Exploring the Influence of Digital Marketing Literacy and Online Shopping Experiences on Consumer Satisfaction
Abstract
Abstract: In the context of Micro, Small, and Medium Enterprises (MSMEs), enhancing customer satisfaction has become increasingly tied to improvements in digital marketing literacy and the overall online shopping experience. This study explores the influence of digital marketing literacy and online shopping experiences on consumer satisfaction. Utilizing a cross-sectional, correlational design, the study involved 250 participants, with data analyzed through Smart-PLS (Partial Least Square) for Structural Equation Modelling (SEM). The findings indicate that digital marketing literacy and the online shopping experience contribute positively to customer satisfaction, with the latter serving as a mediator between the two. Additionally, the study offers recommendations for MSMEs in Central Java, Indonesia, suggesting ways to boost customer satisfaction through product enhancements, behavioral adjustments, and informed investment decisions by investors.
Keywords
Full Text:
PDFReferences
Asian Development Bank, 2020, Outlook 2020. [Online]. Available: https://globalfert.com.br/pdf/outlook_globalfert2020.pdf.
International Labour Organization (ILO), 2019 Financing Small Businesses in Indonesia: Challenges and Opportunities .
Kumar B and Gajakosh A R, 2021 MSMEs Issues and Prospectus of Uttarakhand: A Conceptual Investigation with Special Reference to COVID-19 SEDME (Small Enterp. Dev. Manag. Ext. Journal) A Worldw. Wind. MSME Stud. 48, 3 p. 299–310.
Dash A, 2018 Micro and small medium enterprises in India: An analytical and policy perspective Int. J. Sci. Eng. Res. 9, 7 p. 1121–1149.
Nadaf R and Kadakol A, 2017 A study of major problem, prospects and performance aspects of MSME’s in India
Int. J. Business, Manag. Allied Sci. 4, 4 p. 177–184.
Quaye D and Mensah I, 2018 Marketing innovation and sustainable competitive advantage of manufacturing SMEs in Ghana Manag. Decis. 57, 7 p. 1535–1553.
Prasetyo P and Kistanti N, 2020 Human capital, institutional economics and entrepreneurship as a driver for quality & sustainable economic growth Entrep. Sustain. Issues 7, 4 p. 2575–2589.
Prasetyo P E, 2020 The Role of Government Expenditure and Investment for MSME Growth : Empirical Study in Indonesia J. Asian Financ. Econ. Bus. 7, 10 p. 471–480.
Muliadi Darma D C and Kasuma J, 2020 MSMEs as mediation in the effects of investment credit , interest rates
, and labor on economic growth : Evidence from Indonesia IJFBS Int. J. Financ. Bank. Stud. 9, 2 p. 1–12.
Hernita Surya B Perwira I Abubakar H and Idris M, 2021 Economic business sustainability and strengthening
human resource capacity based on increasing the productivity of small and medium enterprises (SMES) in Makassar city, Indonesia Sustain. 13, 6 p. 1–37.
Salamzadeh A and Dana L, 2021 The coronavirus (COVID-19) pandemic: challenges among Iranian startups J. Small Bus. Entrep. 33, 5 p. 489–512.
Mayr S Mitter C Kücher A and Duller C, 2021 Entrepreneur characteristics and differences in reasons for business failure: evidence from bankrupt Austrian SMEs J. Small Bus. Entrep. 33, 5 p. 539–558.
Sarvari H Chan D W Alaeos A K F Olawumi T O and Abdalridah Aldaud A A, 2021 Critical success factors for managing construction small and medium-sized enterprises in developing countries of Middle East: Evidence from Iranian construction enterprises J. Build. Eng. 43 p. 103152.
Surya B Menne F Sabhan H Suriani S Abubakar H and Idris M, 2021 Economic growth, increasing productivity of smes, and open innovation J. Open Innov. Technol. Mark. Complex. 7, 1 p. 1–37.
Purnamawati I G A Jie F Hong P C and Yuniarta G A, 2022 Analysis of Maximization Strategy Intangible Assets through the Speed of Innovation on Knowledge-Driven Business Performance Improvement Economies 10, 6
p. 149.
Madrid-Guijarro A Martin D P and Garcí´a-Pe´rez-de-Lema D, 2021 Capacity of open innovation activities in fostering product and process innovation in manufacturing SMEs Rev. Manag. Sci. 15, 7 p. 2137–2164.
Alhusen H and Bennat T, 2020 Combinatorial innovation modes in SMEs: mechanisms integrating STI processes into DUI mode learning and the role of regional innovation policy Eur. Plan. Stud. 29, 4 p. 1–27.
