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Rumyeni, Rumyeni
Universitas Riau
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IMPLEMENTASI TECHNOLOGY ACCEPTANCE MODEL DALAM AKTIVITAS BERBELANJA ONLINE MELALUI SITUS LAZADA.CO.ID Marlina, Erlin; ", Rumyeni
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 5: Edisi I Januari - Juni 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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Abstract

Some research indicates that online site user behavior has an important role to the successful implementation. The presence of online sale and purchase site Lazada.co.id with various innovations bring the impacts in the life of society both positive and negative. In addition, changes in the pattern of shopping for people who were still conservative, now slowly began to switch online shopping, because of the ease of transactions, goods offered more diverse, competitive prices, and can be done anywhere and anytime. This study aimed to examine the effect among variables at the Technology Acceptance Model on the online site Lazada.co.id.Respondent in this study were 166 online site users Lazada.co.id in Pekanbaru. How to determine the number of samples using snowball because the absence of data on the number of consumers use of online sites. Use traditional methods of data collection questionnaire. Data were analyzed using Structural Equation Model (SEM) with AMOS software program. Based on the literature review, the research model using the Technology Acceptance Model (TAM) with variable perceived ease of use, perceived usefulness, attitude toward using, behavioral intention to use dan acceptance.The results of this study indicate the variables perceived ease of use has a positive and significant effect on the variable attitude toward using the total influence of 0,341. Variable perceived usefulness has a positive and significant effect on the variable attitude toward using the total influence of 0,331. Variable perceived ease of use has a positive and signifikan effect on the variable behavioral intention to use and has a total effect of 0,295. Variable perceived usefulness has a positive and significant effect on the variable behavioral intention to use the total influence of 0,499. Variable attitude toward using has a positive and significant effect on the variable a behavioral intention to use the total influence of 0,780. Variable behavioral intention to use has a positive and significant effect on the variable acceptance the total influence of 0,341.Key Word: Lazada.co.id, Technology Acceptance Model (TAM), Structural Equation Model (SEM)
PENGARUH CELEBRITY ENDORSER PRODUK FAIR N PINK PADA AKUN INSTAGRAM @FAIRNPINKINDONESIA TERHADAP MINAT BELI KONSUMEN Vintanta K Br S, Emia; ", Rumyeni
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 5: Edisi I Januari - Juni 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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Abstract

Celebrity endorser as a source of advertising or information about the brand and product attributes are fun, convincing and attract the public's attention. There are various products that use celebrity endorser, but beauty products use more. One of them is Fair n Pink. Fair n Pink is a brand of lotion-based skin whitening product that earned the best-seller award in 2017. In marketing its products, Fair n Pink uses celebrity endorsers on instagram. Instagram itself became one of the social media that is very popular, so has a broad range of coverage. Therefore, the use of celebrity endorser of Fair n Pink product in instagram @ fairnpinkindonesia account can generate consumer buying interest. This research uses S-R theory with the purpose of research is to find out how big influence the use of celebrity endorser of Fair n