DETERMINANT OF PURCHASE INTENTION ECOMMERCE CUSTOMERS C2C IN MEDAN CITY

1Sukardi, Eko Agus Darmadi , Megasari Gusandra Saragih

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Abstract:

This research tests the determinants of the purchase intention mediated by perceived use fullness and trusts. The samples used in this study were 150 respondents who were customers of the largest online shope consumer to consumer in Medan City, Tokopedia, Shopee and Bukalapak. Samples were taken with nonprobability sampling techniques through a purposive sampling approach. The analysis method is SEM with AMOS-20. It was found that Perceived easy to use (PEU) has a significant effect on perceived UseFulness (PUF), trust and purchase intention (PI). Reputation and familiarity have a significant effect on trust. Trust has a significant effect on PUFand purchase intention. Perceived use fullness a significant effect on purchase intention. Trust is a partial mediation of the influence PEU, reputation and familiarity to purchase intention. PUF is a partialmediation effect Perceived easy to use, against a purchase intention.

Keywords:

Perceived easy to use (PEU), Reputation, Familiarity, perceived UseFulness (PUF), Trust, Purchase Intention.

Paper Details
Month4
Year2020
Volume24
IssueSpecial Issue 2
Pages230-241