Analisa Faktor-Faktor yang Mempengaruhi Online Purchase Intention Usaha Mikro pada Jasa Social Media Agency dengan Mediasi Attitude towards Social Media di Kabupaten Tangerang pada Masa Pandemi Covid-19

Joveta, Anastasia (2022) Analisa Faktor-Faktor yang Mempengaruhi Online Purchase Intention Usaha Mikro pada Jasa Social Media Agency dengan Mediasi Attitude towards Social Media di Kabupaten Tangerang pada Masa Pandemi Covid-19. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

In this research, the factor influence micro enterprises online purchase intention on social media agency services, with a mediation of attitude towards social media in Kabupaten Tangerang during Covid-19 pandemic has been proceed. Begin with the Covid-19 as digital accelerator brings people to access social media daily, social media agency come as a solution to help micro business to survive on the pandemic era. Therefore, the social media agency is facing a hypercompetitive situation and need to know the factor of micro business have an intention to purchase on their services. This researched was conducted by using online questionnaire to the micro business owners in Kabupaten Tangerang and received a total 88 qualified respondents. The data that has been collected were proceed using SPSS and SMART-PLS. Based on the findings, the factor that significantly influence micro business owners online purchase intention are Subjective Norms (SN), Perceived Usefulness (PU), Perceived Behavioral Control (PBC), Cost (C), Attitude toward social media (ASM). Therefore, the significantly influence online purchase intention by the mediation variable is Perceived Usefulness. It describes that the high influenced factor is perceived usefulness to improve respondent online purchase intention, with or without any mediating variables. Also, it shows that attitude towards social media was not significantly influenced as a mediator. From the result, it can be suggested on the social media agency to focused more on how their services can bring an effort saving and enhance micro business in Kabupaten Tangerang through social media, especially on the post-pandemic situation. Its also recommended for the micro business owner to considered using social media agency for an effective workflow on activating social media for business.

Item Type:	Thesis (Bachelor Thesis)
Keywords:	Online Purchase Intention, Micro Enterprise, Influence, Social Media Agency, Attitude towards Social Media
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Divisions:	Faculty of Business > Master of Technology Management
SWORD Depositor:	Administrator UMN Library
Depositing User:	Administrator UMN Library
Date Deposited:	20 Mar 2024 03:25
Last Modified:	20 Mar 2024 03:33
URI:	https://kc.umn.ac.id/id/eprint/28235

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