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Alfina, Alfina Damayani
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Economics, Econometrics & Finance

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Journal : Jurnal Ekonomi Trisakti

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ANTESEDEN DARI CLICK INTENTION DALAM ONLINE BEHAVIORAL ADVERTISING DI E-COMMERCE Alfina, Alfina Damayani; Asep Hermawan
Jurnal Ekonomi Trisakti Vol. 3 No. 2 (2023): Oktober
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis 

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/jet.v3i2.17997

Abstract

Tujuan penelitian ini untuk mengetahui pengaruh Online Behavioral Advertising Relevance, Online Behavioral Advertising credibility, Online Behavioral Advertising Perceived Usefulness, Online Behavioral Advertising Acceptance, Online Behavioral Advertising Avoidance, dan Click Intention di E- commerce. Data dikumpulkan melalui penyebaran kuesiner kepada 260 responden. Uji Instrumen data menggunakan validitas dan reliabilitas. Uji hipotesis menggunakan (SEM).  Hasil penelitian menunjukan bahwa terdapat pengaruh positif Online Behavioral Advertising Relevance terhadap Online Behavioral Advertising Acceptance, terdapat pengaruh positif Online Behavioral Advertising Credibility terhadap Online Behavioral Advertising Acceptance, terdapat pengaruh positif Online Behavioral Advertising Perceived Usefulness terhadap Online Behavioral Advertising Acceptance, terdapat pengaruh negatif Online Behavioral Advertising Avoidance terhadap Click Intention dan terdapat pengaruh positif Online Behavioral Advertising Acceptance terhadap Click Intention.
Co-Authors ASEP HERMAWAN