Achieving Superior Marketing Performance Through Digital Transformation and Consumer Trust-Based E-Commerce Adoption
DOI:
https://doi.org/10.56444/icbe-untagsmg.v4i1.3529Keywords:
Digital Transformation, E-Commerce, Consumer Trust, Marketing Performance, MSMEs.Abstract
Micro, Small, and Medium Enterprises (MSMEs) face increasing pressure to adapt to digital transformation and e-commerce in order to enhance marketing performance; however, their implementation is often constrained by limited technological utilization and low levels of consumer trust. This study aims to analyze the role of consumer trust as a mediating variable in the relationship between digital transformation, e-commerce adoption, and the marketing performance of MSMEs. A quantitative approach was employed using a survey of MSME actors in Semarang City to collect data on technology usage, consumer trust levels, and marketing performance outcomes. The results indicate that digital transformation and e-commerce adoption have a positive effect on marketing performance, while consumer trust significantly strengthens this relationship as an intervening variable. The study concludes that the success of MSME digitalization is highly dependent on the ability to build consumer trust; therefore, digital marketing strategies should prioritize enhancing credibility and improving customer experience.
References
[1] A. Adi Andardinata et al., "Digital marketing and marketing performance: Evidence from Indonesian SMEs," Journal of Business and Digital Marketing, vol. 6, no. 2, pp. 115–129, 2024.
[2] M. Ahmed, M. Hossain, and S. Rahman, "E-commerce adoption and firm performance in emerging markets," Journal of Electronic Commerce in Organizations, vol. 20, no. 3, pp. 45–61, 2022, doi: 10.4018/JECO.2022070103.
[3] A. Amro, A. A. M. Ariffin, and A. Norsiah, "Social commerce adoption: The role of trust, satisfaction and attitude," Journal of Retailing and Consumer Services, vol. 43, pp. 188–195, 2018, doi: 10.1016/j.jretconser.2018.04.007.
[4] J. Armstrong and J. Yee, "Trust and satisfaction in customer relationships," Journal of Relationship Marketing, vol. 2, no. 3, pp. 25–44, 2001, doi: 10.1300/J366v02n03_03.
[5] M. Bala and D. Verma, "A critical review of digital marketing," International Journal of Management, IT & Engineering, vol. 8, no. 10, pp. 321–339, 2018.
[6] R. E. Bawack, S. F. Wamba, K. D. A. Carillo, and S. Akter, "E-commerce adoption and business performance," Information Systems Frontiers, vol. 24, no. 2, pp. 389–404, 2022, doi: 10.1007/s10796-020-10023-3.
[7] A. Bhatnagar, S. Agarwal, and S. Kaur, "Customer trust in e-commerce platforms," Electronic Commerce Research, vol. 24, no. 1, pp. 77–95, 2024, doi: 10.1007/s10660-023-09654-1.
[8] D. Chaffey and F. Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 7th ed. Pearson Education, 2019.
[9] N. Cindrakasih et al., "Digital marketing and online purchase decisions," Journal of Consumer Marketing, vol. 41, no. 1, pp. 56–68, 2024, doi: 10.1108/JCM-08-2023-4532.
[10] Y. Fang et al., "Trust in online transactions," MIS Quarterly, vol. 38, no. 2, pp. 407–427, 2014, doi: 10.25300/MISQ/2014/38.2.01.
[11] K. Flaherty and J. Pappas, "Customer trust and relationship satisfaction," Industrial Marketing Management, vol. 29, no. 4, pp. 271–286, 2000, doi: 10.1016/S0019-8501(99)00126-2.
[12] C. J. Fombrun, Reputation: Realizing Value from the Corporate Image. Harvard Business School Press, 1996.
[13] Y. Gao et al., "E-commerce adoption and SME performance," Technological Forecasting and Social Change, vol. 188, pp. 122–135, 2023, doi: 10.1016/j.techfore.2022.121934.
[14] D. Gefen, E. Karahanna, and D. W. Straub, "Trust and TAM in online shopping," MIS Quarterly, vol. 27, no. 1, pp. 51–90, 2003, doi: 10.2307/30036519.
[15] I. Ghozali, Aplikasi Analisis Multivariate dengan Program IBM SPSS dan SmartPLS. Badan Penerbit Universitas Diponegoro, 2016.
[16] B. Han and J. Windsor, "User trust and social commerce," Journal of Information Systems, vol. 25, no. 1, pp. 57–72, 2011, doi: 10.2308/isys-10094.
[17] S. Hays, S. Page, and D. Buhalis, "Social media and destination branding," Journal of Travel & Tourism Marketing, vol. 30, no. 3, pp. 211–226, 2013, doi: 10.1080/10548408.2013.778568.
[18] M. Hossain, S. Ahmed, and M. Rahman, "E-commerce and SME efficiency," Journal of Small Business Management, vol. 60, no. 4, pp. 679–695, 2022, doi: 10.1080/00472778.2021.1898325.
[19] N. Hua et al., "E-commerce adoption and firm competitiveness," International Journal of Hospitality Management, vol. 78, pp. 24–34, 2019, doi: 10.1016/j.ijhm.2018.10.006.
