Open AccessAnteseden Minat Beli Online di Marketplace Sociolla
Author(s) -
Haning Kusuma,
M. Trihudiyatmanto
Publication year - 2021
Publication title -
econbank
Language(s) - English
Resource type - Journals
ISSN - 2685-3698
DOI - 10.35829/econbank.v3i1.121
Subject(s) - nonprobability sampling , structural equation modeling , promotion (chess) , advertising , sample (material) , word of mouth , sales promotion , usability , business , marketing , computer science , statistics , mathematics , political science , sociology , sales management , population , chemistry , demography , chromatography , human–computer interaction , politics , law
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 questionnaires. By using the purposive sampling technique, obtained a sample of 108 respondents. The data analysis technique used the Structural Equation Model (SEM) with the help of AMOS software. The results of this study indicate that the variables of trust, use, electronic word of mouth, and sales promotion have a positive effect on online buying interest