E-COMMERCE: VARIABLE MODERATION IN MARKETING STRATEGIES ON PURCHASING DECISIONS

  • Ayu Nareswari Institut Teknologi dan Bisnis Widya Gama Lumajang
Keywords: Marketing Strategies, Purchasing Decisions, E-Commerce

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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Published
2024-04-06
How to Cite
Nareswari, A. (2024). E-COMMERCE: VARIABLE MODERATION IN MARKETING STRATEGIES ON PURCHASING DECISIONS. Bulletin of Management and Business, 5(1), 47 - 54. https://doi.org/10.31328/bmb.v5i1.310