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Unlocking B2B Purchase Engagement: Investigating Its Drivers and Consequences in App-Based Service Subscriptions for MSMEs.

Authors :
Arief, Faisal
Salehudin, Imam
Source :
Jurnal Manajemen Teori dan Terapan; 2024, Vol. 17 Issue 1, p1-22, 22p
Publication Year :
2024

Abstract

Objective: This study analyzes purchase engagement in business-to-business (B2B) transactions, focusing on transactional drivers and outcomes resulting from purchase engagement factors in B2B app-based service subscriptions. Design/Methods/Approach: This study recruited responses from 215 MSME owners and managers who are current customers of a subscription-based point-of-sales (POS) service. The PLS-SEM technique empirically validated the conceptual framework and the research hypotheses. Findings: The findings indicate that the conceptual model of customization, identification with virtual communities, and loyalty to account managers are exogenous factors influencing purchase engagement, perceived dependency, and willingness to pay for price premiums. Originality/Value: This study aims to explore purchase engagement in the B2B setting for Micro, Small, and Medium Enterprises (MSMEs), specifically for app-based service subscriptions. This area has been underexplored due to the complexity and diversity of stakeholders involved in B2B purchasing decisions. The study aims to fill this gap by highlighting these important aspects. Practical/Policy implication: B2B app-based service subscription stakeholders must ensure that all efforts to engage with customers strengthen their dependency on the service by starting with purchase engagement, customization, identification with virtual communities, and loyalty to account managers. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
19793650
Volume :
17
Issue :
1
Database :
Complementary Index
Journal :
Jurnal Manajemen Teori dan Terapan
Publication Type :
Academic Journal
Accession number :
180874746
Full Text :
https://doi.org/10.20473/jmtt.v17i1.51494