The effect of marketing mix perception on the intention of online merchant financing

Karambut, Fermico (2021) The effect of marketing mix perception on the intention of online merchant financing. Journal of Small Business Strategy.

[img] Text
Jurna Internasional ( Dr. Fermico ).pdf
Restricted to Registered users only

Download (758kB)
[img]
Preview
Text
Peer Review Jurnal Internasional ( Fermico, Dr. ).pdf

Download (612kB) | Preview

Abstract

With a large number of Micro, Small, and Medium Enterprises (MSMEs), Indonesia has an opportunity to pioneer the development of new digital services, especially advanced mobile financial service and e-commerce. Therefore, the government recommended e-marketplaces as a channel to provide micro-financing MSME registered as an online merchant. Financial Institutions are more secure in offering credit facilities to merchants in e-marketplaces because it is easier to verify borrower status and transaction records. This paper aimed to examine the role of the marketing mix (product, price, place, and promotion) perceived in submitting microcredit’s online application. Research on the intention of online merchants in e-marketplaces used the modified Decomposed Theory of Planned Behavior (DTPB) model approach. Data were collected from Indonesian online seller associations using a convenience sampling approach, and the research hypotheses were tested by applying structural equation modeling. The results showed that besides having a significant effect on online financing intention, the marketing mix’s perception could also be developed by mediating subjective norms.

Item Type: Other
Subjects: H Social Sciences > HG Finance
Divisions: Library of Congress Subject Areas > Prodi S2 Magister Manajemen
Prodi S2 Magister Manajemen
Depositing User: Mr Fermico Karambut
Date Deposited: 14 Jul 2022 08:55
Last Modified: 14 Jul 2022 08:55
URI: http://repository.ibs.ac.id/id/eprint/4959

Actions (login required)

View Item View Item