| Tesis |
| No. Panggil | 0070-2023/ETS-KOM Bog p |
| Judul | Pengaruh Aspek Iklan E-Commerce, Perceived Platform?s Ease of Use, dan Perceived Risk terhadap Niat Pembelian Konsumen |
| Pengarang | Bogie Wardana Satriyonegoro |
| Penerbit dan Distribusi | 2023 |
| Subjek | perceived informativeness, perceived entertainment, perceived credibility, perceived ad value, perceived interactivity, attitude towards ads, perceived ease of use, subjective norms, intention to purchase, Theory of Reasoned Action, Theory of Planned Behavior, e-commerce |
| Kata Kunci | |
| Lokasi | Fakultas Ilmu Sosial dan Ilmu Politik |
Ketersediaan
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Abstrak
Tesis ini membahas pengaruh aspek-aspek iklan display dan pencarian kata kunci pada e-commerce Shopee Indonesia dan Tokopedia terhadap intention to purchase (niat pembelian konsumen). Penelitian menggunakan pendekatan kuantitatif dengan konsep-konsep Theory of Reasoned Action (TRA) dan Theory of Planned Behavior (TPB). Dari 595 responden penelitian yang diuji dengan analisis jalur menyiratkan adanya pengaruh perceived informativeness, perceived entertainment, dan perceived credibility terhadap perceived ad value. Perceived ad value, perceived entertainment, perceived credibility, dan perceived interactivity secara bersama-sama berpengaruh positif terhadap attitude towards ads. Di sisi lain, attitude towards ads, perceived ease of use, dan subjective norms memiliki pengaruh positif terhadap intention to purchase.
Deskripsi Lengkap