Open AccessPengaruh kemudahan penggunaan, kepercayaan konsumen dan kreativitas iklan terhadap minat beli konsumen online-shop
Author(s) -
Khusnul Khotimah,
Febriansyah Febriansyah
Publication year - 2018
Publication title -
jurnal manajemen strategi dan aplikasi bisnis
Language(s) - English
Resource type - Journals
ISSN - 2655-237X
DOI - 10.36407/jmsab.v1i1.16
Subject(s) - creativity , advertising , variables , psychology , test (biology) , variable (mathematics) , business , mathematics , social psychology , statistics , paleontology , mathematical analysis , biology
This study aims to determine the effect of ease of use, consumer trust and advertising creativity on consumer buying interest in online buying and selling sites, Bukalapak.com. This study uses a quantitative approach by conducting surveys and tests on 115 respondents. In the data analysis technique used is multiple linear regression analysis. The testing technique using the help of the SPSS 22 system. The results of hypothesis testing (t test) which shows that the variables of consumer trust and advertising creativity have a significant effect on the performance variable. But the ease of use variable has no significant effect on performance variables. The conclusion of this study is that consumer trust and advertising creativity are the most dominant variables for buying interest.