Exploring the Relationship between Digital Service Quality and Purchasing Decisions: MyTelkomsel Consumer Perspective in Bandung City, Indonesia

Abstract

In 2023, digitalization become one of the biggest phenomena in the business world. One of the most striking implementations of digitalization is improving the quality of digital services using mobile applications. This is because consumers increasingly rely on technology to meet their needs, including in purchasing decision-making. Digital service quality in a corporate context includes various technological aspects that can help improve the efficiency and effectiveness of business operations. For this reason, a study is needed to explore the impact of digital services, and this study researches the quality of the MyTelkomsel application digital services used by consumers to make purchasing decisions in the city of Bandung, Indonesia. This research was carried out from January to May 2023 by applying quantitative descriptive methods, correlation analysis and regression analysis. The sample was taken by purposive sampling, and the total sample used was 201 consumers. The research results show that digital service quality significantly influences consumer purchasing decisions, and there is a strong correlation between them. This research has the potential to be expanded by exploring other aspects of digital services carrying out more complex analysis with factor analysis and multivariate analysis. It is predicted to be able to provide an evaluation basis for companies to improve digital services and help consumers make better purchasing decisions