Digital Technology Adoption and Online Marketing Strategies as Drivers of Consumer Purchase Decisions with the Moderating Effect of Service Quality
DOI:
https://doi.org/10.61194/ijmb.v3i4.856Keywords:
Digital Technology, Online Marketing, Service Quality, Purchase Decision, E-commerceAbstract
This study investigates how digital technology adoption and online marketing strategies drive consumer purchase decisions, with service quality examined as a moderating variable. Employing a quantitative explanatory design, data were collected from 200 Indonesian undergraduate students who actively use the Shopee e-commerce platform. Measurement items were adapted from established scales and analyzed through Principal Component Analysis (PCA) and moderated regression analysis. The results show that both digital technology adoption and online marketing strategies have significant positive effects on consumer purchase decisions. More importantly, service quality not only exerts a direct influence but also strengthens the relationships between technology, marketing, and consumer behavior. The proposed model explains 47.2% of the variance in purchase decisions, demonstrating moderate explanatory power. This research contributes to the literature by extending previous studies that primarily examined direct relationships. It introduces service quality as a moderating mechanism that enhances the effectiveness of digital and marketing innovations. Practically, the findings offer strategic insights for e-commerce platforms to integrate technological adoption, marketing personalization, and high-quality service delivery in order to build consumer trust and encourage sustainable purchasing behavior.
References
Akram, U., Junaid, M., Zafar, A. U., Li, Z., & Fan, M. (2021). Online purchase intention in Chinese social commerce platforms: Being emotional or rational? Journal of Retailing and Consumer Services, 63, 102731. https://doi.org/10.1016/j.jretconser.2021.102731
Akter, S., Bandara, R., Hani, U., Wamba, S. F., Foropon, C., & Papadopoulos, T. (2021). Analytics-based decision-making for service systems: A qualitative study and agenda for future research. International Journal of Information Management, 57, 102384. https://doi.org/10.1016/j.ijinfomgt.2020.102384
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Amin, M., Isa, Z., & Fontaine, R. (2022). The role of service quality in enhancing customer loyalty: Evidence from Malaysian Islamic banks. Journal of Islamic Marketing, 13(5), 1048–1065. https://doi.org/10.1108/JIMA-01-2021-0029
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Blut, M., Beatty, S. E., Evanschitzky, H., & Brock, C. (2015). The impact of service characteristics on the switching costs–customer loyalty link. Journal of Retailing, 91(2), 354–369. https://doi.org/10.1016/j.jretai.2014.12.002
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education Limited.
Chiu, C. M., Wang, E. T. G., Fang, Y. H., & Huang, H. Y. (2021). Understanding customers’ repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value, and perceived risk. Information Systems Journal, 31(4), 592–625. https://doi.org/10.1111/isj.12294
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Dwivedi, Y. K., Hughes, D. L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., & Wamba, S. F. (2022). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 39(8), 1501–1517. https://doi.org/10.1002/mar.21688
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Gefen, D., Ragowsky, A., & Motiwalla, L. (2020). Toward a theory of consistency in information systems. Journal of Management Information Systems, 37(3), 798–822. https://doi.org/10.1080/07421222.2020.1790205
Google, T., Bain, & Company. (2023). e-Conomy SEA 2023: Reaching new heights. https://economysea.withgoogle.com
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM (2nd ed.). SAGE Publications.
International Committee of Medical Journal Editors (ICMJE). (2023). Defining the role of authors and contributors. International Committee of Medical Journal. https://www.icmje.org/recommendations/browse/roles-and-responsibilities/defining-the-role-of-authors-and-contributors.html
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kumar, V., Dixit, A., Javalgi, R. G., Dass, M., & Sridhar, S. (2021). Digital transformation of business-to-business marketing: Frameworks and propositions. Journal of Business Research, 122, 725–739. https://doi.org/10.1016/j.jbusres.2020.04.028
Laudon, K. C., & Traver, C. G. (2022). E-commerce 2022: Business, technology, and society (17th ed.). Pearson Education.
Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2020). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 10(2), 17–32. https://doi.org/10.14707/ajbr.200086
Lin, C., Wu, Y. S., & Chen, J. C. (2020). Electronic service quality, customer satisfaction, and customer loyalty: A case study of e-commerce in Taiwan. Total Quality Management & Business Excellence, 31(13–14), 1571–1585. https://doi.org/10.1080/14783363.2018.1513395
Marinković, V., & Kalinić, Z. (2017). Antecedents of customer satisfaction in mobile commerce: Exploring the moderating effect of gender. International Journal of Retail & Distribution Management, 45(9), 929–947. https://doi.org/10.1108/IJRDM-12-2016-0231
McKinsey, & Company. (2022). The value of getting personalization right—or wrong—is multiplying. https://www.mckinsey.com
Ocampo, L. A., & Yamagishi, K. (2023). Exploring service quality in digital platforms: An empirical study of customer perceptions in Southeast Asia. Journal of Retailing and Consumer Services, 70, 103145. https://doi.org/10.1016/j.jretconser.2022.103145
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156
Prentice, C., Han, X. Y., Hua, L. L., & Hu, L. (2019). The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47, 339–347. https://doi.org/10.1016/j.jretconser.2018.12.014
Committee on Publication Ethics (COPE). (2022). Authorship and contributorship. https://publicationethics.org/authorship
Salesforce. (2023). State of the connected customer. https://www.salesforce.com
Shareef, M. A., Mukerji, B., Alryalat, M. A. A., Wright, A., & Dwivedi, Y. K. (2019). Advertisements on Facebook: Identifying the persuasive elements in the development of positive attitudes in consumers. Journal of Retailing and Consumer Services, 43, 258–268. https://doi.org/10.1016/j.jretconser.2018.03.009
Statista. (2024). E-commerce worldwide: Statistics & facts. https://www.statista.com/topics/871/online-shopping/
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2016). User acceptance of information technology: Toward a unified view. MIS Quarterly, 40(1), 425–478. https://doi.org/10.25300/MISQ/2016/40.1.425
Zeithaml, V. A., Bitner, M. J., Gremler, D. D., & Ajay, P. (2020). Services marketing: Integrating customer focus across the firm (8th ed.). McGraw-Hill Education.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Muhammad Awaluddin
This work is licensed under a Creative Commons Attribution 4.0 International License.
