Pengaruh Kualitas Layanan Dan Content Marketing Terhadap Keputusan Pembelian Dalam Menggunakan Jasa Layanan Bus Patas Menggala Rute Surabaya – Malang

Kusuma, Zidane Fernanda (2025) Pengaruh Kualitas Layanan Dan Content Marketing Terhadap Keputusan Pembelian Dalam Menggunakan Jasa Layanan Bus Patas Menggala Rute Surabaya – Malang. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to determine the influence of Service Quality and Content Marketing on purchasing decisions in using PO Menggala bus services among users on the Surabaya–Malang route. The research employs a quantitative approach with data collection conducted through the distribution of questionnaires and analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) with the SmartPLS tool. The sample consists of 105 respondents selected using purposive sampling technique. The results show that both Service Quality and Content Marketing have a positive and significant effect on purchasing decisions. These findings affirm that excellent service and informative, engaging digital content play a vital role in shaping consumer preferences toward transportation services. Promotional strategies that emphasize real passenger experiences through social media have proven effective in influencing purchasing decisions to use PO Menggala bus services. Keywords: Content Marketing; Purchasing Decision; Service Quality

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Purwanto, Sugeng	0008016806	sugengpurwanto.mnj@upnjatim.ac.id
Thesis advisor	Mandasari, Virginia	0012099111	virginia.mandasari.mnj@upnjatim.ac.id

Subjects:

H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products

Divisions:

Faculty of Economic > Departement of Management

Depositing User:

Zidane Fernanda Kusuma

Date Deposited:

18 Jun 2025 08:30

Last Modified:

18 Jun 2025 08:30

URI:

https://repository.upnjatim.ac.id/id/eprint/38407