THE EFFECT OF MARKETING MIX FOR E-COMMERCE ON CUSTOMER ONLINE BEHAVIOUR: A STUDY ON LANGUAGE SERVICES PROVIDER
Eurasia: Economics & Business
Marketing mix is part of marketing science that can be managed by a company to influence customers' behaviour. This research was aimed to analyze and explain the effect of marketing mix on customer trust, purchase decision, customer satisfaction and behavioural intention. In other words, it was aimed to figure out customers' experience before purchase, during purchase decision making, and after purchase. The research was conducted at Excellent Translation, a company which focused its marketing
... used its marketing on online marketing. A total of 145 customers were selected using random sampling technique. SmartPLS was used for data analysis, from which significance level of 0.05. The results of the research showed that marketing mix had a significant effect on trust and purchase decision, that purchase decision had a significant effect on customer satisfaction, and that customer satisfaction had a significant effect on behavioural intention. KEY WORDS Marketing mix, customer trust, purchase decision, customer satisfaction. In Indonesia, the growth of online-based services company (e-commerce) is affirmed. This is supported by the emergence of various start-up companies such as, GoJek (ojek online services), JNE (freight forwarding), Traveloka (hotel and transport ticket booking services), Trivago (hotel booking service online), and others. With the number of internet users which had reached 89 million people or about 30% of the total population in Indonesia in 2014, it is no wonder Indonesia becomes the target market of e-commerce foreign investors and new opportunities for the community of Indonesia. This is in line with data from the MoCI which states that the value of e-commerce transactions in 2014 reached USD 12 billion (kominfo.go.id, 2017). One of service companies that develop in line with the development of e-commerce based company is a translation service company. Figure 1 -Google Trand with the keyword "Translation Service"