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Jono M. Munandar
Institut Pertanian Bogor, Bogor, Indonesia
Economics, Econometrics & Finance

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A Study of Determining Factors Influencing the Intention of Cryptocurrency Investors Using UTAUT 2 Approach Ladia Puspanegara; Jono M. Munandar; Bagus Sartono
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 3 (2024): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5416

Abstract

In the past few years, the Indonesian cryptocurrency market has experienced significant growth, reflecting the country's increasing popularity and adoption of cryptocurrencies. This study aims to identify the factors that influence consumer behavior in adopting cryptocurrency technology, utilizing the unified theory of acceptance and use of Technology (UTAUT 2) model as the theoretical framework. This study proposes the utilization of UTAUT 2 due to its robustness and enhanced explanatory capability compared to the original UTAUT model. The UTAUT 2 model is expanded by incorporating perceived risk. This study involved 248 respondents who are cryptocurrency users from the Indonesian cryptocurrency community on the Facebook and Telegram platforms. The sampling method used was purposive sampling by distributing questionnaires using online forms and Google Forms.“The data were analyzed using two methods,“descriptive statistical analysis and SEM (Structural Equation Modeling).”The research findings indicate that several variables such as price value, social influence, hedonic motivation, performance expectancy, effort expectancy, and facilitating conditions have a positive and significant influence on BI (Behavioral Intention).”Additionally, the perceived risk variable has a negative and significant influence on behavioral intention.
Live Streaming and Short Video Marketing in E-Commerce: an AISAS Model Analysis Ananda Desmayonda; Alim Setiawan Slamet; Jono M. Munandar; Furqon Syarief Hidayatulloh
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.8407

Abstract

In recent years, the development of digital technology has driven significant changes in Indonesian consumption patterns, as reflected in the widespread use of e-commerce as a primary shopping platform. This study aims to examine the influence of live streaming and short video marketing on consumer behavior stages based on the AISAS (Attention, Interest, Search, Action, Share) model. The study involved 312 respondents who were active users of e-commerce platform XYZ in the Greater Jakarta area, selected through a purposive sampling technique. The research instrument was an online questionnaire that met the validity and reliability criteria. Data were analyzed using the Structural Equation Modeling (SEM) approach based on Partial Least Squares (PLS) with SmartPLS version 4.0 software. The results show that both live streaming and short video marketing have a positive and significant influence on all stages of the AISAS model. These findings indicate that interactive, visually oriented marketing strategies can effectively enhance attention, stimulate interest, encourage information searches, and drive purchase and sharing decisions on e-commerce platforms.
Co-Authors Alim Setiawan Slamet Ananda Desmayonda Bagus Sartono Furqon Syarief Hidayatulloh Ladia Puspanegara