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All Journal Buletin Poltanesa Widya Cipta : Jurnal Sekretari dan Manajemen
Adrianus Ketmoen
Widya Mandira Catholic University
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Digital Promotion, Ease of Use, and Trust in Shaping Perceived Consumer Purchase Intention: Evidence from MSME Owners in Fatukoa Village, Kupang City Maria Imakulata Pongge; Heni Haryati Lassa; Adrianus Ketmoen
Poltanesa Vol 27 No 1 (2026): June 2026
Publisher : P3KM Politeknik Pertanian Negeri Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51967/tanesa.v27i1.3803

Abstract

This study analyzes the effect of digital media-based promotion, perceived ease of use, and trust on perceived consumer purchase intention from MSME owners’ perspective in Fatukoa Village, Kupang City. The study is based on the increasing need for local MSMEs to adopt digital promotion strategies as market interaction becomes more connected to online platforms. A quantitative approach with an associative-verificative design was applied. Data were collected from 68 MSME owners selected through purposive sampling, with criteria including business actors who had used digital media for promotion or sales activities. The data were gathered through structured questionnaires and analyzed using multiple linear regression. The findings show that digital media-based promotion has a positive and significant effect on perceived consumer purchase intention, indicating that attractive, informative, and consistent promotional content strengthens MSME owners’ assessment of consumer purchase interest. Trust also has a positive and significant effect, showing that seller honesty, transaction security, product quality consistency, and business reputation are important in shaping perceived consumer purchase intention. Meanwhile, perceived ease of use has a significant but negative effect, indicating that ease of using digital platforms alone does not automatically strengthen perceived consumer purchase intention. Simultaneously, the three variables significantly influence perceived consumer purchase intention, although the R Square value of 24.6% shows that other determinants remain outside the model. These findings contribute to MSME digital marketing literature by offering an actor-based perspective, where purchase intention is understood as MSME owners’ assessment of observable consumer responses rather than direct self-reported intention from consumers.
Green Trust as Mediator in Green Sharing Intention of Palmyra palm Packaging among Generation Z Maria Augustin Lopes Amaral; Andrian Haro; Adrianus Ketmoen; Apryanus Fallo; Engelbertus G. Ch. Watu; Clarisa Margaretha Ang; Elisabeth Adelia Merdeka Wati Gani
Widya Cipta: Jurnal Sekretari dan Manajemen Vol. 9 No. 2 (2025): September
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/widyacipta.v9i2.11527

Abstract

This study examines how perceived credibility, eco-literacy, and environmental awareness shape green trust and ultimately increase green sharing intention toward environmentally friendly packaging made from palmyra palm in the context of Generation Z in Kupang. The aim is to emphasize the central role of green trust as a psychological bridge between perception, knowledge, and awareness with green information sharing behavior that has advocacy value. The method used is a quantitative survey based on an attitude scale questionnaire, with analysis using Partial Least Squares Structural Equation Modeling. This study involved 144 respondents. The results show that green trust directly drives green sharing intention, perceived credibility directly drives green sharing intention, while perceived credibility, eco-literacy, and environmental awareness strengthen green trust; subsequently, green trust mediates the influence of these three factors, thereby driving stronger sharing intentions. In the context of palmyra palm packaging, trust provides psychological legitimacy to sustainability claims and channels environmental awareness impacts through more stable beliefs. Theoretically, this study enriches the green marketing literature by introducing an integrated framework that positions green trust as a mediating mechanism linking credibility, ecological literacy, and awareness with green sharing intentions, while expanding the discourse that previously focused more on green purchasing intentions. Practically, these findings provide concrete guidance for companies and policymakers to strengthen transparent communication strategies, develop ecological literacy programs, and intensify environmental awareness campaigns to encourage consumer advocacy and expand the adoption of sustainable palm based packaging as an alternative to single-use plastics.
Co-Authors Andrian Haro Apryanus Fallo Clarisa Margaretha Ang Elisabeth Adelia Merdeka Wati Gani Engelbertus G. Ch. Watu Heni Haryati Lassa Maria Augustin Lopes Amaral Maria Imakulata Pongge