The Role of User Behavior as a Mediator of Personalized Digital Marketing and Trust on Customer Satisfaction: A Case of Indonesian Local Products

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.

customer satisfaction, personalized digital marketing

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