Published: 2024-10-02

Analisis Pengaruh Digital Marketing, Komunikasi Pemasaran dan Kualitas Pelayanan Terhadap Kepuasan Konsumen

DOI: 10.35870/jemsi.v10i5.3222

Trisnawati Kusumawardhani, Rahula Hananuraga, Sulistyo Budi Utomo, Arvin Hardian, Yanti Setianti
  • Trisnawati Kusumawardhani: Institut Bisnis Muhammadiyah Bekasi , Indonesia
  • Rahula Hananuraga: Nalanda Institute , Indonesia . image/svg+xml
  • Sulistyo Budi Utomo: Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya , Indonesia
  • Arvin Hardian: UBSI , Indonesia
  • Yanti Setianti: Padjadjaran University , Indonesia . image/svg+xml
Front Cover JEMSI Volume 12 Nomor 1 Februari 2026

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Abstract

Di era digital dengan perkembangan teknologi yang begitu pesat telah membuat perubahan pola komunikasi kehidupan bermasyarakat. Penelitian ini bertujuan menganalisis pengaruh digital marketing, komunikasi pemasaran, dan kualitas pelayanan terhadap kepuasan konsumen. Studi empiris pada konsumen pengguna smartphone Samsung Galaxy di Kota Bekasi. Penelitian menggunakan metode pengambilan sampel adalah nonprobability sampling dengan teknik purposive sampling. Responden dalam penelitian berjumlah 93 orang dan kuesioner dibagikan sebagai instrument penelitian. Model penelitian analisis regresi linier berganda. Hasil penelitian bukti empiris bahwa variabel digital marketing berpengaruh positif dan signifikan terhadap kepuasan konsumen. Komunikasi pemasaran secara parsial berpengaruh positif dan signifikan terhadap kepuasan konsumen. Kualitas pelayanan secara parsial berpengaruh positif dan signifikan terhadap kepuasan konsumen.. Adapun uji simultan dari hasil penelitian ini menunjukkan bahwa digital marketing, komunikasi pemasaran dan kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan konsumen. Hasil penelitian yang memperoleh hasil nilai Adjusted R Square dengan hasil sebesar 57,3%. Sisanya sebesar 42,7%  dapat dijelaskan oleh variabel lain diluar penelitian ini misalnya Web E-Commerce, persepsi harga dan lain-lain.

Keywords

kepuasan konsumen, digital marketing, komunikasi pemasaran, kualitas pelayanan

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How to Cite

Kusumawardhani, T., Rahula Hananuraga, Sulistyo Budi Utomo, Arvin Hardian, & Yanti Setianti. (2024). Analisis Pengaruh Digital Marketing, Komunikasi Pemasaran dan Kualitas Pelayanan Terhadap Kepuasan Konsumen. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(5), 3091-3098. https://doi.org/10.35870/jemsi.v10i5.3222
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 12 No. 1 (2026)

  • Section: Articles

  • Published: %750 %e, %2024

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