Pengembangan Model Keberterimaan Teknologi yang Mengasilkan Luaran Pemasaran (Marketing Outcome) pada UKM (Survey pada Industri Furniture di Yogyakarta)

Darpito, Surpiko Hapsoro and Wiendijarti, Ida (2014) Pengembangan Model Keberterimaan Teknologi yang Mengasilkan Luaran Pemasaran (Marketing Outcome) pada UKM (Survey pada Industri Furniture di Yogyakarta). In: Semnas dan Call Paper Sinau3 LPPM UPN Veteran Yogyakarta, 04 September 2014, LPPM UPN Veteran Yogyakarta.

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Abstract

This research was aimed to give contributions to small and medium-size enterprises (SMEs) sector, especially furniture and craft industries in building the relationship with customers (customer relationship management) that was done by doing technology investment to identify factors that influenced marketing outcome. The researcher wanted to examine deeper the influence of internet in online selling system to increase customers’ satisfaction and intention in purchasing furniture and craft products of SMEs in Yogyakarta. The research methodology used in this research was survey, by distributing questionnaires to 250 customers who had ever done online furniture and craft purchasing in 38 different furniture and craft industries of Small and Medium Businesses in Yogyakarta. The Data Analyzing Technique used to answer this research hypothesis was Structural Equation Modeling (SEM). In this research, the researcher tried to identify whether perceived ease of use and perceived usefulness the variables in Technology Acceptance Model (TAM) influenced the customers’ satisfaction and motivated the customers to do online repurchasing (usage intention). The results of this research showed that the variables in TAM influenced the customers’ satisfaction but did not influence the customers’ interest in doing online repurchasing. The customers were more motivated to do online purchasing because of the influence of their friends, families and environment as social factors. The more developed IT technology that facilitated the online businesses influenced customers to use internet in doing online purchasing.

Keywords: technology acceptance model, social factor, customer relationship management, satisfaction, perceived ease of use, perceived usefulness, usage intention

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	SE, M.Si Surpiko Hapsoro Darpito
Date Deposited:	28 Mar 2023 14:11
Last Modified:	28 Mar 2023 14:13
URI:	http://eprints.upnyk.ac.id/id/eprint/33029

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