The role of user behavior as a mediator of personalized digital marketing and trust on customer satisfaction: A case of Indonesian local products

Suprapto, Budi and Suhadi, Elena and Mohd Sam, Mohd Fazli (2025) The role of user behavior as a mediator of personalized digital marketing and trust on customer satisfaction: A case of Indonesian local products. International Journal of Research and Innovation in Social Science (IJRISS), IX (XXVIII). pp. 315-325. ISSN 2454-6186

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Abstract

The objective of this research is to examine the influence of personalized digital marketing and trust on customer satisfaction, with user behavior as a mediating variable. The subject of this research is local Indonesian products. The research employs a purposive sampling method. The number of respondents obtained was 240. The method used to analyze the questionnaire results is Smart PLS software version 4.1.0.0, using the Partial Least Square method. The results of the research indicate that personalized digital marketing and trust have a positive influence on customer satisfaction both directly and indirectly. The indirect influence occurs through the mediating variable of user behavior. The mediation relationship between personalized digital marketing, user behavior, and customer satisfaction, as well as trust, is found to be complementary.

Item Type:	Article
Uncontrolled Keywords:	Customer satisfaction, Personalized digital marketing, Trust, User behavior
Divisions:	Faculty of Technology Management and Technopreneurship
Depositing User:	Sabariah Ismail
Date Deposited:	21 Jul 2026 04:09
Last Modified:	21 Jul 2026 04:09
URI:	http://eprints.utem.edu.my/id/eprint/30190
Statistic Details:	View Download Statistic

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