PENGARUH SELLER REPUTATION, RELATIONSHIP QUALITY DAN MOBILE MARKETING TERHADAP PURCHASE INTENTION PADA TOKO OLEH-OLEH GADUNG MELATI PONOROGO

A The rapid development of digital technology has transformed marketing strategies, particularly for micro, small, and medium enterprises (MSMEs). This study aims to analyze the effect of seller reputation, relationship quality, and mobile marketing on purchase intention at Toko Oleh-Oleh Gadung Melati Ponorogo. A quantitative associative research approach was employed, with data collected through questionnaires distributed to consumers of the store. The analysis was conducted using multiple linear regression to examine both partial and simultaneous effects of the independent variables on purchase intention. The results indicate that seller reputation has a positive and significant influence on purchase intention, showing that a good reputation enhances consumer trust and interest in buying. Relationship quality also has a positive and significant effect, demonstrating that strong relationships between the store and customers can increase trust, commitment, and buying intention. In addition, mobile marketing positively and significantly influences purchase intention by providing accessible, interactive, and timely information to consumers. Simultaneously, seller reputation, relationship quality, and mobile marketing jointly have a significant effect on purchase intention. These findings suggest that strengthening reputation, maintaining high-quality customer relationships, and optimizing mobile-based marketing strategies are essential for increasing consumer purchase intention and enhancing the competitiveness of local MSMEs in the digital era.

Keywords : Seller Reputation, Relationship Quality, Mobile Marketing, Purchase Intention