Keputusan Pembelian melalui E-Service Quality dan Pemasaran Media Sosial: Peran Mediasi Brand Image pada Zara di Kota Semarang
DOI:
https://doi.org/10.35870/emt.v10i4.6780Keywords:
Purchasing Decision, Electronic Service Quality, Social Media Marketing, Brand ImageAbstract
The increasing use of digital platforms in shopping activities has encouraged companies to improve the quality of their e-services and social media marketing strategies to influence consumer purchasing decisions. This study aims to analyze the influence of e-service quality and social media marketing on purchasing decisions with brand image as a mediating variable for Zara products. This study uses a quantitative approach with a survey method. The research sample consisted of 190 respondents who were Zara consumers and were selected using a purposive sampling technique. Data collection was carried out through a questionnaire with a Likert scale, then analyzed using the Structural Equation Modeling (SEM) method. The results of the study indicate that e-service quality and social media marketing have a positive and significant effect on brand image. Brand image also has a positive and significant effect on purchasing decisions. In addition, the results of the mediation test prove that brand image plays a significant mediator in the relationship between e-service quality and social media marketing on purchasing decisions. These findings confirm that improving digital service quality and the effectiveness of social media marketing can strengthen brand image, which ultimately encourages increased consumer purchasing decisions for Zara products.
Downloads
References
Adelia, R., & Cahya, S. B. (2023). Pengaruh content marketing dan brand image. Jurnal Pendidikan Tata Niaga (JPTN), 11(3).
Afiani, M. N., Wahono, B., & Bastomi, M. (2024). Pengaruh brand image dan social media marketing terhadap purchase decision melalui brand trust sebagai variabel intervening pada produk kecantikan Hanasui (Studi kasus pada Gen Z Kota Malang). E-Jurnal Riset Manajemen, 14(01), 168–178.
Agustin, Y., Chaniago, H., & Indira, H. (2025). Pengaruh digital marketing berbasis artificial intelligence (AI) terhadap minat beli konsumen pada e-commerce. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 1251–1278. https://doi.org/10.31955/mea.v9i2.5773.
Amin, M., Nasution, A. P., Sambodo, I. M., Hasibuan, M. I., Ritonga, W. A., Ekonomi, F., Al, U., & Labuhanbatu, W. (2021). Analisis pengaruh pemasaran media sosial terhadap minat beli produk online dengan manajemen hubungan pelanggan dan ekuitas merek sebagai variabel mediasi. Ekonomi dan Bisnis, 8(1), 122–137.
Astuti, S. M. K., Lukitaningsih, A., & Hutami, L. T. H. (2021). Analisis pengaruh celebrity endorse, beauty vlogger, word of mouth, dan brand image terhadap minat beli produk Emina. Jurnal Ilmiah Manajemen Kesatuan, 9(1), 53–62.
Azizah, L., Gunawan, J., & Sinansari, P. (2021). Pengaruh pemasaran media sosial TikTok terhadap kesadaran merek dan minat beli produk kosmetik di Indonesia. Culture Education and Technology Research, 10(2).
Chhabra, S., Singh, A., & Maddela, D. (2025). Brand, causes, and the credibility gap: Gen Z purchase intentions in emerging markets. Journal of Asia Business Studies, December. https://doi.org/10.1108/JABS-05-2025-0302.
Devi, D. A. C. R., & Indiani, N. L. P. (2023). Pengaruh e-service quality, promosi dan kepercayaan terhadap keputusan pembelian pelanggan pada Lazada di era Covid-19. Jurnal Ekonomi Syariah, 6(1), 53–67.
Dewi, S., Listyowati, D., Napitupulu, B. E., Saragih, K., & Hermawan, F. (2025). The effect of lifestyle and brand image on customer’s purchase decision (study case of Yamaha Nmax in Central Jakarta). International Journal of Informatics, Economics, Management and Science, 4(1), 34–41. https://doi.org/10.52362/ijiems.v4i1.1770.
Endriyani, F., Ambarwati, D. A. S., & Nabila, N. I. (2025). The influence of brand image, price, and product quality on the purchase decision of Stella room fresheners in Bandar Lampung. International Journal of Education, Social Studies, and Management, 5(2), 786–797.
Febriyanti, N. F., & Dwijayanti, R. (2022). Pengaruh e-service quality dan electronic word of mouth (E-WOM) terhadap keputusan pembelian produk kosmetik Emina (Studi pada remaja di kota Surabaya). Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan, 2(2).
Ghozali, I. (2019). Desain penelitian kualitatif dan kuantitatif. Universitas Diponegoro.
Ghozali, I., & Kusumadewi, K. A. (2024). Partial least squares, konsep teknik dan aplikasi menggunakan program smart PLS 4.0 untuk penelitian empiris. In 8th (Yoga Pratama).
Hidayati, F. N., Sari, D. K., & Hariasih, M. (2024). Dampak content marketing, e-service quality, dan brand awareness terhadap keputusan pembelian produk Barenbliss pada e-commerce Shopee. Jurnal Ilmiah Ekonomi dan Bisnis, 21(2), 185–194.
Hindari, I. K., Hinggo, H. T., & Kusumah, A. (2025). Pengaruh brand image, brand trust dan e-service quality terhadap loyalitas konsumen pada marketplace Blibli di Pekanbaru. Jurnal Ilmiah Mahasiswa Merdeka, 4(1), 567–582.
