The Mediating Role of Trust in the Relationship Between E-Marketing and E-Business Performance

Dewi Asiah, Noviyanti and Erlina, Kurinianti and Gabriela, Sabatini and Lianna, Wijaya and Cheng, Kin Meng and Lim, Zi Jie and Bong, Mei Fern (2025) The Mediating Role of Trust in the Relationship Between E-Marketing and E-Business Performance. INTI JOURNAL, 2025 (68). pp. 1-11. ISSN e2600-7320

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Abstract

Digital commerce has become a magnet for micro and small business entrepreneurs in Southeast Asia. This study investigates whether e-marketing practices and consumer trust affect e-business performance among Indonesian online entrepreneurs. The survey gathered data from 203 respondents across e-commerce sites, WhatsApp, Instagram, Facebook, online food delivery services, etc. To evaluate measurement reliability, established indicators should meet acceptable levels. The composite reliability values, which range from 0.840 to 0.887, and average variance extracted values that exceed 0.50, met those requirements. Model structural modelling revealed that e-marketing significantly strengthened e-trust (β = 0.616, p < 0.001). E-marketing and e-trust also positively affected e-business (β = 0.392, p < 0.001), and e-trust has a positive effect on e-business. Mediation analyses indicated that e-trust partially mediated for strengthening the e-business course of e-marketing. The findings underscore strong online engagement and trust-building through efficacious means as an indispensable strategic tool for digital entrepreneurs. Through this research, practitioners can identify practical evidence-based guidance for performing better online business amidst high competition in a dynamic digital environment.

Item Type:	Article
Uncontrolled Keywords:	E-marketing, E-trust, E-business performance, Digital entrepreneurship, Indonesia
Subjects:	H Social Sciences > HF Commerce Q Science > QA Mathematics > QA75 Electronic computers. Computer science Q Science > QA Mathematics > QA76 Computer software
Depositing User:	Unnamed user with email masilah.mansor@newinti.edu.my
Date Deposited:	19 Dec 2025 08:26
Last Modified:	19 Dec 2025 08:26
URI:	http://eprints.intimal.edu.my/id/eprint/2262

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