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All Journal Dinasti International Journal of Management Science Jurnal Manajemen dan Pemasaran Digital
Syauqi Ilal Jinan, Achmad
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Other

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The Influence of Perceived Ease of Use and Perceived Benefits on Purchase Intention with Consumer Trust as an Intervening Variable in Shopee E-Commerce Using the TAM Method Syauqi Ilal Jinan, Achmad; Ayu Wijayanti, Astrid; Suharyanto, Suharyanto
Dinasti International Journal of Management Science Vol. 5 No. 6 (2024): Dinasti International Journal of Management Science (July - August 2024)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijms.v5i6.2951

Abstract

Due to advanced technological developments, customers' interest in conducting research is increasingly changing. Purchases using technology are increasingly varied with specific variables. Purpose: This research analyzes the influence of perceived ease of use and perceived usefulness on purchase intention with consumer trust as mediation in Shopee e-commerce. Methodology This quantitative research used a sample of 130 respondents, whose data was collected using a questionnaire. The analysis technique was carried out using structural equation modeling. Findings From the results of the data analysis that has been carried out, the variables perceived ease of use and perceived usefulness have a significant effect on consumer trust. The variables perceived ease of use and trust significantly affect purchase interest, while the perceived benefit variable does not. Then, the variable's perceived ease of use and perceived benefits significantly affect buying interest through consumer trust. Keywords: Ease of Use, Benefits, Trust, Buying Interest, TAM.
Studi Literatur Penerapan Machine Learning untuk Analisis Data Konsumen pada Minat Beli Konsumen Syauqi Ilal Jinan, Achmad
Jurnal Manajemen dan Pemasaran Digital Vol. 2 No. 4 (2024): Jurnal Manajemen dan Pemasaran Digital (Oktober - Desember 2024)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v2i4.316

Abstract

Machine Learning (ML) telah menjadi alat penting dalam menganalisis data konsumen, terutama dalam memahami faktor yang mempengaruhi minat beli. Studi ini meninjau berbagai penelitian terkait penerapan ML dalam analisis sentimen, pengolahan data media sosial, serta dampaknya terhadap keputusan pembelian konsumen. Temuan menunjukkan bahwa algoritma ML, seperti Support Vector Machine (SVM), Random Forest (RF), dan Natural Language Processing (NLP), dapat meningkatkan pemahaman terhadap pola perilaku konsumen. Selain itu, media sosial memainkan peran signifikan dalam membentuk persepsi dan keputusan konsumen, terutama melalui algoritma yang mengkurasi konten yang dipersonalisasi. Studi ini menyoroti pentingnya penerapan ML dalam strategi pemasaran digital untuk meningkatkan efektivitas kampanye dan daya tarik produk.
Co-Authors Ayu Wijayanti, Astrid Suharyanto