Fresh frozen fish consumer behavior: Effect of the mix and trust marketing on buying interest, purchase decision and customer satisfaction in E-commerce, silly fish Indonesia

Z. Abidin; L.D. Triono

doi:10.1088/1755-1315/493/1/012041

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Fresh frozen fish consumer behavior: Effect of the mix and trust marketing on buying interest, purchase decision and customer satisfaction in E-commerce, silly fish Indonesia

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Z. Abidin, L.D. Triono

2020 IOP Conference Series: Earth and Environmental Science Vol. 493 Issue 1 Conference paper Cited by 3 SDG 14

Abstract

Increased fishery production and technological developments, triggers online marketing competition in the fisheries sector. The most effective factors that influence buying interest, purchasing decisions, and customer satisfaction in e-commerce Silly Fish Indonesia are essential to increase sales volume. The research purpose was to analyze the effect of some marketing mix, which consists of promotion, product quality, price, and trust in buying interest, purchasing decisions, and customer satisfaction. The method of data analysis uses analysis of Structural Equation Modeling. The distribution of online questionnaires obtained 120 respondents. The results of the study show that promotion, product quality, price, and trust have a positive influence on buying interest, purchasing decisions, and customer satisfaction both directly and indirectly through mediation. © 2020 Published under licence by IOP Publishing Ltd.

Affiliations

Fisheries and Marine Science Faculty, Universitas Brawijaya, Jalan Veteran, Malang, 65145, Indonesia; Fishery Businesspreneur in East Java Province, Surabaya, Indonesia

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