The Effect of Factors of E-marketing on Purchase Decision in MSME's snack product: A case study in PT. Saikho Indo Kreatif
More details
Hide details
Faculty of Economics and Business, Paramadina University, Indonesia, Indonesia
Submission date: 2023-06-24
Final revision date: 2023-08-15
Acceptance date: 2023-09-08
Online publication date: 2023-10-23
Publication date: 2023-10-26
Corresponding author
Ahmad -Azmy   

Faculty of Economics and Business, Paramadina University, Indonesia, Indonesia
Management 2023;27(1):157–183
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.
Abdulrazak Taiye Arobo. (2022). The Effect of Digital Marketing on SMEs: A case study of Swedish And Nigerian companies. (24.06.23 - access date).
Abou-Elgheit, E. (2018). Understanding Egypt’s Emerging Social Shoppers. Middle East Journal of Management, 5(3), 207–270.
Agag, G. M., El-Masry, A. A. (2017). Why Do Consumers Trust Online Travel Websites? Drivers and Outcomes of Consumer Trust toward Online Travel Websites. Journal of Travel Research, 56(3), 347–369.
Ajzen, I., Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888–918.
Andriko, M., Setiawa, M., Das Prena, G. (2019). Pengaruh Kepercayaan, Kualitas Pelayanan, Motivasi Hedonis Belanja Terhadap Minat Bertransaksi Menggunakan Aplikasi Lazada. In Jurnal Ilmiah Akuntansi dan Bisnis (Vol. 4, Issue 2). akuntansi (24.06.23 - access date).
Azhar, F. A. (2020). Pengaruh Kualitas Produk dan Desain Produk Terhadap Keputusan Pembelian Konsumen Produk Cemilan Mie Lidi (Studi Kasus pada Konsumen Lidigeli). UPN Veteran Jakarta, Fakultas Ekonomi Dan Bisnis.
Chen, L., Aklikokou, A. K. (2020). Determinants of E-government Adoption: Testing the Mediating Effects of Perceived Usefulness and Perceived Ease of Use. International Journal of Public Administration, 43(10), 850–865.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59. ijinfomgt.2020.102168.
Eggers, F., Niemand, T., Kraus, S., Breier, M. (2018). Developing a Scale for Entrepreneurial Marketing: Revealing Its Inner Frame and Prediction of Performance. Journal of Business Research, 113(72–82).
Hermawan, H. (2017). Sikap Konsumen Terhadap Belanja Online. WACANA, Jurnal Ilmiah Ilmu Komunikasi, 16(1), 136. https://doi. org/10.32509/wacana.v16i1.6.
Hossain, T. M. T., Akter, S., Kattiyapornpong, U., Dwivedi, Y. (2020). Reconceptualizing integration quality dynamics for omnichannel marketing. Industrial Marketing Management. (04.04.23 - - access date).
Huan, H., Lijun, Z. (2019). Research on Consumer’s Purchase Decision. Proceedings of the 2019 3rd International Conference on Education, Culture and Social Development (ICECSD 2019). DOI: 10.2991/icecsd-19.2019.57.
Huta, V., Waterman, A. S. (2014). Eudaimonia and its distinction from hedonia: Developing a classification and terminology for understanding conceptual and operational definitions. Journal of Happiness Studies: An Interdisciplinary Forum on Subjective Well-Being, 15(6), 1425–1456.
Indria Guntarayana, Krisma Putri, Ratih Y. Chuly. (2018). Analisa Strategi dalam Pemasaran Akuntabilitas. Jurnal Ilmiah Ilmu-Ilmu Ekonomi, 11(2), 46-56.
Irayani, I. G. A., Ayuningsasi, A. A. K. (2021). Pengaruh Tingkat Pendidikan Dan Jenis Produk Terhadap Pemanfaatan E-commerce Dan Omzet Penjualan Pada UMKM Di Kota Denpasar. E-Jurnal Ekonomi Pembangunan Universitas Udayana, 10(2), 451–898.
Jayantari, I. A. A. U., Seminari, N. K. (2018). Peran Kepercayaan Memediasi Persepsi Risiko Terhadap Niat Menggunakan Mandiri Mobile Banking Di Kota Denpasar. EJMUNUD.2018.v7.i05.p13.
Kaczmarek, L. D. (2017). Hedonic Motivation. In Encyclopedia of Personality and Individual Differences, 1–3. 524-1.
Kalia, P. (2016). Electronic services View project An Empirical Study of Online Shoppers’Search Behaviour with Respect to Sources of Information in Northern India Rateek Kalia, Tejinderpal Singh And Navdeep Kaur Focus, 56(4). publication/296637906.
Kalia, P., Zia, A., Kaur, K. (2022). Social influence in online retail: A review and research agenda. European Management Journal. https://
Keni, K. (2020). How Perceived Usefulness and Perceived Ease of Use Affecting Intent to Repurchase? Jurnal Manajemen, 24(3), 481. https://
Kotler P., Kevin L. K. (2016). Marketing Management. Pearson Education.
Lee, H., Donna, K., Lee, J., Lee, S. (2012). SME Survival: The Impact of Internationalization, Technology Resources, and Alliances. Journal of Small Business Management, 50(1), 1–9.
Liébana-Cabanillas, F., de Luna, I. R., Montoro-Ríosa, F. (2017). Intention to use new mobile payment systems: A comparative analysis of SMS and NFC payments. Economic Research-Ekonomska Istrazivanja , 30(1), 892– 910.
