THE INFLUENCE OF DIGITAL MARKETING AND SERVICE QUALITY ON TRAINING PURCHASE DECISIONS AT EKKLESIA COMPUTER
DOI:
https://doi.org/10.36085/jamekis.v8i3.9076Abstract
Competition in the computer training industry is becoming increasingly intense, requiring institutions to attract participants through effective marketing strategies and high-quality services. This study aims to analyze the influence of digital marketing and service quality on training purchase decisions at Ekklesia Komputer. The research employs a quantitative approach, collecting data via structured questionnaires distributed to 100 respondents selected using the Slovin formula. The research instrument utilized a 6-point Likert scale, and data analysis was performed using SmartPLS 4, which included testing both the measurement model (outer model) and the structural model (inner model). The results indicate that digital marketing does not have a significant impact on training purchase decisions, leading to the rejection of the first hypothesis. In contrast, service quality significantly influences purchase decisions, resulting in the acceptance of the second hypothesis. These findings confirm that the primary factor motivating participants to choose training at Ekklesia Komputer is service quality—encompassing reliability, responsiveness, assurance, empathy, and tangibles—rather than digital marketing efforts .
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