ANALISIS PENGARUH PERCEIVED USEFULLNESS, RELATIVE ADVANTAGES, COMPATIBILITY, OBSERVABILITY, SOCIAL INFLUENCE TERHADAP INTENTION TO USE AFFILIATE MARKETING, DAN DEVELOPMENT CULTURE SEBAGAI VARIABEL MODERASI (STUDI PADA UMKM PLATFORM E-COMMERCE SHOPEE)

RIZCHA DWI SAFITRI, 1012010060 (2024) ANALISIS PENGARUH PERCEIVED USEFULLNESS, RELATIVE ADVANTAGES, COMPATIBILITY, OBSERVABILITY, SOCIAL INFLUENCE TERHADAP INTENTION TO USE AFFILIATE MARKETING, DAN DEVELOPMENT CULTURE SEBAGAI VARIABEL MODERASI (STUDI PADA UMKM PLATFORM E-COMMERCE SHOPEE). Undergraduate thesis, UNIVERSITAS INTERNASIONAL SEMEN INDONESIA.

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Abstract

Affiliate Marketing merupakan sebuah program pemasaran dimana terjadi kerjasama yang dilakukan oleh pelaku bisnis dengan seorang affiliator untuk mempromosikan produk melalui berbagai saluran. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh Perceived Usefullness, Relative Advantages, Compatibility, Observability, Social Influence Terhadap Intention To Use Affiliate Marketing, dan Development Culture Sebagai Variabel Moderasi (Studi Pada UMKM Platform E-Commerce Shopee). Metode SEM-PLS (Structural Equation Modelling – Partial Least Square) digunakan sebagai metode pengujian pendekatan kuantitatif deskriptif dengan menggunakan software SMARTPLS 3. Pengumpulan data dilakukan dengan kuesioner online (link) yang dibuat melalui platform Google Form. Penelitian ini ditujukan kepada pelaku usaha yang memiliki toko pada platform e-commerce Shopee selama minimal 1 tahun yang belum pernah mengadopsi strategi affiliate marketing. Sampel penelitian ini terdiri dari 168 responden. Hasil penelitian ini menunjukkan bahwa Perceived Usefullness, Relative Advantages, Compatibility, Observability memiliki pengaruh signifikan terhadap Intention to Use Affiliate Marketing. Namun, Social Influence tidak memiliki pengaruh terhadap Intention to Use Affiliate Marketing serta Development Culture tidak memiliki hubungan moderasi antar Perceived Usefullness, Relative Advantages, Compatibility, Observability, Social Influence terhadap Intention to Use Affiliate Marketing.

Item Type: Thesis (Undergraduate)
Additional Information: Softfile/KK.24/UISI-01/MG
Uncontrolled Keywords: Affliate Marketing,E-Commerce, UMKM, SEM-PLS.
Contributors:
ContributionNameEmail
Thesis advisorMARISYA MAHDIA KHOIRINA, S.M., M.M.marisya.khoirina@uisi.ac.id
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Department of Management
Depositing User: Rizcha Dwi Safitri
Date Deposited: 08 Aug 2024 19:30
Last Modified: 08 Aug 2024 19:30
URI: https://repository.uisi.ac.id/id/eprint/6625

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