Jurnal Ekonomi Trisakti
Vol. 3 No. 2 (2023): Oktober

ANTESEDEN DARI CLICK INTENTION DALAM ONLINE BEHAVIORAL ADVERTISING DI E-COMMERCE

Alfina, Alfina Damayani (Unknown)
Asep Hermawan (Unknown)

Article Info

Publish Date
04 Sep 2023

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.

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Journal Info
Jurnal Ekonomi Trisakti
Website

Abbrev

jet

Publisher

Universitas Trisakti

Subject

Economics, Econometrics & Finance

Description

Jurnal Ekonomi Trisakti (JET) has been published by Lembaga Penerbit Fakultas EKonomi dan Bisnis (LPFEB). JET is a journal for publication of undergraduate (S1) and Applied (D4) students, students of the Faculty of Economics and Business (FEB) as well as students outside of FEB and General Affairs. ...