Lailiyah, Elliv Hidayatul PERSEPSI MANFAAT DAN KEMUDAHAN PENGGUNAAN APLIKASI, EKUITAS MEREK, E-WOM TERHADAP MINAT BELI DI E-COMMERCE. Jurnal Riset Entrepreneurship.
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Abstraksi
The purpose of this research is to foster interest in business and increase wisdom in the use of e-commerce by knowing the goods or services being traded using the Technology Acceptance Model approach, electronic word of mouth and brand equity in e-commerce. This research is a quantitative research. The data used in this study are primary and secondary data. The sampling technique used purposive sampling method. In this study there were 130 samples from e- commerce users, the data analysis technique used multiple linear regression with the SPSS tool. The initial stage is to produce variable data that is examined in e-commerce. Furthermore, the data is processed and analyzed, and interpreted. The result for variables from perceived usefullness a positive and significant relationship with purchase intention of 0.007. Perceived ease of use has a positive and significant relationship with a purchase interest value of 0.054. Brand equity variable has a positive and significant relationship with purchase intention of 0.005. eWOM has a positive and significant relationship with purchase interest of 0.001. Keyword: TAM, Brand Equity, E-Commerce, eWOM, Minat Beli,
| Item Type: | Other |
|---|---|
| Subjects: | Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis Fakultas Ekonomi dan Bisnis > S1 Manajemen Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Dosen Lailiyah Eliv Hidayatul |
| Date Deposited: | 28 Mar 2024 08:59 |
| Last Modified: | 28 Mar 2024 08:59 |
| URI: | http://repository.umla.ac.id/id/eprint/4145 |
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