Penggunaan Teknologi Internet dalam Sistem Penjualan Online untuk Meningkatkan Kepuasan dan Pembelian Berulang Produk Batik pada Usaha Kecil dan Menengah di Jawa Timur

Online bussiness can not be seperated from Customer Relationship Management (CRM). CRM strategies that heavily rely on the use of technology enhance producers’ knowledge about their consumers. According to the acquired knowledge, producers are able to improve and customize their interactions with their consumers, and thus this will create a long-term a long term relationship between producers and their respective consumers. This paper aims at analyzing the causal effect of the use of strategic CRM on marketing outcomes (CRM). The selected sample is based on a group of online batik buyers on Small and Medium Enterprises (SMEs) in East Java, for the period June-September 2010. This research employs a Structural Equation Modeling (SEM) technique. The results show that percieved ease of use has a statistically significant effect on perceived usefulness, satisfaction, and usage intention, percieved usefulness significantly affects satisfaction and usage intention, and satisfaction is significant for usage intention.