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The Influence Of Inspirational Content And Culture Orientation On Purchase Intention Through Consumer Engagement Behavior Moderated By UX/UI In Shopee E-Commerce

WIBISONO, Iskandar (2023) The Influence Of Inspirational Content And Culture Orientation On Purchase Intention Through Consumer Engagement Behavior Moderated By UX/UI In Shopee E-Commerce. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Sales process is the essential in the marketing stage. Aware to the consumer needs is a basic to be understand before sell a product. Therefore, this study focuses on marketing strategies in the sales process. Researchers observe and examine the factors that influence consumer purchase intentions and consumer engagement behavior. This study involved 140 respondents with various backgrounds and shopping experiences at Shopee. The research methodology used in this study is quantitative with structure equation modeling (SEM) as an analytical tool. This study confirms that cultural orientation and inspirational content have a significant influence on consumer engagement behavior. Furthermore, consumer engagement behavior has a significant influence on consumer purchase intentions and the influence is moderated by UI/UX.

Item Type: Thesis (Skripsi)
Nomor Inventaris: C23062
Uncontrolled Keywords: Cultural Orientation, Inspirational Content, Consumer Engagement Behavior, UI/UX, Consumer Purchase Intention.
Subjects: M > M37 Management Marketing Selling
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mr ISKANDAR ZULKARNAIN WIBISONO
Date Deposited: 01 Feb 2023 03:24
Last Modified: 01 Feb 2023 03:24
URI: http://repository.unsoed.ac.id/id/eprint/19771

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