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Pengaruh Permission Email Marketing Terhadap Online Purchase Intention


Oleh : Abdurrahman Robbani

Info Katalog

Nomor Panggil : 2017_TA_MJ_022154009

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Dyah Astarini

Subyek : Technology acceptance model;Marketing Management

Kata Kunci : Permission Email Marketing, technology model acceptance, perceived usefulness, perceived ease of use


File Repositori
No. Nama File Ukuran (KB) Status
1. 2017_TA_MJ_022154009_Halaman-judul.pdf 1024.82
2. 2017_TA_MJ_022154009_Bab-1.pdf 515.5
3. 2017_TA_MJ_022154009_Bab-2.pdf 689.45
4. 2017_TA_MJ_022154009_Bab-3.pdf 1342.03
5. 2017_TA_MJ_022154009_Bab-4.pdf 1073.58
6. 2017_TA_MJ_022154009_Bab-5.pdf 487.25
7. 2017_TA_MJ_022154009_Daftar-pustaka.pdf 498.59
8. 2017_TA_MJ_022154009_Lampiran.pdf 2194.48

P Penelitian ini bertujuan untuk menganalisis pengaruh permission email marketing terhadap online shopping intention pada barang fashion.Metode pngumpulan data menggunakan kuesioner dengan teknik purposive sampling kepada 321 responden yang mengizinkan untuk dikirimkan email penawaran atau newsletter dari e-commerce dan pernah melakukan belanja online untuk barang fashion. Alat analisis data yang diunkan untuk menguji validitas adala confirmatory factor analysis, uji hipotesis adalah Structural Equation Modem (SEM) dan uji reliabilitas adalah Cronbach’s Alpha.Hasil yang didapat dari penelitian ini adalah permission email marketing berpengaruh positif terhadap perceived usefulness of online shopping, permission email marketing berpengaruh positif terhadap perceived ease of use of online shopping, permission email marketing berpengaruh positif terhadap perceived enjoyment of online shopping, permission email marketing tidak berpengaruh terhadap perceived risk of online shopping, perceived usefulness of online shopping berpengaruh positif terhadap attitude towards online shopping, perceived ease of use of online shopping berpengaruh positif terhadap attitude towards online shopping, perceived enjoyment of online shopping berpengaruh positif terhadap attitude towards online shopping, perceived risk of online shopping tidak berpengaruh terhadap attitude towards online shopping, attitude towards online shopping berpengaruh terhadap online shopping intention.Peneliti selanjutya disarankan untu meneliti produk-produk selain barang fashion yang ditawarkan di email penawaran lainnya, menambahkan jumlah responden, menambahkan variabel-variabel lain seperti brand loyalty (Merisavo dan Raulas, 2004), prior online shopping experience (Tong, 2010) dan trust (Ahn et al, 2014

T This research objective is to analyze the influence of permission email marketing towards online shopping intention.The method used for collection data is by distributing questionnaire to 321 respondents who have agreed to receive permission email marketing or newsletter and had had online purchase for fashion items. The validity test is conducted using confirmatory factor analysis, the hypotheses testing is conducted by using Structural Equation Model (SEM analysis model, and the reliability test is conducted using Cronbach’s Alpha.The result shows that permission email marketing positively influence perceived usefulness of online shopping, permission email marketing positively influence perceived ease of use of online shopping, permission email marketing positively influence perceived enjoyment of online shopping, permission email marketing doesn’t influence perceived risk of online shopping, perceived usefulness of online shopping positively influence attitude towards online shopping, perceived ease of use of online shopping positively influence attitude towards online shopping, perceived enjoyment of online shopping positively influence attitude towards online shopping, perceived risk online shopping doesn’t influence attitude towards online shopping, attitude towards online shopping positively influence online shopping intention.For future research is suggested to analyze other product, beside fashion itemthat offered in permission email marketing, add the number of respondents, and use other variables such as brand loyalty (Merisavo and Raulas, 2004), prior online shopping experience (Tong, 2010) and trust (Ahn et al, 2014)

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