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All Journal West Science Business and Management
Jushermi Jushermi
University of Riau
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Acceptance Model for Utilizing E-Marketplace Tokopedia with Technology Acceptance Model Among Pekanbaru City Communities Jushermi Jushermi; Yelgo Daniel Turnip; Tengku Firli Musfar
West Science Business and Management Vol. 2 No. 01 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i01.562

Abstract

This research is based on the urgency of understanding how people adopt Tokopedia e-marketplace, utilizing the conceptual framework of the Technology Acceptance Model. The research follows a quantitative approach, with primary data collected used a questionnaire. The study's target population are Tokopedia’s user at Pekanbaru. Non-probability sampling was employed, specifically purposive sampling, with sample criteria including individuals who have engaged in transactions on Tokopedia within the past 3 months, with ages ranging from 17 to 45, and domiciled at Pekanbaru. A total of 100 respondents participated in this study. Path analysis was employed for data analysis using SPSS. Result shown that perceived usefulness has a positive and significant effect toward behavioral intention to use, perceived ease of use has a positive and significant effect toward behavioral intention to use, perceived usefulness has a positive and significant effect toward actual use, behavioral intention to use has a positive and significant effect toward actual use, perceived ease of use has a positive but insignificant effect toward actual use, perceived usefulness has a positive and significant effect toward actual usage through behavioral intention to use, perceived ease of use has a positive but insignificant effect toward actual usage through behavioral intention to use.
The Influence of Social Media Marketing and Product Quality on Brand Awareness and Purchase Decisions on Skintific Products in Pekanbaru City Raesela Raesela; Jushermi Jushermi; Henni Noviasari
West Science Business and Management Vol. 2 No. 04 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i04.1312

Abstract

This study aims to see the influence of Social Media Marketing and product quality on brand awareness and purchase decisions on Skintific products in Pekanbaru City. This study was conducted in Pekanbaru City. The population in this study were the people of Pekanbaru City who bought Skintific products. The number of samples in this study was 175 people. The number of samples in this study was carried out using the non-probability sampling technique with the purposive sampling technique, namely sampling based on certain considerations. The results of the study found that: 1.) Social Media Marketing has a significant effect on purchase decisions. 2.) Product quality has a significant effect on purchase decisions. 3.) Social media marketing has a significant effect on brand awareness. 4.) Product quality has a significant effect on brand awareness. 5.) Brand awareness has a significant effect on purchase decisions. 6.) Social media marketing has a significant effect on purchase decisions moderated by brand awareness. 7.) Product quality has a significant effect on purchase decisions moderated by brand awareness.
Co-Authors Henni Noviasari Raesela Raesela Tengku Firli Musfar Yelgo Daniel Turnip