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All Journal Jurnal Bisnis Journal of Management
Widaningsih
Universitas Islam Dr Khez Muttaqien
Economics, Econometrics & Finance

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Marketing Meets Money: The Role of Marketing Mix, Financial Literacy, and Brand Trust in Shaping Retail Investors' Decisions on Digital Investment Platforms in Indonesia Adine Setya Wardhani; Widaningsih
Journal of Management Vol. 5 No. 2 (2026): July-December
Publisher : Yayasan Pendidikan Belajar Berdikari

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Abstract

Financial decision-making has traditionally been examined through the lens of economic rationality and behavioral finance, while the persuasive role of marketing has received comparatively little attention in finance research. This study bridges the finance and marketing literatures by examining how marketing mix, financial literacy, and brand trust jointly influence retail investors' decisions to invest through digital investment platforms in Indonesia. Using a quantitative explanatory design, data were collected from 250 active users of fintech investment applications through an online structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that marketing mix and brand trust significantly and positively influence investment intention, that brand trust partially mediates the effect of marketing mix on investment intention, and that financial literacy significantly moderates the relationship between investment intention and actual investment decisions by strengthening the conversion of intention into action. These findings indicate that investment decisions in the digital era are not purely rational financial calculations but are also shaped by marketing-driven perceptions of value and credibility. The study contributes to the emerging literature at the intersection of behavioral finance and marketing management, and offers practical guidance for fintech platforms in designing marketing communication strategies that build long-term investor trust rather than relying solely on short-term promotional incentives.
Pengaruh Inovasi Produk dan Customer Relationship Management (CRM) Terhadap Keputusan Pembelian Konsumen di Delisa Delicious Kabupaten Purwakarta Widaningsih; Dewi Mulyani; Davina Syahla Taren
Jurnal Bisnis Vol. 14 No. 1 (2026): Juni
Publisher : Sekolah Tinggi Ilmu Ekonomi dan Bisnis Perdana Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62739/jb.v14i1.171

Abstract

Tujuan: Untuk mengetahui pengaruh Inovasi Produk terhadap Keputusan Pembelian Konsumen di Delisa Delicious Kabupaten Purwakarta. Metodologi/Pendekatan: Menggunakan pendekatan kuantitatif dengan penelitian deskriptif. Pengambilan sampel dengan non probabbility sampling dan disajikan dengan teknik sampling insidental. Sampel berjumlah 96 responden konsumen Delisa Delicious yang diambil dengan teknik sampling insidental. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda Hasil: Inovasi Produk dan Customer Relationship Management berpengaruh signifikan terhadap Keputusan Pembelian, dimana Inovasi Produk dan CRM berpengaruh sebesar 69,0% dan 31,0% sisanya dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Implikasi Praktis: Penelitian ini diharapkan menjadi masukan bagi manajemen Delisa Delicious Kabupaten Purwakarta, khususnya dalam menambah varian produk dan mempercepat proses pelayanan pelanggan, guna mendorong keputusan pembelian konsumen secara berkelanjutan. Kebaharuan: menggunakan variabel inovasi produk dan Customer Relationship Management secara simultan pada konteks UMKM bakery di Kabupaten Purwakarta.
Co-Authors Adine Setya Wardhani Davina Syahla Taren Dewi Mulyani