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All Journal Primanomics : Jurnal Ekonomi & Bisnis Journal of International Conference Proceedings
Heru Tri Sutiono
UPN Veteran Yogyakarta
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media

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The Role of Perceived Enjoyment as a Mediating Influence of Perceived Usefulness and Perceived Ease of Use on Online Shopping Intention (Survey on prospective buyers through E-commerce Shopee in DIY)opping Intention (Survey on prospective buyers through E-commerce Shopee in DIY) Ayu Frita; Widhy Tri Astuti; Heru Tri Sutiono
Primanomics : Jurnal Ekonomi & Bisnis Vol. 22 No. 3 (2024): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : LPPM Universitas Buddhi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v22i3.3164

Abstract

This research uses explanatory with survey method. The purpose of this study is to test the hypothesis. This study examines the role of perceived enjoyment as a mediating influence of perceived usefulness and perceived ease of use on online shopping intention (Survey of prospective buyers through E-commerce Shopee in DIY). The population in this study are all prospective buyers who have the intention of buying products online through Shopee e-commerce in the Yogyakarta area. The sample in this study used non-probability purposive sampling. The number of samples used in this study were 140 respondents. This study shows the results that directly perceived usefulness has no effect on online shopping intention; perceived ease of use and perceived enjoyment have a significant and positive effect on online shopping intention; perceived usefulness and ease of use have a significant and positive effect on perceived enjoyment. Indirectly perceived usefulness and perceived ease of use have a significant and positive effect on online shopping intention. The limitations of this study are that the object of research focuses on respondents in the Yogyakarta area and it is possible that the results will be different in other research areas. In addition, the limitations of this study only focus on online purchase intention and do not compare with offline purchase intention.
Visual Storytelling and Micro-Influencer Collaboration: Driving Purchase Intent in Fashion E-commerce Heru Tri Sutiono; Tugiyo Tugiyo; Sri Harjanti; Fitriana Ayu Eka Safina; Fajar Haryo Nimpuno
Journal of International Conference Proceedings Vol 7, No 4 (2024): 2024 Wimaya Yogyakarta Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v7i4.3739

Abstract

This study aims to investigate the influence of visual storytelling and micro-influencers on fashion purchase intention among Generation Z in Indonesia. The research employed a quantitative approach, utilizing a self-administered online questionnaire. The findings of the study reveal that both visual storytelling and consumer engagement significantly impact purchase intention. Visual storytelling, particularly when engaging and relevant, positively influences consumer perception and, subsequently, purchase intent. However, consumer engagement emerges as a stronger predictor, emphasizing the importance of fostering interaction and community around the brand. While micro-influencers were expected to play a significant role, the results indicate a limited impact on purchase intention. This suggests that while micro-influencers can contribute to brand awareness and credibility, their influence may be less pronounced compared to other factors such as visual storytelling and consumer engagement. The study concludes by highlighting the importance of creating visually appealing and engaging content that fosters active consumer participation.
Co-Authors Ayu Frita Fajar Haryo Nimpuno Fitriana Ayu Eka Safina Sri Harjanti Tugiyo Tugiyo Widhy Tri Astuti