The Role of Trust in Enhancing Digital Marketing and Service Quality Toward Consumer Satisfaction of UMKM Products on Shopee
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8199Keywords:
Digital Marketing, Service Quality, Trust, Consumer Satisfaction, UMKM ShopeeAbstract
The development of e-commerce encourages UMKM actors to utilize digital marketing and improve service quality to create consumer satisfaction and trust. This study aims “to analyze the influence of digital marketing and service quality on consumer satisfaction with trust as a mediating variable for UMKM products on Shopee.” Using an associative causal study design, the research employs a quantitative technique. Using a purposive selection technique, 150 respondents who had bought UMKM products on Shopee were sent online questionnaires to fill out. SEM-PLS with the assistance of SmartPLS four was used to analyze the data. The research results show that digital marketing has a positive and significant impact on consumer satisfaction and consumer trust. Service quality has a positive and significant impact on trust, but does not have a significant impact on consumer satisfaction. Trust has been proven to have a positive and significant impact on consumer satisfaction and is the variable with the strongest influence in the research model. More than that, trust can operate as a mediator between digital marketing and customer contentment, and between service quality and customer satisfaction, at least in part. This study's results suggest that in order to maintainably increase consumer happiness, UMKM actors should optimize their digital marketing tactics and work to improve the quality of their services. Academics and industry professionals alike can use this study as a foundation for their digital marketing strategies for e-commerce websites.
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