Online Marketing Enterprise of Jombang Culinary from TAM and VEM Perspective on Social Media

Abstract

The purpose of this research was to develop, evaluate, and test antecedent model with trust as an intermediary variable of Technology Acceptances Model (TAM) and Virtual Experiential Marketing (VEM) for buying intention. It used purposive sampling technique with 300 respondents. The questionnaire results were evaluated and analyzed using Structural Equation Model (SEM) method with the analysis tools (the third version of SmartPLS). The research result shows that there is no effect between TAM and trust. In addition, there is a direct and positive influence of VEM on trust. The trust and TAM have a positive effect on buying intention. However, VEM does not affect buying intention. The results indicate that the trust cannot mediate TAM and buying intention. Meanwhile, trust can mediate between VEM and buying intention.

Factors that Affecting the Acceptance of People in Indonesia Towards the Use of Online Marketplace Technology

“…Riset serupa telah dilakukan sebelumnya terhadap beberapa layanan/teknologi lain, antara lain layanan internet banking (Bomil Suh, Ingoo Han, 2002), industri turisme di Afrika Selatan (Matikiti et al, 2018) dan layanan E-marketplace Shopee Indonesia (Nurzanah & Sosianika, 2019) . Masing-masing riset tersebut memanfaatkan TAM dalam pelaksanaan risetnya dan melakukan modifikasi pada model TAM dengan menambahkan variabel/construct lain seperti kepercayaan (trust) (Bomil Suh, Ingoo Han, 2002), faktor internal (usia, tingkat pendidikan, dan lain-lain) (Matikiti et al, 2018) dan promosi (Nurzanah & Sosianika, 2019) untuk melihat pengaruh variabel tersebut terhadap keputusan pengguna layanan.…”