ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPengaruh Dimensi Kualitas Promosi Digital Terhadap Niat Membeli Konsumen Dengan Kepercayaan (Trust) Sebagai Variabel Mediasi (Studi Pada Toko Smart Jaya Phone, Kota Palu) |
| Nama: ZIHAN FHAIZA PURNAMA RAMLI |
| Tahun: 2025 |
| Abstrak The development of digital technology has transformed marketing strategies, making digital promotions an effective tool for reaching consumers. This study aims to analyze the influence of digital promotion quality dimensions on consumer purchase intentions with trust as a mediating variable at the Smart Jaya Phone Store in Palu City. This study uses a quantitative approach with a causal design. Data were collected through questionnaires from 116 customer respondents of the store and analyzed using SmartPLS-based Structural Equation Modeling (SEM). The results show that digital promotion quality has a positive and significant effect on purchase intentions, both directly and indirectly through trust. Trust is also proven to act as a partial mediator that strengthens the relationship between digital promotion quality and purchase intentions. The practical implications of this study emphasize the importance of dÃgital promotion quality that is not only attractive but also able to build consumer trust to encourage sustainable purchase intentions. |