The Effect of Factors of E-marketing on Purchase Decision in MSME's snack product: a case study in PT. Saikho Indo Kreatif

• Autorzy: Wiadi Iyus , Mudrika Siti , Suharjo Diyono , Azmy Ahmad , Deni Deni

Identyfikatory

DOI

10.58691/man/172050

• Języki publikacji: EN

Abstrakty

EN

Due to the multiple advantages that it offers to both sellers and consumers, the digitalization of services is a process that is gaining popularity on a global scale. The aim of this research was to explore the impact of e-marketing elements related to SME products on sustainable customer behavior in the context of purchasing decisions. The expanded unified theory of acceptance and use of technology (UTAUT2) model and the technology acceptance model (TAM) were both used to research the elements that lead to long-term behavioral changes in favor of more sustainable consumer purchasing decisions. Sustainable consumer behaviors are those that are based on trust and continuation intention (CI). The case study is based on a SME company that creates modernized versions of traditional snacks and markets them online. Researchers surveyed 122 of their customers for the survey-based statistics. The findings reveal that, out of the six factors, only 4 factors that had significant impact on trust, which are Perceived of Usefulness (PU), Perceived Ease of Use (PEOU), Social Influence (SI), and the most significant is Hedonic Motives (HM). While, Quality Information (IQ) did not contribute to Trust. Trust (T) appears to have a substantial positive impact on the development of customer’s continuous purchase decision (CI). Age and education did not moderate the relationship between trust and CI. Small and medium-sized enterprise (SME) business owners should therefore focus on Perceived Risk related variables to build greater levels of trust and capture customers’ ongoing interest. This study contributes to a body of knowledge on the e-marketing of SME items, particularly snacks, by demonstrating how CI might cause long-term behavioral changes in favor of more sustainable customer purchase decisions.

Słowa kluczowe

EN

E-marketing; purchase decision; small-medium enterprise; consumer behavior; organizational transformation; organizational culture; job satisfaction

PL

E-marketing; małe i średnie przedsiębiorstwa; zachowania konsumenckie; transformacje organizacyjne; kultura organizacyjna; satysfakcja z pracy

• Wydawca: University of Zielona Góra, Faculty of Economics and Management
• Czasopismo: Management
• Rocznik: 2023
• Tom: Vol. 27, no. 1
• Strony: 157--183
• Opis fizyczny: Bibliogr. 48 poz., rys., tab.

Twórcy

autor

Wiadi Iyus

• Faculty of Economics and Business, Paramadina University, Indonesia

• https://orcid.org/0000-0002-0723-3363

autor

Mudrika Siti

• Faculty of Economics and Business, Paramadina University, Indonesia

autor

Suharjo Diyono

• Faculty of Economics and Business, Paramadina University, Indonesia

autor

Azmy Ahmad

• Faculty of Economics and Business, Paramadina University, Indonesia

• https://orcid.org/0000-0002-5053-7733

autor

Deni Deni

• Faculty of Economics and Business, Paramadina University, Indonesia

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Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023)