USAHA PENINGKATAN PEMASARAN ON LINE UKM JOMBANG KULINER DARI PERSPEKTIF TAM DAN VEM MELALUI SOSIAL MEDIA
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Abstract
Tujuan dari penelitian ini adalah untuk meneliti dan menguji model anteseden dari Trust sebagai variabel perantara virtual experiental marketing dan Technology Acceptence Model terhadap buying intention Penelitian ini merupakan penelitian yang bersifat kausal, Teknik pengambilan sampel yang dipakai menggunakan teknik non probability sampling. Penelitian ini menggunakan angket sebagai alat utama dalam pengumpulan data. Penelitian ini menggunakan teknik purposive sampling pada 300 responden. Adapun hasil tabulasi angket dianalisis menggunakan metode SEM (Structural equation Model) dengan alat analisis yang digunakan Smart Pls versi 3. Hasil penelitian menunjukkan tidak terdapat pengaruh antara Technology acceptance model (TAM) terhadap trust. Selain itu, terdapat pengaruh secara langsung dan positif antara Virtual experiental marketing (VEM) terhadap trust. Adapun Trust dan Technology acceptance model (TAM) berpengaruh positif terhadap Buying intention Namun demikian, Virtual experiental marketing (VEM) tidak berpengaruh terhadap Buying intention Selain itu, hasil penelitian menunjukkan bahwa trust tidak mampu memediasi Technology acceptance model (TAM) terhadap Buying intention Sedangkan trust mampu memediasi antara Virtual experiental marketing (VEM) terhadap Buying intention.
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