Assessing Acceptance of Electronic Marketing among Consumers of Agribusiness Products

Muttaqien, Ihsanul and Maman, Ujang and Aminudin, Iwan and Elpawati, Elpawati and Suharyat, Yayat and Danapriatna, Nana (2021) Assessing Acceptance of Electronic Marketing among Consumers of Agribusiness Products. In: 9th International Conference on Cyber and IT Service Management. The Institute of Electrical and Electronics Engineers, Inc, Jakarta, Indonesia, pp. 81-86. ISBN 978-1-6654-3548-2 (Unpublished)

[img] Text

Download (342kB)


This study aimed to identify factors of electronic marketing (e-marketing) acceptance and how they influence the acceptance among consumers of This type of research refers to the influences of the independent variables (i.e., usefulness, ease, attitude, and subjective norm) on the dependent variable (i.e., the use of e-marketing). The samples used were 100 people who made a purchase of seed through by the method of accidental. Data were analyzed statistically using the partial least square structural equation modeling (PLS-SEM) method. The results of the study found that three assumptions were accepted, i.e. a factor of usefulness, ease, and subjective norms have a significant level of 0.05 and the value of t-count is greater than t-table (>1.96) against the use of e-marketing and one of them was rejected, i.e., the factor of attitude did not affect significantly influence the use of e-marketing Factors of usefulness, ease, and subjective norm can support consumers in increasing the use of e-marketing.

Item Type: Book Section
Keywords / Kata Kunci: Electronic Marketing, Acceptance Model, Agribusiness Products, PLS-SEM
Subjects: Manajemen Pemasaran
Faculty: Fakultas Pertanian > Agribisnis S1
Depositing User: Dr. Nana Danapriatna
Date Deposited: 02 May 2023 06:48
Last Modified: 02 May 2023 06:48

Actions (login required)

View Item View Item