Dumarya Manik, Cornelia (2026) DIGITAL MARKETING AND SERVICE QUALITY ON CUSTOMER VALUE AND THEIR IMPACT ON CUSTOMER TRUST IN THE PRODUCTS OF MSME BPR PARTNERS IN BANTEN PROVINCE. Disertasi(S3) thesis, UNIVERSITAS PASUNDAN.
Full text not available from this repository.Abstract
This study aims to analyze the influence of digital marketing and service quality on customer value and their impact on customer trust in the products of MSME BPR partners in Banten Province. This study used a quantitative approach with a survey method. The study population was customers of MSME BPR partners in Banten Province. The sampling technique used probability sampling with the number of respondents adjusted to the needs of the research analysis. Data collection was carried out by distributing questionnaires using a Likert scale. Data analysis was performed using Structural Equation Modeling (SEM) to test the relationships between variables. The results show that digital marketing has a positive and significant effect on customer value. Service quality also has a positive and significant effect on customer value. Furthermore, customer value was shown to have a positive and significant impact on customer trust. Digital marketing and service quality indirectly influence customer trust through customer value as an intervening variable. The findings of this study indicate that increasing the effectiveness of digital marketing and service quality can create higher customer value, thereby increasing customer trust in the products of MSME partners of BPR Banten Province. This research provides practical implications for MSME and BPR managers in formulating digital marketing strategies and improving service quality to strengthen customer value and build sustainable customer trust
| Item Type: | Thesis (Disertasi(S3)) |
|---|---|
| Divisions: | Pascasarjana > S3-Ilmu Manajemen 2026 |
| Depositing User: | Mr soeryana soeryana |
| Date Deposited: | 01 Jul 2026 06:46 |
| Last Modified: | 01 Jul 2026 06:46 |
| URI: | https://repository.unpas.ac.id/id/eprint/83688 |
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