The Effect of Marketing Mix Perception on the Intention of Online Merchant Financing

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.

The Role of Attitude Towards Behavior and Utilitarian Benefit in Intention to Purchase Based on Theory of Planned Behavior in Generations Y and Z

“…The marketing mix has a significant positive effect on PBC. This supports previous research, which shows that marketing mix has the most significant influence on perceived behavioral control (Karambut, 2021). Research conducted by (Sirajuddin et al, 2023) demonstrates that a number of marketing combinations have a substantial positive effect on perceived behavioral control.…”

“…Perceived behaviour control is significantly influenced by a number of marketing mix components (Sirajuddin et al, 2023). Perceived behavioural control is most significantly impacted by the marketing mix (Karambut, 2021). Perceived Behaviour Control is significantly impacted by the marketing mix (JagadeeshBabu et al, 2020).…”