Marin, G., Pathak, P., Singh, S. (2017). How Economies Change? - A Study of Spain and India. Management Insight - The Journal of Incisive Analysers, 13(01).
Maulana, Z., Chanif Hidayat, M., Agustina, I. (2022). SPEKTA (Jurnal Pengabdian Kepada Masyarakat: Teknologi dan Aplikasi) Using Digital Marketing for Small and Medium Enterprises (SMEs) in Bumdes Remboko Sumberrejo Village Sleman Regency. 3(1), 31–38. https://doi. org/10.12198/spekta.v3i1.4563.
Mcknight, D. H., Chervany, N. L. (2002). What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology. International Journal of Electronic Commerce, 6(2), 35–59.
Mingione, M., Abratt, R. (2020). Building a corporate brand in the digital age: imperatives for transforming born-digital startups into successful corporate brands. Journal of Marketing Management, 36(11–12), 981–1008.
Mohsen, K., Saeed, S., Raza, A., Omar, S., Muffatto, M. (2021). Does using latest technologies impact new venture innovation? A contingencybased view of institutional environments. Journal of Small Business Management, 59(4), 852–886.
Mutahar, A. M. , Daud, N. M. , Thurasamy, R. , Isaac, O. , Abdulsalam, R. (2018). The Mediating of Perceived Usefulness and Perceived Ease of Use. International Journal of Technology Diffusion, 9(2), 21–40. https://
Odusanya, K., Aluko, O., Lal, B. (2022). Building Consumers’ Trust in Electronic Retail Platforms in the Sub-Saharan Context: an exploratory study on Drivers and Impact on Continuance Intention. Information Systems Frontiers, 24(2), 377–391. 10043-2.
Purnamasari, P., Pramono, I. P., Haryatiningsih, R., Ismail, S. A., Shafie, R. (2020). Technology Acceptance Model of Financial Technology in Micro, Small, and Medium Enterprises (MSME) in Indonesia. Journal of Asian Finance, Economics and Business, 7, 981–988.
Purwa Agani, D., Azis, E. (2021). Pengaruh Kualitas Informasi, Kualitas Sistem, Kualitas Layanan Terhadap Kepuasan Pengguna Aplikasi Sppd (Studi Kasus Pada Yayasan Pendidikan Telkom) The Effect Of Information Quality, System Quality, Service Quality Towards User Satisfaction Of Sppd Aplication (Case Study On).
Qazzafi, S. 2019). Consumer Buying Decision Process Towards Products. International Journal of Scientific Research and Engineering Development, 2.
Rogers, E. (2003). Diffusion of innovations. (5th ed.). Free Press.
Rosalia, D., Ellyawati, J. (2016). Pengaruh Persepsi Risiko Terhadap Kepercayaan Dan Keputusan Pembelian Online. 1–9. http://e-journal.
Ruane M. Janet. (2013). Dasar-dasar Metode Penelitian Panduan Riset Ilmu Sosial. Penerbit Nusa Media.
Schiffman, L. G., Kanuk, L.L. (2009). Perilaku Konsumen Alih bahasa Zulkifli Kasip. PT. Indeks Group Gramedia.
Shukla, P. S., Nigam, P. V. (2018). E-shopping using mobile apps and the emerging consumer in the digital age of retail hyper personalization: An insight. Pacific Business Review International, 10(10), 131–139.
Siva Kumar, T., Chandra Sekhar, S. (2019). Impact of e-Marketing on Influencing Consumer Purchase decision. International Journal of Scientific Development and Research, 4(11), 24-27.
Slade, E. L., Dwivedi, Y. K., Piercy, N. C., Williams, M. D. (2015). Modeling consumers’ adoption intentions of remote mobile payments in the UK: Extending UTAUT with innovativeness, risk and trust, Psychology and Marketing, 32(8), 860-873.
Venkatesh, V., Morris, M. G., Davis, G. B., Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. In Source: MIS Quarterly, 27(3).
Veríssimo, J. M. C. (2016). Enablers and restrictors of mobile banking app use: A fuzzy set qualitative comparative analysis (fsQCA). Journal of Business Research, 69(11), 5456–5460. JBUSRES.2016.04.155.
Wang, Y. (2016). What are the biggest obstacles to growth of SMEs in developing countries? – An empirical evidence from an enterprise survey. Borsa Istanbul Review, 16(3), 167–176. bir.2016.06.001.
Winarso, W. (2020). E-Marketing: Business In Developing SMEs In Indonesia. International Journal of Psychosocial Rehabilitation, 24(10), 1-7.
Yadav, R., Mahara, T. (2017). An Empirical Study of Consumers Intention to Purchase Wooden Handicraft Items Online: Using Extended Technology Acceptance Model. Global Business Review, 20(2), 479–497.
Yoon, C., Lim, D., Park, C. (2020). Factors affecting adoption of smart farms: The case of Korea. Computers in Human Behavior, 108, 106309.
Zia, A., Alzahrani, M. (2022). Investigating the Effects of E-Marketing Factors for Agricultural Products on the Emergence of Sustainable Consumer Behaviour. Sustainability (Switzerland), 14(20). https://doi. org/10.3390/su142013072.
ISSN:1429-9321 (1997-2019)