The Effect Of E-Commerce Adoption and Seo On Business Sustainability Through Marketing Performance: A Study Of Zara E-Commerce Consumers In Makassar City

V.L. Ciayadi Tjia; V.G. Yonatra; N.A. Tsaniah P; R. H. Yo; J.N. Tjoenardi; M.Syulhasbiullah

doi:10.58540/ijmebe.v5i1.2507

Authors

V.L. Ciayadi Tjia Department of International Business Management, Universitas Ciputra Makassar
V.G. Yonatra Department of International Business Management, Universitas Ciputra Makassar, Makassar, Indonesia
N.A. Tsaniah P Department of International Business Management, Universitas Ciputra Makassar, Makassar, Indonesia.
R. H. Yo Department of International Business Management, Universitas Ciputra Makassar, Makassar, Indonesia
J.N. Tjoenardi Department of International Business Management, Universitas Ciputra Makassar, Makassar, Indonesia.
M.Syulhasbiullah Department of International Business Management, Universitas Ciputra Makassar, Makassar, Indonesia

DOI:

https://doi.org/10.58540/ijmebe.v5i1.2507

Keywords:

e-commerce, Search Engine Optimization, Kinerja Pemasaran, Keberlanjutan Bisnis, PLS-SEM

Abstract

The transformation of the digital trading ecosystem has pushed internationally recognized brands to restructure their strategic approaches, particularly by integrating e-commerce adoption and search engine optimization (SEO) as primary instruments for sustaining business continuity amid the ever-evolving dynamics of the online market. This study aims to examine and measure the extent to which these two variables shape marketing performance and its implications for business sustainability, using active consumers of the Zara e-commerce platform in Makassar City as the unit of analysis. A quantitative survey-based approach was applied, involving 207 respondents selected through non-probability sampling based on their transaction experience on the platform. The data were collected using a Likert-scale questionnaire and then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the aid of SmartPLS 4.0 software. The findings reveal that e-commerce adoption and SEO implementation each have a positive and significant effect on marketing performance; marketing performance itself has a real contribution to business sustainability; and, more importantly, marketing performance is confirmed to act as an effective mediating variable that bridges the influence of both e-commerce adoption and SEO on overall business sustainability.