E-COMMERCE: VARIABLE MODERATION IN MARKETING STRATEGIES ON PURCHASING DECISIONS
Abstract
This comprehensive study delves into the intricate dynamics of marketing strategies and their influence on consumer purchasing behavior concerning UMKM MakEpa Frozen in Lumajang City. With e-commerce emerging as a crucial moderating variable, this research adopts a quantitative approach, integrating both descriptive and causal analyses. By surveying 100 dedicated patrons of UMKM MakEpa Frozen, meticulously collected data is subjected to rigorous scrutiny using the sophisticated Smart-PLS4 software. The discerning findings reveal: (1) a robustly positive and consequential correlation between marketing strategies and consumer purchasing decisions, (2) notably, although e-commerce exhibits significant relevance, it does not appear to moderate the impact of marketing strategies on consumer purchasing behavior.
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