The Influence of Digital Marketing on Customer Satisfaction with Trust as an Intervening Variable at PT. Tunas Mobilindo Perkasa (A Case Study on Customers of the Showroom and Workshop at Daihatsu Tangerang Branch)
DOI:
https://doi.org/10.55927/ijcs.v2i4.24Keywords:
Digital Marketing, Customer Satisfaction, TrustAbstract
The purpose of this study was to determine the effect of digital marketing on customer satisfaction with trust as an intervening variable partially or simultaneously. The data analysis method used is descriptive analysis and path analysis so that the direction and magnitude of the influence of exogenous variables on endogenous variables can be clearly described. The results showed that: 1). Digital marketing has a positive and significant effect on Customer Satisfaction Showroom and Workshop Daihatsu Tangerang Branch; 2). Trust has a positive and significant effect on Customer Satisfaction Showroom and Workshop Daihatsu Tangerang Branch; 3). Digital marketing has a positive and significant effect on customer satisfaction simultaneously with customer trust in the Daihatsu Tangerang Branch Showroom and Workshop. Digital Marketing has a direct influence on Customer Satisfaction through the Customer Trust of the Daihatsu Tangerang Branch Showroom and Workshop of 0.218 and has an indirect effect of 0.401; so the total effect is 0.619. Trust has a direct influence on Customer Satisfaction Showroom and Workshop Daihatsu Tangerang Branch of 0.660.
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