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All Journal Jurnal Pengabdian Dharma Laksana MUKADIMAH: Jurnal Pendidikan, Sejarah, dan Ilmu-ilmu Sosial Jurnal Komunitas: Jurnal Pengabidian Kepada Masyarakat Community Development Journal: Jurnal Pengabdian Masyarakat Jabdimas: Jurnal Pengabdian Masyarakat
Muhsoni, Ridwan
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Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions Public Health Social Sciences Other

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Journal : MUKADIMAH: Jurnal Pendidikan, Sejarah, dan Ilmu-ilmu Sosial

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Mediating Marketing Digitalization in the Relationship of Online Shopping Experience and Trust in E-commerce Platforms to Consumer Behavior: Evidence from Indonesia Windi, Windi; Harisandi, Prasetyo; Muhsoni, Ridwan
MUKADIMAH: Jurnal Pendidikan, Sejarah, dan Ilmu-ilmu Sosial Vol 9, No 1 (2025)
Publisher : Prodi Pendidikan Sejarah Fakultas Keguruan dan Ilmu Pendidikan Universitas Islam Sumatera

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30743/mkd.v9i1.9589

Abstract

In Indonesia's rapidly expanding e-commerce sector, this study examines the mediating function that marketing digitalization plays in the relationship between online shopping experience, trust in e-commerce platforms, and consumer behavior. A quantitative methodology was utilized, which involved surveying 300 Indonesian consumers who shop online. The findings show a strong positive correlation between the online buying experience and customer behavior, with trust in e-commerce platforms being positively correlated with both consumer behavior and marketing digitalization. Furthermore, it was discovered that marketing digitalization entirely mediates the association between online shopping experience and customer behavior and somewhat mediates the relationship between online shopping experience and trust in e-commerce platforms. These results highlight how crucial it is to offer a flawless online shopping experience, cultivate customer trust, and use digital marketing techniques to shape consumer behavior in Indonesia's ever-changing e-commerce sector.
Co-Authors Bastanta, Andreas Riski Eka Avianti Ayuningtyas harisandi, Prasetyo Heru Mulyanto Heruwanto, Joni Monica, Winda Nurjanah, Rina Ramdani, Cecep Rini Setyowati, Rini Saputera, Denny Taufik Hidayat Tikaromah, Oom Windi Windi, Windi Wulandari, Anna Yahya, Adibah