<![CDATA[Purpose: This study examines relationships between the seven electronic marketing mix dimensions, consumer interest, and purchase decisions for Muslimah fashion among millennial consumers on Indonesian e-commerce platforms.Research Methodology: A quantitative, cross-sectional online survey targeted consumers born between 1981 and 1996 who had purchased Muslimah fashion within the preceding 12 months. Five-point Likert-scale responses were analyzed using structural equation modeling, with 5,000 bootstrap resamples specified for indirect relationships.Results: The reported analysis indicates positive relationships between all seven marketing mix dimensions and consumer interest, and between interest and purchase decisions. Indirect relationships through interest were reported for all seven dimensions. The available results do not establish their relative magnitude or distinguish full of partial mediation.Conclusions: The reported pattern is consistent with examining consumer interest as an intermediary between digital marketing cues and self-reported purchase outcomes.Limitations: Cross-sectional self-reports limit causal inference. Missing sample-size details, construct-level estimates, and indirect-effect confidence intervals constrain verification; the purchase measure also combines behavior, satisfaction, and intention.Contributions: The study connects the seven-dimension marketing mix with contemporary stimulus–organism–response research in social commerce, emphasizing consumer interest as an internal evaluation and distinguishing that construct from purchasing behavior in a culturally specific fashion setting.]]>
Copyrights © 2026
