Anteseden Minat Beli Online di Marketplace Sociolla
Keywords:
electronic word of mouth, ease of use, purchase interest, trust, sales promotion
Abstract
This study aims to determine the factors that influence online buying interest in the Sociolla marketplace. The variables studied were trust, ease of use, electronic word of mouth, and sales promotion. The background of this research is the decline in buying interest on the Sociolla website from July 2019 - September 2020. This study uses primary data generated from questionnaires. By using purposive sampling technique, obtained a sample of 108 respondents. The data analysis technique used the Structural Equation Model (SEM) with the help of AMOS software. The results of this study indicate that the variables of trust, use, electronic word of mouth, and sales promotion have a positive effect on online buying interest
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Cho, Y. C. (2015). Exploring Factors That Affect Usfulness, Easy of Use,Trust, and Purchase Intention in The Online Environment. International Journal and Information System Volume 19, Number1. Korea : KDI School of Public Policy and Management .
Davis, F. D. (1989). User Acceptance of Computer Technology: a Comparison of Two Theoretical Models. Management Science. Vol. 35 No. 8 .
Ferdinand, A. (2002). Pengembangan Minat Beli Merek Ekstensi. Semarang: Badan Penerbit Unviersitas Diponegoro.
Ferdinand, A. (2014). Metode Penelitian Manajemen. Semarang: Penerbit Universitas Diponegoro.
Goyette, I., Ricard, L., Bergeron, J., & Martico. (2010). e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context. Canadian Journal of Administrative Sciences, Vol. 27, No.1 .
Haekal, A. (2016). Pengaruh Kepercayaan dan Persepsi Risiko terhadap Minat Membeli secara Online pada Pengunjung Website Classifieds di Indonesia. Journal of Business Management and Enterpreneurship Education, Vol.1, No.1 .
Hardiansyah, I. Y., Salamah, U., & Dewi, R. U. (2016). Pengaruh Promosi Penjualan Pakaian Di Groupblackberry Messenger Terhadap Minat Beli Konsumen. Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian, 2(1), 1-12.
Hutami, P. S. (2016). Pengaruh Citra Merek, Fitur, dan Persepsi Harga Terhadap Keputusan Pembelian. Jurnal Ilmu Manajemen Universitas Negeri .
Jalilvand, N. S. (2012). The Effect of Electronic Word of Mouth on Brand image and Purchase Intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning. Vol. 30 Iss: 4 .
Kara, A. (2016). Pengaruh Promosi Penjualan Pakaian Online Shop Elevenia Di Bbm Grup Terhadap Minat Beli Mahasiswi. Jurnal Ilmu Sosial dan Ilmu Politik, Vol. 5, No.1 .
Kotler, & Keller. (2009). Manajemen Pemasaran. Jilid I. Edisi ke 13. Jakarta: Erlangga.
Kotler, P., & Armstrong, G. (2014). Prinsip-prinsip Manajemen. Edisi 14, Jilid. 1. Jakarta: Erlangga.
