The Influence of Customer Reference Group, Digital Marketing, and Quality of Services on the Purchase Decision of Training Services in Indonesian Higher Education Institutions

Customer Reference Group, Digital Marketing, and service quality play an important role in influencing the decision to purchase training services in higher education. Customer Reference Group can provide informative and normative influence. Digital Marketing allows universities to reach a wider audience with digital media-based marketing strategies, such as social media, email, and websites, which can increase visibility and engagement. In this study, it includes aspects of accessibility, interactivity, entertainment, trust, irritation, and, finally, information. Service quality is a characteristic of a service that is able to satisfy customers better than competitor services, which includes aspects of reliability, responsiveness, empathy, assurance and physical evidence. This study aims to analyze the effect of Customer Reference Group, Digital Marketing, and Quality of Services on purchasing decisions for ecc.co.id training services for universities in Indonesia. The research was conducted with a quantitative approach, involving 103 respondents consisting of lecturers, campus staff, career center managers, and other professionals who have used ecc.co.id training services. Data was collected through an online questionnaire and analyzed using multiple linear regression using SPSS 25. The results showed that the three independent variables had a positive and significant influence on the decision to purchase ecc.co.id training services. This study concludes that improving service quality, optimizing digital marketing strategies, and managing effective Customer Reference Groups are the keys to success in driving the decision to purchase training services by universities in Indonesia.