PENGARUH KUALITAS PELAYANAN DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS SEBAGAI VARIABEL INTERVENING PADA SURYA MART UM SURABAYA

Romli, Moh (2025) PENGARUH KUALITAS PELAYANAN DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS SEBAGAI VARIABEL INTERVENING PADA SURYA MART UM SURABAYA. Masters thesis, UPN Veteran jawa timur.

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Abstract

This study aims to analyze service quality and digital marketing on purchasing decisions, with brand awareness as an intervening variable among consumers of Surya Mart UM Surabaya. The study is motivated by the intense competition in the campus retail industry, as well as the importance of effective marketing strategies in building consumer loyalty and preference. The study was conducted by distributing questionnaires to 95 Surya Mart customers to obtain direct insights into their experiences and perceptions. The data were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software to examine both direct and indirect relationships between variables. The results indicate that service quality and digital marketing contribute to shaping purchasing decisions. Furthermore, brand awareness also plays a mediating role, strengthening the influence of these two factors on purchasing decisions. These findings highlight that strengthening brand perception is a key factor in the effectiveness of retail marketing strategies. This study provides practical contributions for Surya Mart’s management in designing service strategies and digital content to enhance consumer purchase interest. Keywords: Service Quality, Digital Marketing, Brand Awareness, Purchase Decision

Item Type:

Thesis (Masters)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	handayani, wiwik	NIP196901132021212003	wiwik.em@upnjatim.ac.id,
Thesis advisor	purwanto, sugeng	NIP19681081989031001	sugengpurwanto.mnj@upnjatim.ac.id

Subjects:

H Social Sciences > HD Industries. Land use. Labor

Divisions:

Faculty of Social and Political Sciences > Departement of International Relations

Depositing User:

Unnamed user with email 22061020030@student.upnjatim.ac.id

Date Deposited:

20 Jun 2025 06:06

Last Modified:

20 Jun 2025 06:06

URI:

https://repository.upnjatim.ac.id/id/eprint/38844