The Effect of Perceived Usefulness and Perceived Playfulness Toward User's Purchase Intention of PT. X Business' Contents in Indonesia

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Hasanah, Adha Faubya (2021) The Effect of Perceived Usefulness and Perceived Playfulness Toward User's Purchase Intention of PT. X Business' Contents in Indonesia. Undergraduate thesis, IPMI Business School.

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Abstract

This research compromise the element of purchase intention of PT. X users in Indonesia. The reason this topi is raised is due to the new prominent platform of PT. X giving the opportunity for business account in featuring contents relating toward social media marketing in the ForYouPage (FYP). This creates purchase intention as the strong foundation of this paper to understand and develop the purchase intention of the users. The other reason why this topic is issued is because purchase intention is one of the key element for the prosperity of the business accounts in PT. X and there are some contents that are lacking with engagements and interaction. Nevertheless, there is sill limited research based upon this study. This research is also structured to see the effect of perceived usefulness and perceived playfulness; variables that were proposed in the technology acceptance model (TAM), and its effect towards users purchase intention of tik tok business' contents in Indonesia. This data processing uses descriptive qualitative analysis and SEM-PLS (structural equation modeling-partial least square) analysis. The sample consisted of 100 PT. X users who became the criteria of this study. Based on the results of the analysis, it can be seen that the perceived usefulness and perceived playfulness variable have a significant and positive effect on users' purchase intention of PT. X business contents in Indonesia. It is recommended for business content creators in Indonesia to create contents that are rich, eye-catching, efficient, engaging in order to attract the users in watching the short videos content marketing.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
H Social Sciences > HJ Public Finance
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 05 Jan 2022 04:07
Last Modified: 05 Jan 2022 04:07
URI: http://repository.ipmi.ac.id/id/eprint/1354

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