Marketing Mix Strategy and Online Purchase Decisions: The Mediation Role of Consumer Trust
(Case Study at Butiek Bu Adah)
Keywords:
Marketing Mix, Trust, Selling Decicion.Abstract
Butiek bu Adah, as a new player in the women's clothing industry, offers services through retail stores and online shop platforms in Lampung. In recent years, the online clothing business has experienced significant growth, driven by increasing internet usage and the ease of online shopping. This allows businesses to reach consumers in various locations more effectively. E-commerce platforms provide an easy, fast, and convenient shopping experience for consumers, allowing them to find products, compare prices, and make purchases easily. The marketing mix, which includes product, price, place, and promotion, is a key tool in determining marketing strategies. This study aims to analyze the factors that influence the level of trust and purchasing decisions of Butiek bu Adah customers. The research sample consisted of 120 respondents who responded to the questionnaire. The sampling technique used was convenience sampling, where respondents were selected based on availability and ease of access. The results showed that of the five proposed hypotheses, four hypotheses were accepted and one hypothesis was rejected. The factors that had a significantly positive influence were product, which influences trust with a p-value of 0.032 <0.05. Price on trust with a p-value of 0.010 < 0.05. Promotion on trust with a p-value of 0.049 < 0.05. Trust on purchasing decisions with a p-value of 0.010 < 0.05.
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