The Influence of Personal Selling, Digital Marketing, and Perceived Value on Student Satisfaction with Service Quality as a Moderation Variable at State Polytechnic of Banjarmasin

Sri Imelda; Hikmayanti Huwaida; Rofi’i; Rini Amelia

doi:10.55927/mudima.v5i8.504

Authors

Sri Imelda State Polytechnic of Banjarmasin
Hikmayanti Huwaida State Polytechnic of Banjarmasin
Rofi’i State Polytechnic of Banjarmasin
Rini Amelia State Polytechnic of Banjarmasin

DOI:

https://doi.org/10.55927/mudima.v5i8.504

Keywords:

Compliance, Moral Disengagement, Self-Control, Traffic

Abstract

State Polytechnic of Banjarmasin must continue to innovate to ensure that graduates have competencies that are in accordance with the needs of the work . The purpose of the study was to determine the influence: 1) personal selling on satisfaction; 2) digital marketing on satisfaction; 3) perceived value on satisfaction; 4) service quality moderates personal selling on satisfaction; 5) service quality moderates digital marketing on satisfaction; 6) service quality moderates the effect of perceived value to satisfaction. This study uses an explanatory approach with a quantitative method. The data was collected in the city of Banjarmasin. The research population is students of Banjarmasin State Polytechnic. Samples were selected using purposive sampling. Data was collected through surveys with Likert scale-based instruments. The Structural Equation Modeling (SEM) method is used to analyze the data. The results of the study show that: 1) personal selling has a positive and significant effect on satisfaction; 2) digital marketing has a positive but insignificant effect on satisfaction; 3) perceived value has a positive and insignificant effect on satisfaction; 4) service quality has a positive and significant effect on satisfaction; 5) perceived value have a positive and insignificant effect on satisfaction; 6) personal selling has a positive and significant effect on service quality; 7) digital marketing has a negative and insignificant effect on service quality; 8) perceived value has a positive and significant effect on service quality at State Polytechnic of Banjarmasin

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