ANALISIS DAMPAK KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DENGAN DIGITAL MARKETING SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Pagar dan Kanopi Minimalis - CV Karya Berkah Agung,Malang)

This study aims to (1) describe service quality, digital marketing, and purchasing decisions, (2) determine and analyze the significant influence between service quality on purchasing decisions, (3) determine and analyze the significant influence between service quality on the application of digital marketing on purchasing decisions, (4) determine and analyze the significant influence between the application of digital marketing on purchasing decisions, (5) determine and analyze the significant influence between service quality on purchasing decisions with the application of digital marketing as a mediating variable for consumers at CV Karya Berkah Agung. This research was conducted on consumers of minimalist fences and canopies CV Karya Berkah Agung with a total of 140 respondents. The sampling technique for this study uses non-probability sampling by accidental sampling, where sampling is based on chance, that is, anyone who happens to meet the researcher can be used as a sample, if it is deemed that the person who happens to be found matches the criteria set by the researcher. The data collection technique in this study used a questionnaire. The data analysis technique uses the Macro Hayes method with the SPSS-25 analysis tool. The results of this study indicate that (1) the quality of service, the application of digital marketing has a significant positive impact based on consumer responses to the questionnaire results on each variable has a value with a very good level on the variable quality of service and the application of digital marketing, and is very stable on the purchasing decision variable. (2) service quality variables have a significant positive effect on purchasing decisions. (3) the service quality variable has a significant positive effect on the application of digital marketing. (4) the variable application of digital marketing has a significant positive effect on purchasing decisions. (5) the application of digital marketing has a role in mediating the relationship between service quality and purchasing decisions.