Insani, A. D. N., Sudarwati, & Marwati, F. S. (2023). Keputusan pembelian ditinjau dari citra merek, gaya hidup, dan keragaman produk merek Hanasui di Sukoharjo. Edunomika, 7(02), 1–8.
Iskamto, D. (2021). Investigation of purchase decisions based on product features offered. ADPEBI International Journal of Business and Social Science, 1(1), 1–9. https://doi.org/10.54099/aijbs.v1i1.1.
Kotler, P., & Keller, K. L. (2019). Manajemen pemasaran (177th ed.).
Mafiana, A. I. (2025). The role of social media in omnichannel strategy to improve purchase intention: Indicator-based approach (Case study: XYZ Housing). Journal of Digital Business and Innovation Management, 4(1), 22–39. https://doi.org/10.26740/jdbim.v4i1.68705.
Mahri, A. J. W., Juliana, J., Monoarfa, H., Rohepi, A. P., & Karim, R. (2025). Integrating country of origin, brand image and halal product knowledge: The case of the South Korean skincare in Indonesia. Journal of Islamic Marketing, 15(1), 244–259. https://doi.org/10.1108/JIMA-12-2021-0390.
Muja, M. R., & Yuswono, I. (2024). How does word of mouth affect purchase decision?: The mediating role of brand awareness (Studi kasus pada konsumen Kopi Kulo di Kota Semarang). Edunomika, 8(04), 1–12.
Muslim, A. W. (2020). Pengaruh media sosial, e-service quality dan harga terhadap keputusan pembelian yang di mediasi oleh gaya hidup. Jurnal Riset Bisnis dan Manajemen, 6(2), 145–162.
Nathania, S. (2022). Pengaruh niat beli terhadap anteseden pemasaran media sosial dengan mediasi pemasaran media sosial dan loyalitas merek sebagai variabel intervening pada produk Maybelline. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 01(03), 168–185.
Nazwa, F. W., & Salya, A. (2025). Terhadap consumer purchase behavior melalui behavioral intention. JIMEA: Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), 9(1), 2897–2926.
Oktavianti, R. I., Nugroho, M., Sulistyo, H., & Nurcholis, L. (2025). Pengaruh digital marketing dan e-service quality terhadap repurchase intention dengan brand image sebagai variabel mediasi pada platform e-commerce Blibli. JAFM: Journal of Accounting and Finance Management, 6(3), 1789–1801.
Prasetyo, A., & Ahmadi, M. A. (2024). Pengaruh aktivitas pemasaran media sosial terhadap niat pembelian: Dengan peran mediasi brand image dan brand trust. Culture Education and Technology Research, 1, 43–55.
Qibtiyah, D. B. (2024). Daya tarik live streaming TikTok Shop: Bagaimana interaksi langsung mempengaruhi niat pembelian produk fashion. EKOMA: Jurnal Ekonomi, 3(5), 558–571.
Saputro, A. W., & Oetomo, H. (2023). Pengaruh e-service quality terhadap e-loyalty dengan brand image dan e-satisfaction sebagai variabel mediasi. Jurnal Ilmiah Manajemen Kesatuan, 11(2), 197–212. https://doi.org/10.37641/jimkes.v11i2.1750.
Sarstedt, M., & Cheah, J. H. (2019). Partial least squares structural equation modeling using SmartPLS: A software review. Journal of Marketing Analytics, 196–202.
Setianingsih, F. E., & Aziz, F. (2022). Pengaruh media sosial marketing TikTok terhadap minat beli online. Jurnal Administrasi Bisnis, 11(September), 25–34.
Sugiyono. (2021). Metode penelitian kuantitatif, kualitatif, dan R&D. CV. Alfabeta.
Sulistiyo, T. D., Fitriana, R., & Lee, C. (2020). Pengaruh marketing media sosial Instagram terhadap brand image The Bunker Café, Tangerang. Jurnal Ekbis (Analisis, Prediksi, dan Informasi), 21(2), 189–203.
Sumaa, S., Soegoto, A. S., & Samadi, L. S. (2021). Pengaruh kualitas produk, harga dan iklan media sosial terhadap minat beli di e-commerce Shopee (Studi pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sam Ratulangi Manado). Jurnal EMBA, 9(4), 304–313.
Tangka, G., Tawas, H., Dotulong, L., Christine Tangka, G., Tawas, H. N., Dotulong, L. O., & Ekonomi dan Bisnis Jurusan Manajemen, F. (2022). Pengaruh iklan dan citra merek terhadap minat beli dan keputusan pembelian sepatu merek Ventela (Ventela Shoes) studi pada mahasiswa jurusan manajemen Fakultas Ekonomi UNSRAT angkatan 2018. Jurnal EMBA, 10(1), 383–392.
Tjiptono, F. (2018). Perspektif manajemen dan pemasaran kontemporer. Andi.
Tjiptono, F. (2020). Strategi pemasaran prinsip dan penerapan. Yogyakarta.
Tjira, R. M., Pattipeilohy, V. R., Gomies, S. J., & Pattipeilohy, V. (2024). Peran brand image dan persepsi harga terhadap keputusan pembelian produk body lotion di kota Ambon. Jurnal Administrasi Terapan, 3(2), 397–405.
Zarkasyi, N. A., Supeni, R. I., & Sumowo, S. (2023). Pengaruh e-service quality dan perceived value terhadap loyalitas pelanggan Go-Jek (Go-Food). Journal of Economics, Assets, and Evaluation, 1(1), 1–10.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Sheila Eldina, Haunan Damar, Maria Safitri, Elia Resha Fatmawati
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
