MARKETING STRATEGY IN THE DESIRE TO USE ONLINE SHOPPING Mohamad Reza Nurpratama (1*), Agus Rahayu (2), Aceng Gima Sugiama (3), Lili Adi Wibowo (4), Rini Larasati Irawan (5)
1) Universitas Pendidikan Indonesia
*mohamadrezanurpratama[at]upi.edu
2) Universitas Pendidikan Indonesia
agusrahayu[at]upi.edu
3) Politeknik Bandung Indonesia
gima.sugiama[at]polban.ac.id
4) Universitas Pendidikan Indonesia
liliadiwibowo.edu[at]upi.edu
5) Universitas Pendidikan Indonesia
ririn[at]upi.edu
Abstract
With more citizens using online shopping, there is a strategy that plays a role behind these subjective norms, and perceived enjoyment is some of the things that are expected to affect user interest in shopping online when shopping. Because of the desire or expectations that individuals can have, customers wanting comfort in using the application will affect their interest when they use something. In overall data processing, the results of the study, all data regarding subjective norms and perceived enjoyment of interest of use in Bandung and Jakarta residents have significant value, and this is evidenced by a probability value that is not less than 0.05. in measuring whether the model is fit or not, in this study, the subjective norm, perceived enjoyment to intention to use model has a fit model because of the high CMIN value. CMIN is the basis for measuring the level of fit in the model.
Keywords: Intention to use- Perceived Enjoyment- Strategy- Subjective Norm.
Topic: Strategic Management, Entrepreneurship and Contemporary Issues
