The effect of marketing mix perception on the intention of online merchant financing

Authors

  • Fermico Karambut Indonesia Banking School, Jl. Kemang Raya No.35, Kebayoran Baru, Jakarta Selatan 12730, Indonesia

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.

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Published

2021-08-11

Issue

Vol. 31 No. 3 (2021)

Section

Articles

License

Copyright (c) 2021 Fermico Karambut

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How to Cite

The effect of marketing mix perception on the intention of online merchant financing. (2021). Journal of Small Business Strategy (archive Only), 31(3), 19-32. https://libjournals.mtsu.edu/index.php/jsbs/article/view/1695