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Teguh Prasetio
Department of Management & Jaya Launch Pad, Universitas Pembangunan Jaya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Investigating online purchase intention in the perspective of technology acceptance model: Empirical finding based on evidence in South Tangerang Refina Sari Wiratami; Yohanes Totok Suyoto; Endang Pitaloka; Dede Suleman; Teguh Prasetio
Journal of Economics and Business Letters Vol. 2 No. 4 (2022): October 2022
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/jebl.v2i4.170

Abstract

Advances in information and communication technology enable consumers to increasingly conduct online purchase transactions. From the perspective of the Technology Acceptance Model (TAM), this study aims to examine the effect of perceived ease to use and perceived usefulness on consumers' intention to buy online in South Tangerang. The study used 130 data obtained through questionnaires distributed online to users of multiple consumer-to-consumer (C2C) e-commerce platforms. Determination of the sample is done by applying a non-probability sampling technique. Using multiple linear regression analysis techniques with SPSS software, the study found that perceived ease to use and perceived usefulness had a positive effect on the intention to buy online. Regression analysis shows that both perceived ease of use and perceived usefulness have significant effects on online purchase intention. However, the effect of perceived usefulness on intention to buy online is greater (β =.199, ρ-value <.000) than that of perceived ease to use (β =.277, ρ-value <.00). The findings of the study help to understand everything about online buying behavior and make strategic implications for digital-based companies to increase consumers' willingness to buy online.
How brand ambassador and trust on consumer purchase decisions of fashion products in the digital era Dede Suleman; Yohanes Totok Suyoto; Teguh Prasetio
Journal of Economics and Business Letters Vol. 2 No. 4 (2022): October 2022
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/jebl.v2i4.171

Abstract

One of the changes happening in the current new world era is the phenomenon of brand ambassadors, which are one of the determinants of what consumers want to buy. With today's advancements in digital technology, do consumers care more about who the model is for a product, and if they increase their trust in that model, will a purchase necessarily happen? The purpose of this research is to examine the effect of brand ambassador and trust variables on consumer shopping decisions. In this study, the researcher used three variables, ten dimensions where each dimension was represented by two indicators so that in this study there were twenty indicators, which would later be changed in the form of questions to respondents. The population used is consumers who have shopped for fashion products using brand ambassadors. Given that the population is very large, the researchers used quota sampling to determine the number of samples. The study used 5 times the number of indicators, so a sample of 100 respondents was processed through the Structural Equation Modeling analysis technique of AMOS software. The results of data processing show that brand ambassadors and trust significantly influence consumers' purchasing decisions.
Co-Authors Dede Suleman Endang Pitaloka Refina Sari Wiratami Yohanes Totok Suyoto