[20] B. Ibrahim, A. Aljarah, and D. Sawaftah, "Digital marketing and customer engagement," Journal of Business Research, vol. 121, pp. 1–10, 2021, doi: 10.1016/j.jbusres.2020.10.036.
[21] P. K. Kannan and H. Li, "Digital marketing: A framework," International Journal of Research in Marketing, vol. 34, no. 1, pp. 22–45, 2017, doi: 10.1016/j.ijresmar.2016.11.006.
[22] Kemenkop UKM, "Laporan kinerja UMKM Indonesia 2024," Kementerian Koperasi dan UKM Republik Indonesia, 2024.
[23] D. J. Kim, D. L. Ferrin, and H. R. Rao, "A trust-based consumer decision-making model," Decision Support Systems, vol. 44, no. 2, pp. 544–564, 2008, doi: 10.1016/j.dss.2007.07.001.
[24] S. Kingsnorth, Digital Marketing Strategy. Kogan Page, 2019.
[25] P. Kotler and K. L. Keller, Marketing Management, 15th ed. Pearson, 2016.
[26] P. Kotler, H. Kartajaya, and I. Setiawan, Marketing 4.0. Wiley, 2019.
[27] K. C. Laudon and C. G. Traver, E-Commerce: Business, Technology, Society, 16th ed. Pearson, 2020.
[28] L. Leonard, "Trust in social networks," Information & Management, vol. 49, no. 1, pp. 15–25, 2012, doi: 10.1016/j.im.2011.05.003.
[29] Y. Li, Y. Teng, and C. Chen, "Trust and purchase intention in e-commerce," Electronic Commerce Research and Applications, vol. 39, p. 100911, 2020, doi: 10.1016/j.elerap.2019.100911.
[30] R. M. Morgan and S. D. Hunt, "The commitment-trust theory of relationship marketing," Journal of Marketing, vol. 58, no. 3, pp. 20–38, 1994, doi: 10.1177/002224299405800302.
[31] N. A. Morgan et al., "Marketing performance assessment," Journal of Marketing, vol. 83, no. 2, pp. 22–39, 2019, doi: 10.1177/0022242918824425.
[32] T. Oliveira and M. F. Martins, "Understanding e-commerce adoption," Information & Management, vol. 58, no. 2, pp. 103–117, 2021, doi: 10.1016/j.im.2020.103433.
[33] D. O'Sullivan and A. V. Abela, "Marketing performance measurement," Journal of Marketing, vol. 71, no. 2, pp. 79–93, 2007, doi: 10.1509/jmkg.71.2.079.
[34] L. Pinto et al., "Customer trust in TikTok Shop," Asia Pacific Journal of Marketing and Logistics, vol. 37, no. 1, pp. 55–73, 2025, doi: 10.1108/APJML-07-2024-0615.
[35] S. Prasad, A. Garg, and S. Prasad, "Purchase involvement and trust," Journal of Retailing and Consumer Services, vol. 46, pp. 1–9, 2019, doi: 10.1016/j.jretconser.2018.09.015.
[36] A. Putri and E. Purwanto, "Trust, e-WOM and purchase decision," Journal of Digital Marketing, vol. 8, no. 1, pp. 33–48, 2024.
[37] S. Quintus et al., "Website quality and consumer trust," Journal of Interactive Marketing, vol. 58, pp. 45–60, 2024, doi: 10.1016/j.intmar.2023.09.002.
[38] R. Riadi et al., "E-commerce and cost efficiency," Journal of Business Research, vol. 142, pp. 1–12, 2022, doi: 10.1016/j.jbusres.2022.01.010.
[39] A. Rosário and R. Raimundo, "E-commerce performance and innovation," Journal of Business Research, vol. 129, pp. 1–9, 2021, doi: 10.1016/j.jbusres.2020.10.020.
[40] M. Stone, "Cross-validatory choice," Journal of the Royal Statistical Society, vol. 36, no. 2, pp. 111–147, 1974, doi: 10.2307/2984809.
[41] D. Sugandini, A. Suwardi, and A. Ghofar, "E-commerce adoption and SME performance," Journal of Asian Business and Economic Studies, vol. 28, no. 2, pp. 120–134, 2021, doi: 10.1108/JABES-10-2020-0123.
[42] M. T. P. M. B. Tiago and J. M. C. Veríssimo, "Digital marketing and social media," Business Horizons, vol. 57, no. 6, pp. 703–708, 2014, doi: 10.1016/j.bushor.2014.07.002.
[43] E. Turban et al., Electronic Commerce: A Managerial Perspective. Springer, 2018.
[44] P. C. Verhoef and P. S. H. Leeflang, "Understanding marketing effectiveness," Journal of Marketing, vol. 73, no. 4, pp. 182–201, 2009, doi: 10.1509/jmkg.73.4.182.
[45] A. Yasmin, S. Tasneem, and K. Fatema, "Effectiveness of digital marketing," International Journal of Management, vol. 5, no. 1, pp. 69–75, 2015.
[46] M. Yunus et al., "Digital marketing and customer relationship management," International Journal of Data and Network Science, vol. 6, no. 2, pp. 385–392, 2022.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Proceeding of The International Conference on Business and Economics
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
