E-Commerce: Variable Moderation in Marketing Strategies on Purchasing Decisions

Nareswari, Ayu

Bulletin of Management and Business
Vol. 5 No. 1 (2024): March 2024

This comprehensive study delves into the intricate dynamics of marketing strategies and their influence on consumer purchasing behavior concerning UMKM Mak Epa Frozen in Lumajang City. With e-commerce emerging as a crucial moderating variable, this research adopts a quantitative approach, integrating both descriptive and causal analyses. By surveying 100 dedicated patrons of UMKM Mak Epa Frozen, meticulously collected data is subjected to rigorous scrutiny using the sophisticated Smart-PLS 4 software. The discerning findings reveal: (1) a robustly positive and consequential correlation between marketing strategies and consumer purchasing decisions, (2) notably, although e-commerce exhibits significant relevance, it does not appear to moderate the impact of marketing strategies on consumer purchasing behavior.