April 10, 2024eCo-BussOpen Access

Unveiling the Synergy: How Entrepreneurial Marketing and Product Quality Drive Purchase Decisions through the Lens of Digital Marketing

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MPMariana PurnamasariUniversitas Dharmas Indonesia AHAditiya HermawanUniversitas Dharmas Indonesia JJJunaedi JunaediMuhammadiyah University of Makassar

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Implication

Quantitative causal analysis reveals product quality and digital marketing drive purchase decisions in digital marketplace consumers, highlighting digital marketing moderation.

Key Points

Product quality and digital marketing directly govern purchase decisions, while entrepreneurial marketing operates primarily through digital channels rather than having direct impacts.
Quantitative causal evaluation using structural equation modeling and Smart PLS confirms that digital marketing acts as a key moderating factor across digital marketplace interactions.
Highlights the need for businesses to integrate digital marketing strategies with superior product quality, though findings remain constrained by sample size and generalizability limits.

Cite This Study

Purnamasari et al. (2024) studied this question.

synapsesocial.com/papers/68e6fa9eb6db643587675229 https://doi.org/10.32877/eb.v6i3.1181

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Implication

Quantitative causal analysis reveals product quality and digital marketing drive purchase decisions in digital marketplace consumers, highlighting digital marketing moderation.

Unveiling the Synergy: How Entrepreneurial Marketing and Product Quality Drive Purchase Decisions through the Lens of Digital Marketing

Discussion

Member takes

Implication

Key Points

Cite This Study

Unveiling the Synergy: How Entrepreneurial Marketing and Product Quality Drive Purchase Decisions through the Lens of Digital Marketing

Discussion

Member takes

Implication

Key Points

Cite This Study

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