 4(1), 92–100. Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/2861

Issue

Vol. 4 No. 1 (2026): Jurnal Ekonomi Mahasiswa (JEKMA)

Section

Artikel

License

Copyright (c) 2026 Ahmad Okzu Gabriel Dinata, Mohammad Yaskun, Emalia Nova Sustyorini, Henny

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Similar Articles

<< < 1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.

Most read articles by the same author(s)