Factors Influence MSME’s Switching Behavior in Digital Marketing Channel: Evidence from Indonesia DOI Open Access
Tri Siwi Agustina,

Rico Adi Suwardianto Suwardianto,

Muhebullah Jamali

и другие.

Airlangga Journal of Innovation Management, Год журнала: 2024, Номер 5(1), С. 48 - 63

Опубликована: Апрель 26, 2024

In realizing digital-based services and the application of people's economy, Surabaya, Indonesia. The government has launched a website called E-Peken. It is hoped that presence digital marketing infrastructure can help MSME actors increase their business potential by expanding reach superior products. This study aims to determine desire switch e-commerce regarding failure experience using E-Peken website. research method used was quantitative with data collection through observation questionnaires on 346 MSMEs in Surabaya City who were recorded as users results obtained show proven affect switching intentions; usage intentions are behavior from other e-commerce. this manner, it suggested assist investigation include mediating or moderating variables. Managerial suggestions be submitted Government site service provider make strides administrations progressing premise continuously react desires MSME’s players users.

Язык: Английский

Factors Influence MSME’s Switching Behavior in Digital Marketing Channel: Evidence from Indonesia DOI Open Access
Tri Siwi Agustina,

Rico Adi Suwardianto Suwardianto,

Muhebullah Jamali

и другие.

Airlangga Journal of Innovation Management, Год журнала: 2024, Номер 5(1), С. 48 - 63

Опубликована: Апрель 26, 2024

In realizing digital-based services and the application of people's economy, Surabaya, Indonesia. The government has launched a website called E-Peken. It is hoped that presence digital marketing infrastructure can help MSME actors increase their business potential by expanding reach superior products. This study aims to determine desire switch e-commerce regarding failure experience using E-Peken website. research method used was quantitative with data collection through observation questionnaires on 346 MSMEs in Surabaya City who were recorded as users results obtained show proven affect switching intentions; usage intentions are behavior from other e-commerce. this manner, it suggested assist investigation include mediating or moderating variables. Managerial suggestions be submitted Government site service provider make strides administrations progressing premise continuously react desires MSME’s players users.

Язык: Английский

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