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The Influence of Service Quality and Content Marketing on the Purchase Decision in Using the Menggala Express Bus Service on the Surabaya – Malang Route

Year: 2025

Type: article

Abstract: This research aims to determine the effect of Service Quality and Content Marketing on purchasing decisions in using PO Menggala bus services among users on the Surabaya–Malang route. A quantitative methodology was employed in this study, where data were gathered through questionnaire distribution and subsequently analyzed using the PLS-SEM approach via the SmartPLS application. The research involved 105 participants selected based on purposive sampling criteria. The results indicate that both Service Quality and Content Marketing have a positive and significant influence on purchasing decisions. These findings confirm that excellent service and informative, engaging digital content play a crucial role in shaping consumer preferences toward transportation services. Promotion strategies emphasizing passengers' real-life experiences through social media have proven effective in influencing purchasing decisions for PO Menggala bus services.

Source: Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE)

DOI: 10.31538/iijse.v8i3.7605

Authors: Zidane Fernanda Kusuma, Sugeng Purwanto, Virginia Mandasari

Institution: University of Pembangunan Nasional Veteran Jawa Timur

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Industry, innovation and infrastructure, Sustainable cities and communities

Open Access status: diamond

OpenAlex ID: W7085032307

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