Demirkan I Srinivasan R and Nand A, 2022 Innovation in SMEs: the role of employee training in German SMEs
J. Small Bus. Enterp. Dev. 29, 3 p. 421–440.
Heenkenda H Xu F Kulathunga K and Senevirathne W, 2022 The Role of Innovation Capability in Enhancing Sustainability in SMEs: An Emerging Economy Perspective Sustain. 14, 17 p. 10832.
Dinas Koperasi Usaha Kecil dan Menengah Provinsi Jawa Tengah, 2022, Data UMKM di Jawa Tengah, Dinkop UMKM Jateng. .
Juwaini A et al., 2022 The role of customer e-trust, customer e-service quality and customer e-satisfaction on customer e-loyalty Int. J. Data Netw. Sci. 6, 2 p. 477–486.
Kitsios F Kamariotou M Karanikolas P and Grigoroudis E, 2021 Digital Marketing Platforms and Customer Satisfaction: Identifying eWOM Using Big Data and Text Mining Appl. Sci. 11, 17 p. 1–12.
Moorthy T and Sahid S, 2022 The Influence of Digital Marketing Literacy on Entrepreneurship Behavior among Public University Students in Malaysia Int. J. Acad. Res. Bus. Soc. Sci. 12, 1 p. 548–568.
Farhan A Oktavianty and Wahid, 2023 Online Business Development And Contribution Toward Local Economic In Rural Areas J. Penelit. Ekon. dan Akunt. 8, 1 p. 19–29.
Eşitti B and Kasap M, 2019 The impact of leader–member exchange on lodging employees’ dynamic capacities: The mediating role of job satisfaction Tour. Hosp. Res. 20, 2 p. 1–8.
Dubey R et al., 2019 Big data analytics and organizational culture as complements to swift trust and collaborative performance in the humanitarian supply chain Int. J. Prod. Econ. 210 p. 120–136.
Gupta S Justy T Kamboj S Kumar A and Kristoffersen E, 2021 Big data and firm marketing performance: Findings from knowledge-based view Technol. Forecast. Soc. Change 171, 1 p. 1–36.
Chatterjee S Chaudhuri R Gonza´lez V I Kumar A and Singh S K, 2022 Resource integration and dynamic capability of frontline employee during COVID-19 pandemic: From value creation and engineering management perspectives Technol. Forecast. Soc. Chang. 176 p. 1–13.
Taber K S, 2018 The Use of Cronbach’s Alpha When Developing and Reporting Research Instruments in Science Education Res. Sci. Educ. 48 p. 1273–1296.
Bjekic´ R Strugar Jelacˇa M Berber N and Aleksic´ M, 2021 Factors Affecting Entrepreneurial Intentions of Faculty Students Manag. J. Sustain. Bus. Manag. Solut. Emerg. Econ. 26, 2 p. 1–13.
Peterson R A and Kim Y, 2013 On the relationship between coefficient alpha and composite reliability J. Appl. Psychol. 98, 1 p. 194–198.
Rouf M A and Akhtaruddin M, 2018 Factors affecting the voluntary disclosure: a study by using smart PLS-SEM approach Int. J. Law Manag. 60, 6 p. 1498–1508.
Ab Hamid M R Sami W and Mohmad Sidek M H, 2017 Discriminant Validity Assessment: Use of Fornell & Larcker criterion versus HTMT Criterion J. Phys. Conf. Ser. 890, 1 p. 1–5,.
Pappas I Pateli A Giannakos M N and Chrissikopoulos V, 2014 Moderating effects of online shopping experience on customer satisfaction and repurchase intentions Int. J. Retail Distrib. Manag. 42, 3 p. 187–204.
Siswadi Jumaizi Supriyanto and Dewa A L, 2023 Indonesian Online Transportation (Go-Jek) Customers Satisfaction and Loyalty: How The Role of Digital Marketing, Word of Mouth, Perceived Value and Perceived Quality? J. Law Sustain. Dev. 11, 2 p. 1–19.
Tang Y M Lau Y and Ho U L, 2023 Empowering Digital Marketing with Interactive Virtual Reality (IVR) in Interior Design: Effects on Customer Satisfaction and Behaviour Intention J. Theor. Appl. Electron. Commer. Res. 18, 2 p. 889–907.
Ilyas G B Munir A R Tamsah H and Mustafa H, 2021 The Influence of Digital Marketing and Customer Perceived Value Through Customer Satisfaction on Customer Loyalty J. Leg. Ethical Regul. 24, S4 p. 1–14.
Refbacks
- There are currently no refbacks.
Organizing Patners:
------------------
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.