Pengaruh Pemasaran Digital terhadap Keputusan Menggunakan Pinjaman Online Oleh Masyarakat Kota Batam

Authors

  • Listia Nurjanah Faculty of Business and Management, Universitas Internasional Batam, Kota Batam, Kepulauan Riau, Indonesia
  • Jeksen Ricaprio Faculty of Business and Management, Universitas Internasional Batam, Kota Batam, Kepulauan Riau, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v7i3.7218

Keywords:

Pemasaran Digital, Keputusan Pembelian, Pinjaman Online, Kepercayaan, Kota Batam

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran digital terhadap keputusan pembelian pinjaman online di Kota Batam, dengan kepercayaan sebagai variabel mediasi. Pemasaran digital diukur melalui tiga strategi utama, yaitu email marketing, mobile marketing, dan digital retargeting. Data dikumpulkan melalui kuesioner dari 400 responden di Kota Batam dan dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa email marketing, mobile marketing, dan digital retargeting berpengaruh positif dan signifikan terhadap kepercayaan, serta kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian. kepercayaan terbukti memediasi pengaruh email marketing, mobile marketing, dan digital retargeting terhadap keputusan pembelian pinjaman online.

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Published

2026-01-15

How to Cite

Listia Nurjanah, & Jeksen Ricaprio. (2026). Pengaruh Pemasaran Digital terhadap Keputusan Menggunakan Pinjaman Online Oleh Masyarakat Kota Batam. Jurnal Ekonomi Manajemen Sistem Informasi, 7(3), 1963–1977. https://doi.org/10.38035/jemsi.v7i3.7218

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Vol. 7 No. 3 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Januari - Februari 2026)

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