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

Authors

  • Dewi Asiah Noviyanti Bina Nusantara University, Jakarta, Indonesia
  • Erlina Kurinianti Bina Nusantara University, Jakarta, Indonesia
  • Gabriela Sabatini Bina Nusantara University, Jakarta, Indonesia
  • Lianna Wijaya Bina Nusantara University, Jakarta, Indonesia
  • Cheng Kin Meng Universiti Tunku Abdul Rahman, Sungai Long, Selangor, Malaysia
  • Lim Zi Jie Universiti Tunku Abdul Rahman, Sungai Long, Selangor, Malaysia
  • Bong Mei Fern Universiti Tunku Abdul Rahman, Sungai Long, Selangor, Malaysia

DOI:

https://doi.org/10.61453/INTIj.202568

Keywords:

E-marketing, E-trust, E-business performance, Digital entrepreneurship, Indonesia

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.

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Published

2025-12-19

How to Cite

Noviyanti, D. A., Kurinianti, E., Sabatini, G., Wijaya, L., Kin Meng, C., Zi Jie, L., & Mei Fern, B. (2025). The Mediating Role of Trust in the Relationship Between E-Marketing and E-Business Performance. INTI Journal, 2025(5). https://doi.org/10.61453/INTIj.202568

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Vol. 2025 No. 5: INTI Journal

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