THE EFFECT OF INTEGRATED MARKETING COMMUNICATION, SERVICE QUALITY, AND CONSUMER BEHAVIOR TOWARDS ONLINE PURCHASE DECISIONS ON THE SHOPEE APPLICATION (Study On Students Of The Faculty Of Economics, Universitas Islam Lamongan)

http://infor.seaninstitute.org/index.php JURNAL SCIENTIA, Volume 12 No 1, 2023 ISSN 2302-0059 THE EFFECT OF INTEGRATED MARKETING COMMUNICATION, SERVICE QUALITY, AND CONSUMER BEHAVIOR TOWARDS ONLINE PURCHASE DECISIONS ON THE SHOPEE APPLICATION (Study On Students Of The Faculty Of Economics, Universitas Islam Lamongan) 1 1,2,3 Fidianatus Sholikha , 2Titin, 3Luluk Nur Azizah Program Studi Manajemen/Fakultas Ekonomi Universitas Islam Lamongan Abstract The purpose of this research is to find out whether integrated marketing communication (X1), service quality (X2) and consumer behavior (X3) on purchasing decisions (Y) in the study shopee application for students of the economics faculty of the Islamic University of Lamongan . The test results show that: T-test of Integrated Marketing Communication variable obtained Tcount (5,727) > Ttable (1,970), Service Quality variable obtained Tcount (3,061) > Ttable (1,970), Consumer Behavior variable obtained from Tcount (4,255) > Ttable (1970). Test Fcount (80.109) > Ftable (2.65). From the multiple linear regression test Y = 4.224 + 0.348 + 0.183 + 0.362, it can be seen that the most dominant value is Consumer Behavior of 0.362. The most dominant variable from the research is consumer behavior (X3). Keywords: Marketing Communication, Service Quality, Customer Behavior, Buying Decision Article Info Received: 19/01/2023 Revised: 03/02/2023 Accepted: 17/02/2023 1. INTRODUCTION The development of information technology in Indonesia has increased every year with the number of internet users in 2021 reaching 212.35 million. With this number, Indonesia is in third place with the most internet users in Asia. With the internet at this time the most advanced is the online market or E-commerce which makes it very easy like at Lamongan Islamic University, there are lots of students who use the internet, especially in the shopee application for buying and selling which is very easy with all the offers offered by each - each E-commerce that drives the economic wheel of life. A very important element to note is integrated communication which introduces the added value of a comprehensive plan that evaluates the strategic roles of various communication disciplines, for example general advertising, direct response, sales promotion and combines other disciplines (Anang Firmansyah, 2019: 30). According to Fandi Tjiptono (2018: 157), Service Quality is the level of excellence expected and control over that level of excellence to meet customer desires. According to Kotler and Keller quoted by S Sriwindarti (2020: 17) consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and how goods, services, ideas, or experiences satisfy their needs and wants. Purchase decisions are strongly influenced by consumer behavior. The decision-making process is to solve problems for consumers for their needs or wants. According to Kotler and Armstrong (2018: 158), consumers make many purchasing decisions every day, and purchasing decisions are the focus of marketers' efforts. Following are some journal references that have been published by Utari, Viola (2020) obtained 3 variables, namely Integrated Marketing Communication, Customer Relationship Management and Service Quality. The second journal by Dessy Eka Arianthi, Dian Surya Sampurna (2020) obtained 3 variables, namely Brand Image, Service Quality, and Word Of Mouth, the third journal by Resa Nurlaela (2021) obtained 3 variables, namely Product Quality, Service Quality, and Purchase Intention, the fourth journal by Halimatus Sakdiyah (2020) obtained 3 variables, namely Imc, Service Quality, and Consumer Behavior, the fifth journal by Gede Wisnu Saputra (2020) obtained 3 variables, namely Digital Marketing, Word Of Mouth, and Service Quality. Jurnal Scientia is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BYNC 4.0) 942 http://infor.seaninstitute.org/index.php JURNAL SCIENTIA, Volume 12 No 1, 2023 ISSN 2302-0059 2. METHOD Quantitative method with Likert scale measurements and the population taken was students of the Faculty of Economics, Lamongan Islamic University class of 2018 with a sample of 224 people, data analysis using SPSS 20. 3. RESULTS AND DISCUSSION The description of the respondent is used to identify the characteristics of the respondent which includes gender, study program, and length of time using the Shopee application. Data Analysis Tools 1. Validity Test According to Sugiyono (2018: 125) validity is a measure that shows the level of validity or authenticity of an instrument. No 1 2 3 4 Table 1. Validity Test Results Indicators/Variables R Count R Table Integrated Marketing Communication (X1) Indicator 1(X1.1) 0.793 0.131 Indicator 2(X1.2) 0.821 0.131 Indicator 3(X1.3) 0.688 0.131 0.744 0.131 Indicator 4(X1.4) Indicator 5(X1.5) 0.753 0.131 Service Quality (X2) Indicator 1(X2.1) 0.726 0.131 0.762 0.131 Indicator 2(X2.2) Indicator 3(X2.3) 0.785 0.131 Indicator 4(X2.4) 0.804 0.131 Indicator 5(X2.5) 0.828 0.131 Consumer Behavior (X3) Indicator 1(X3.1) 0.734 0.131 Indicator 2(X3.2) 0.741 0.131 Indicator 3(X3.3) 0.726 0.131 Indicator 4(X3.4) 0.764 0.131 Purchase Decision (Y) Indicator 1(Y.1) 0.776 0.131 Indicator 2(Y.2) 0.762 0.131 Indicator 3(Y.3) 0.601 0.131 Indicator 4(Y.4) 0.782 0.131 Indicator 5(Y.5) 0.759 0.131 Information Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid The test is to find whether it is valid or not by comparing the calculated R value with R table, for Degree Of Freedom (df) = 224 -2, then the number 222 and alpha = 0.05 is obtained in R table 0, 131. If the calculated R value is greater than R table then the indicator/questionnaire is valid. 2. Reliability Test According to Sugiyono (2017: 130) states that the reliability test is the extent to which measurement results using the same object will produce the same data. No 1. Variable Integrated Marketing Communication (X1) Table 2. Reliability Test Results Cronbach's Alpha (α) Reliability Standards 0.818 0.60 Information Reliable Jurnal Scientia is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BYNC 4.0) 943 http://infor.seaninstitute.org/index.php JURNAL SCIENTIA, Volume 12 No 1, 2023 2. Service Quality (X2) 0.840 3. Consumer Behavior (X3) 0.727 4. Purchase Decision (Y) 0.792 ISSN 2302-0059 Reliable Reliable Reliable 0.60 0.60 0.60 The results of the reliability test used in this study are that Integrated Marketing Communication, Service Quality, Consumer Behavior and Purchase Decisions are considered reliable because they have a Cronbach Alpha value greater than 0.60. Classic assumption test 1. Normality Test The normality test aims to test whether a regression model, confounding or residual variable has a normal distribution (Ghozali, 2018: 111) Table 3. Normality Test Results One-Sample Kolmogorov-Smirnov Test Uns (...truncated)