Pink product on account instagram @fairnpinkindonesia to consumer buying interest.The method used is explanative quantitative using random sampling technique and the number of sample as much as 269 respondents. Researches collected data with questionnaires. To find out how big influence between variable X and variable Y, researcher use simple linear regression analysis. To process the test questionnaire data is done by using SPSS program Windows version 23. Based on the result of simple linear regression, obtained regression coefficient value in this research is Y = 5.748 + 0.677 X with 0.000 significance level. The level of significance is smaller than α = 0.05. Which means Ho is rejected and Ha accepted, with the statement that there is no great influence on the use of celebrity endorser of Fair n Pink product on account instagram @fairnpinkindonesia to consumer buying interest. Supporting indicators on the x celebrity endorser variables are divided into four namely, visibility (3.01), credibility (2.96), attraction (2.95) and power (3.03). The indicator of consumer buying interest is divided into four, namely transactional interest (2.86), referential interest (2.80), preferential interest (2.76) and explorative (2.92). Coefficient of determination equal to 0.384. This figure shows that the influence of celebrity endorser of fair n pink product on instagram @ fairnpinkindonesia account on consumer buying interest is 38,4% including weak category.Keyword : Celebrity Endorser, Instagram, Pemasaran, Minat Beli
Co-Authors AA Sudharmawan, AA Abdi Ihsan Adek Muhayat Saputra Al'Amin, Mhd. Alfi " Algu Ready, Algu Aliyyah Aura Avdijan Aminuddin, Imam Andika, Boby Anggi Pradita Anisa Vebriyanti Solehah Annisa Kesuma Wardani Aprilia, Gina Aprina Junika Aristra Risqunal Ula Aulina, Novia Ayu Rosalia Dewi Baffi, Muhammad Raevanoe Bagasari, Lintang Arum Belli Nasution Berliana Maria Purba Burhanuddin " Dameria Anggraini, Dameria Daulay, Muhammad Makruf Kamal Dayang Mashita Deddy Septian, Deddy Dede Putra Dede Putra, Dede Dhia Ghina Ramadhani Putri S Diafitri, Rahmi Dian Suci Anggraeni Emia Vintanta K Br S Erma Fatma Evawani Elysa Lubis Fahrezi, Fadjri Fela Asmaya Ghea Alifia Putri Gionovan Ayesha Gusti Agung Putra Bima, Gusti Agung Putra Hamdani M. Syam, Hamdani Hamid, Naufal Al Harahap, Neshayani Harnandi, Khairul Daffa Heny Gustina Ikhma Zurani Ilham Raka Guntara Imam Maryanto Indah Azura Indah Permata Sari Indra Wahyudi, Indra Irwan Iskandar Kiki Anggraini, Kiki Kusumaningtyas, Rieke Eva Lestari, Dea Lidya Febriana Mahyudi, Yusman Marbun, Tresia Br Marissa Putri Marlina, Erlin Marlina, Erlin Martius " Maya Sucitra Effendi Monica Utari Muhammad Fadhil Muhammad Fauzan Muhammad Firdaus Muhammad Irfan muhammad irfan Muhammad Makruf Kamal Daulay Mulyanda, Yodi Afrial Mulyandi, Ilham N. Nurjanah NANDA PRATAMA Nanda Risky Nita Rimayanti Nofrika Belisa Nova Yohana Novia Friska Noviri Syahdi Nurfitriani " NURUL ANNISA Nurul Mustaqimmah, Nurul Octaviandri, Reyhan Pangesti, Anggit Purwanti Hadisiwi Putra, Ade Surya Dwi Putri Ayu Pangestu Rabit Zanurman Rahmadianti Anwar, Rahmadianti RAISHA DWI MAYANGSARI RANGGA ADITYA Revaldesnita, Vinny Reza Maulana Rian Ikrawansyah Rieke Eva Kusumaningtyas Rimayanti, Nita Ringgo Eldapi Yozani Rury Febriana Rusmadi Awza Sahira Nadia Eka Putri Sahira Nadia Eka Putri Samosir, Elda Samsudin, Dafrizal Sandy, Athifah Faradilla Sari, Maduma Yanti Selwendri Sesdia Angela Sholihat, Apriwati SITI KHODIJAH Siti Nurjanah Solfarino, Tito Sri Ayu Sundari Sri Bintan Laksamana Stefanie, Eoudia Sulastri, Sela Susanne Dida Syam, Hamdani M. Tantri Puspita Yazid Teguh, Teguh Kurnia Ilham Vici Santa Tynecelia Villa Pristilla Vintanta K Br S, Emia Walid " Welly Wirman Wicaksono, M. Arif Yanti Setianti Yanwar Setiabudi Yori Arfiko Yuliana Sari Zulkarnain Zulkarnain