FAKTOR DETERMINAN MEMBANGUN MINAT BELI ONLINE

Haning Kusuma; Muhamad Trihudiyatmanto

doi:10.33747/capital.v3i1.77

Haning Kusuma Fakultas Ekonomi dan Bisnis Universitas Sains Al-Qur’an (UNSIQ) Wonosobo
Muhamad Trihudiyatmanto Fakultas Ekonomi dan Bisnis Universitas Sains Al-Qur’an (UNSIQ) Wonosobo

DOI: https://doi.org/10.33747/capital.v3i1.77

Keywords: electronic word of mouth, trust, ease of use, purchase interest, sales promotion

Abstract

Abstract.

This study aims to determine the factors that influence online buying interest in the Sociolla marketplace. The variables studied were trust, ease of use, electronic word of mouth, and sales promotion. The background of this research is the decline in buying interest on the Sociolla website from July 2019 - September 2020. This study uses primary data generated from distributing questionnaires. By using the Purpose Sampling technique, a sample of 108 respondents was obtained. The method used in this research is quantitative research. Then the answers of the respondents were analyzed using a structural equation model that was operated with the AMOS program.

The results of this study indicate that the variables of trust, ease of use, electronic word of mouth, and sales promotion have a positive effect on purchase intention. The limitation in this study is that the respondents were taken from users of the Sociolla marketplace who made purchases in the last 6 months, so that the results cannot be generalized to all online marketplaces throughout Indonesia. Suggestions from the authors for further research can develop a model by looking for other variables that can influence online buying interest.

Author Biographies

Haning Kusuma, Fakultas Ekonomi dan Bisnis Universitas Sains Al-Qur’an (UNSIQ) Wonosobo

Fakultas Ekonomi dan Bisnis Universitas Sains Al-Qur’an (UNSIQ) Wonosobo

Muhamad Trihudiyatmanto, Fakultas Ekonomi dan Bisnis Universitas Sains Al-Qur’an (UNSIQ) Wonosobo

Lecture of Fakultas Ekonomi dan Bisnis Universitas Sains Al-Qur’an (UNSIQ) Wonosobo