Pengaruh Iklan Online Terhadap Purchase Intention di Situs Jual Beli Produk Melalui Perceived Usefulness dan Perceived Ease of Use

Jonathan Budi Hartono

Abstract


 

Abstrak: Penelitian ini bertujuan untuk menganalisa pengaruh dari iklan online terhadap Purchase Intention di industri iklan online. Model yang digunakan dalam penelitian ini adalah Technology Acceptance Model melalui pengaruh manfaat (Perceived Usefulness) dan pengaruh kemudahan (Perceived Ease of Use.) Penelitian ini dilaksanakan dengan menyebarkan kuesioner kepada 150 orang konsumen yang memenuhi kriteria peneliti. Alat analisa yang digunakan untuk mengukur pengaruh iklan online terhadap purchase intention adalah Partial Least Squares (PLS).

Hasil dari penelitian ini menunjukkan bahwa iklan online mempengaruhi repeat purchase.


Keywords


: Iklan online, Technology Acceptance Model, Perceived Usefulness, Perceived Ease of Use, Purchase Intention

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