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Research Article
Revisiting Promotion and Trust Mechanisms in
E-Commerce Loyalty: Evidence from Universitas Terbuka Students
Sunaryo,
Fajar Islam*
Issue:
Volume 1, Issue 1, December 2026
Pages:
1-9
Received:
2 July 2026
Accepted:
16 July 2026
Published:
9 October 2026
Abstract: Intensifying competition among e-commerce platforms requires firms to strengthen customer retention through effective marketing strategies and trust building mechanisms. In Indonesia, Shopee recorded the highest number of website visits in 2023, driven by aggressive promotions such as vouchers, cash on delivery, and flash sale discounts. Beyond promotional appeal, consumer trust is essential in reducing perceived risk and sustaining long term relationships. This study examines the effects of promotion and consumer trust on customer satisfaction and their subsequent impact on customer loyalty toward Shopee among undergraduate students at Universitas Terbuka Purwodadi. A quantitative approach was employed using path analysis with multiple linear regression. Data were collected from primary and secondary sources, with 100 respondents. The results indicate that promotion and consumer trust simultaneously and partially explain 69.9% of the variance in customer satisfaction, with consumer trust exerting the strongest influence on customer satisfactio, followed by promotion. Furthermore, promotion, consumer trust, and customer satisfaction together account for 77.3% of the variance in customer loyalty. These findings demonstrate that effective promotional strategies and strong consumer trust significantly enhance customer satisfaction, which in turn strengthens customer loyalty. The study underscores the importance for e-commerce platforms of integrating competitive promotions with trust-building practices to improve customer experience and sustain loyalty in highly competitive digital markets.
Abstract: Intensifying competition among e-commerce platforms requires firms to strengthen customer retention through effective marketing strategies and trust building mechanisms. In Indonesia, Shopee recorded the highest number of website visits in 2023, driven by aggressive promotions such as vouchers, cash on delivery, and flash sale discounts. Beyond pro...
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Research Article
Assessment of Mobile Payment as an Alternative to Cash Payment: SMEs' Perspective in Morogoro Municipal, Tanzania
Stephano Mwang'anga,
Fulgence Mishili*
Issue:
Volume 1, Issue 1, December 2026
Pages:
10-20
Received:
5 June 2026
Accepted:
10 July 2026
Published:
14 October 2026
DOI:
10.11648/j.wjec.20260101.12
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Abstract: The rapid expansion of mobile payment systems has transformed financial transactions globally, offering convenience, security, and financial inclusion. Sub-Saharan Africa, particularly Tanzania, has emerged as a leader in mobile financial services; however, cash remains the dominant payment method for small and medium enterprises (SMEs). This study assessed mobile payment methods as alternatives to cash payments among SMEs dealing with agricultural products in Morogoro Municipal, Tanzania. Guided by the Push-Pull-Mooring (PPM) theory of migration, the research employed a descriptive design with a quantitative approach, surveying 286 randomly selected entrepreneurs across three major markets. Data were collected through researcher-administered questionnaires and analyzed using descriptive statistics and ordinal logistic regression. Findings revealed that while mobile money account ownership is nearly universal (99%), mobile payments are primarily used for bill payments, airtime purchases, and money transfers, with limited adoption for purchasing goods. Key factors influencing switching intention included transaction costs, perceived security, social efficacy, awareness, ease of use, law enforcement, and relative advantage. Despite high mobile money penetration, SMEs continue to prefer cash for daily transactions, reflecting barriers such as low merchant acceptance and trust issues. The study concludes that reducing transaction costs, enhancing security, and strengthening regulatory enforcement could accelerate SME adoption of mobile payments, thereby promoting financial inclusion and reducing risks associated with cash handling.
Abstract: The rapid expansion of mobile payment systems has transformed financial transactions globally, offering convenience, security, and financial inclusion. Sub-Saharan Africa, particularly Tanzania, has emerged as a leader in mobile financial services; however, cash remains the dominant payment method for small and medium enterprises (SMEs). This study...
