Increased fishery production and technological developments, triggers online marketing competition in the fisheries sector. The most effective factors that influence buying interest, purchasing decisions, and customer satisfaction in e-commerce Silly Fish Indonesia are essential to increase sales volume. The research purpose was to analyze the effect of some marketing mix, which consists of promotion, product quality, price, and trust in buying interest, purchasing decisions, and customer satisfaction. The method of data analysis uses analysis of Structural Equation Modeling. The distribution of online questionnaires obtained 120 respondents. The results of the study show that promotion, product quality, price, and trust have a positive influence on buying interest, purchasing decisions, and customer satisfaction both directly and indirectly through mediation.
