The Influence Of Digital Marketing Capability And Service Quality On Participants' Decisions To Choose Training Services With Brand Image As A Mediation Variable At Pustama Indonesia

Sunarni

doi:10.63922/ijbqr.v4i03.6338

Sunarni Sekolah Tinggi Ilmu Ekonomi GICI

DOI: https://doi.org/10.63922/ijbqr.v4i03.6338

Keywords: Digital Marketing Capability, Service Quality, Brand Image, Participant Decisions, Training Services

Abstract

This study aims to analyze the influence of Digital Marketing Capability and Service Quality on Participants' Decisions to Choose Training Services with Brand Image as a mediating variable at PUSTAMA INDONESIA. This study uses a quantitative approach with a causal associative research type. The study population is participants who have attended or used PUSTAMA INDONESIA training services, with a sample of 150 respondents selected using a purposive sampling technique. Data collection was carried out through a questionnaire with a five-point Likert scale. Data analysis used Structural Equation Modeling-Partial Least Squares (SEM-PLS) through testing the measurement model and structural model. The results of the study indicate that Digital Marketing Capability has a positive and significant effect on Brand Image and Participant Decisions. Service Quality also has a positive and significant effect on Brand Image and Participant Decisions. Furthermore, Brand Image is proven to have a positive and significant effect on Participants' Decisions to Choose Training Services. The results of the mediation test indicate that Brand Image is able to mediate the influence of Digital Marketing Capability and Service Quality on Participant Decisions. The R-Square value shows that Digital Marketing Capability and Service Quality are able to explain 58.3% of the variation in Brand Image, while Digital Marketing Capability, Service Quality, and Brand Image are able to explain 67.2% of the variation in Participant Decisions. The research findings show that increasing participant decisions is not enough only through digital marketing activities, but needs to be supported by consistent service quality and a positive brand image. Therefore, PUSTAMA INDONESIA needs to develop an informative and interactive digital marketing strategy, improve service quality, and strengthen Brand Image to increase participant attraction and trust in training services.

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