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Research Article
An AI Algorithm for Strategic Financial Decisions of Firms in Risky Imperfect Markets
T.V.S. Ramamohan Rao*
Issue:
Volume 1, Issue 1, December 2026
Pages:
21-31
Received:
17 June 2026
Accepted:
6 July 2026
Published:
14 October 2026
DOI:
10.11648/j.wjec.20260101.13
Downloads:
Views:
Abstract: Both the investors and the firms in imperfect markets experience information asymmetry. As a result, they find obtaining full information before making any decisions to be more expensive relative to expected gains. In general, individuals provide finances based on the market price of the common stock, dividend payments, and the ease with which they can liquidate common stock. However, such decisions cannot be explained by a market like mechanism. Similarly, there is no satisfactory behavioral basis to rationalize the choices of the firms and the investors. It is possible to develop AI algorithms since a large amount of data is available on the actual decisions made. The present study postulates a behavioral basis for the observed decisions. In particular, it will be postulated that the financial manager wishes to generate adequate finances to support the capital decisions of the production manager. Similarly, the production manager will consider it necessary to invest in capital stock to avoid losing market share to rival firms. Intuitively, faced with the valuation of many objectives the financial manager attempts to pursue the numerically best objective and utilize the most productive strategy until they find some superior choice. Empirically it was found that in industries like motor vehicles the demand in the long run would be basically for replacement. Financial managers tend to concentrate on the short run objectives. On the other hand, electrical and chemical products do not experience shortage of demand even in the long run. They focus attention on long run objectives. The proposed algorithm accounts for such differences. It was noted that there is a recurrent change in the objectives and strategies of firms. The numerical magnitudes may themselves be inadequate to describe the behavior. Far more detailed data on the relative valuation of objectives and patterns of change over time would be necessary to develop satisfactory predictive algorithms.
Abstract: Both the investors and the firms in imperfect markets experience information asymmetry. As a result, they find obtaining full information before making any decisions to be more expensive relative to expected gains. In general, individuals provide finances based on the market price of the common stock, dividend payments, and the ease with which they...
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Research Article
Level of Acceptability on the Use of Beep Card, a Cashless Transaction Scheme Among Public Utility Bus
Ritzchelyn Miana,
Chandrena Guerra*
Issue:
Volume 1, Issue 1, December 2026
Pages:
32-42
Received:
3 July 2026
Accepted:
21 July 2026
Published:
14 October 2026
DOI:
10.11648/j.wjec.20260101.14
Downloads:
Views:
Abstract: The purpose of this study is to determine the level of acceptability of the "Beep Card," a cashless transaction system utilized by public utility buses in Koronadal City, among its passengers. The study's goal is to evaluate the card's acceptability based on ease of use, adaptability, awareness, and security concerns among different demographic profiles, such as age, gender, and occupation. A cross-sectional survey approach was used to collect opinions, attitudes, and behaviors on the use of the "Beep Card" from a varied set of bus riders. The data demonstrates that occupation has a significant impact on sentiments regarding the "Beep Card," highlighting the necessity for targeted marketing and outreach methods geared toward certain occupational groupings. Female passengers had somewhat higher average acceptability scores than male passengers, and students had higher mean acceptance scores than employed passengers. Frequent transportation passengers had higher mean acceptance scores than infrequent ones. These findings suggest that transit authorities and service providers may need to provide additional training or support to people in specific occupations who may have lower levels of tolerance or awareness as a result of their job. As the "Beep Card" becomes more popular, monitoring demographic and acceptance trends will assist refine strategies for promoting and extending the use of this cashless transaction system in public transportation.
Abstract: The purpose of this study is to determine the level of acceptability of the "Beep Card," a cashless transaction system utilized by public utility buses in Koronadal City, among its passengers. The study's goal is to evaluate the card's acceptability based on ease of use, adaptability, awareness, and security concerns among different demographic pro...
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