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All Journal Widya Cipta : Jurnal Sekretari dan Manajemen IJISTECH (International Journal Of Information System & Technology) Jurnal Telematika ISOQUANT : Jurnal Ekonomi, Manajemen dan Akuntansi JUTIS : Jurnal Teknik Informatika Techno Xplore : Jurnal Ilmu Komputer dan Teknologi Informasi Jurnal Sisfotek Global Brahmana : Jurnal Penerapan Kecerdasan Buatan IJISTECH ProBisnis : Jurnal Manajemen Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Indonesia Accounting Research Journal Jurnal Abdimastek (Pengabdian Masyarakat Berbasis Teknologi) Bhinneka Tunggal Ika: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat Nomico
Isnanto, Burham
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Journal : Indonesia Accounting Research Journal

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Vam analysis of local e-commerce acceptance Bakti, Ferry; Amir, Ari; Isnanto, Burham; Dendi, Agus
Indonesia Accounting Research Journal Vol. 12 No. 2 (2024): December: Accounting, Management
Publisher : Institute of Accounting Research and Novation (IARN)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/iacrj.v12i2.346

Abstract

This study evaluated the acceptance of HP Market Online Babel, a local e-commerce platform in Pangkalpinang, using a modified Value-based Adoption Model. The research focused on analyzing the influence of content marketing and influencer marketing on purchase intention, considering the mediating role of customer engagement. The study's objectives included analyzing the direct effects of content marketing and influencer marketing on customer engagement and purchase intention, and evaluating the mediating role of customer engagement in the relationship between digital marketing strategies and purchase intention. The research employed a quantitative approach with a cross-sectional survey design. The sample consisted of 100 active users of HP Market Online Babel, selected through purposive sampling. Data collection was conducted using an online questionnaire, and data analysis involved simple regression techniques and path analysis using SPSS software. The results revealed significant positive influences of content marketing and influencer marketing on customer engagement and purchase intention. Customer engagement played a mediating role in the relationship between both digital marketing strategies and purchase intention. Content marketing, particularly the informative content aspect, had the strongest impact in the research model. The study contributed to the development of the Value-based Adoption Model by integrating digital marketing strategies in the context of local e-commerce. The findings affirmed the importance of quality content and the strategic role of influencers in increasing customer engagement and driving purchase intention on local digital platforms. The results provided practical guidance for managers in optimizing digital marketing strategies, potentially improving business performance in the competitive local e-commerce market.
Co-Authors Aditia, Gita Adiwinoto, Bambang Amir A, Ari Amir, Ari Amri Amri Amri Ari Amir Alkodri Atmaja, Ferry Bakti Atmaja, R Ferry Bakti Bakti, Ferry Chandra Kirana Chrisna Putra, Rendy Rian Dendi R, Agus Dendi Rachmansyah, Agus Dendi Rachmatsyah, Agus Dendi, Agus ellya helmud, ellya erli, erli Febiansyah, Hidayat Fitriyani Fitriyani Fitriyani, F Hamidah . Hengki Hengki Juniawan, Fransiskus Panca Lili Indah Sari Nur, Muchamim Okkita Rizan Pradana, Harrizki Arie Probonegoro, Wishnu Aribowo Rachmatsyah, Agus Dendi Rahmat Sulaiman Sari, Melati Suci Maya Seno Hadi Saputro Sugihartono, Tri Supardi Supardi Yulianti Yulita Yulita, Yulita Yuyi Andrika, Yuyi