THE INFLUENCE OF DIGITAL MARKETING, SERVICE QUALITY AND BRAND IMAGE ON PURCHASING DECISIONS AT CV. EKA KARUNIA MOTOR LAMONGANc

Authors

  • Intan Widianti Islamic University of Lamongan Author
  • Sabilar Rosyad Islamic University of Lamongan Author
  • Sani Rusminah Islamic University of Lamongan Author
  • Yunni Rusmawati DJ Islamic University of Lamongan Author

Keywords:

Digital Marketing, Service Quality, Brand Image, Purchasing Decisions

Abstract

Based on data from the Indonesian Motorcycle Industry Association (AISI), total motorbike sales in 2023 will be  6.236.902 units, which means that at least 4,86 milion units will be from the Honda brand. CV. Eka Karunia Motor Lamongan is one the popular Honda dealers in Lamongan. Competition in the automotive industry is a challenge that must face CV. Eka Karunia Motor Lamongan.

This research aims to see the influence of digital marketing, service quality and brand image on purchasing decisions at CV. Eka Karunia Motor Lamongan.

Primary data in this research was obtained from respondents and measured quantitatively. The information obtained through the survey consisted of 20 statements/questions. This research used a sample of 96 buyers at CV. Eka Karunia Motor Lamongan using random sampling techniques. Data analysis in this research was carried out using SPSS software version 30. The findings from this study show that Digital Marketing, Service Quality and Brand Image factors have a positive influence on Purchasing Decisions.

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Published

2025-07-01

Issue

Vol. 1 No. 1 (2025): National Innovation Conference on Economics and Business (NICEBIS) Proceedings

Section

Articles