THE IMPACT OF E-MARKETING MIX ON MSME SERVICES BASED PRODUCT
Keywords:
marketing mix, trust, purchase decision, customer satisfaction, behavioral intentionAbstract
The marketing mix is a branch of marketing science that companies can manage to influence consumer behavior. Some of these behaviors include consumer trust, purchase decisions, customer satisfaction, and behavioral intention. The purpose of this research is to analyze and explain the influence of the marketing mix on consumer trust, purchase decisions, customer satisfaction, and behavioral intention. In other words, it seeks to understand the consumer experience from the pre-purchase phase through the purchase decision to post-purchase behavior. The research was conducted at Excellent Translation, a company whose marketing is focused online. This type of research is explanatory, using a questionnaire as the primary data source. Primary data was obtained by sending questionnaires to the e-mails of 145 consumers of Excellent Translation using a random sampling technique. The data analysis used was SmartPLS with a significance level of 0.05. The results of the study indicate that the marketing mix has a significant effect on trust and purchase decisions, then purchase decisions have a significant effect on customer satisfaction, and customer satisfaction significantly influences behavioral intention.
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Indonesian Society of Applied Science (ISAS)
