September 10, 2025Telaah Bisnis

The Contribution of Product Quality Perception in Predicting The Effectiveness of Digital Marketing Strategies: A Case Study on the Shopee Platform

View Full Paper

Ask AI

Bookmark

Authors

Discussion

Quantitative analysis reveals that product quality perception influences purchase intention in e-commerce, highlighting key marketing strategies.

Product quality perception significantly mediates the effectiveness of marketing strategies on purchase intentions.
Event marketing, viral marketing, and affiliate marketing positively influence consumers' purchase intentions on the Shopee platform.
Quantitative analysis using SEM demonstrates how digital marketing strategies can enhance consumer engagement.
Understanding the role of product quality perception may help sellers in the e-commerce industry improve marketing outcomes.

Kusuma et al. (2025) studied this question.

View Full Paper

Ask AI

Bookmark

Quantitative analysis reveals that product quality perception influences purchase intention in e-commerce, highlighting key marketing strategies.