The influence of ease of use on buying interests is mediated by trust

Anggraini, Sella Tri and Fikriah, Nur Laili (2023) The influence of ease of use on buying interests is mediated by trust. Presented at Proceedings of the International Conference of Islamic Economics and Business (ICONIES).

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Abstract

This study's objective is to investigate the relationship between easeof use and buying interest, with the latter being mediated by trust in TikTok Shop customers as the subject of the studyIn the course of this research, a path analysis was performed with the help of the SmartPLS 3.0 program. In order to conduct this research, a sampling strategy known as purposeful sampling was used to select 240 users from the TikTok Shop. The findings of this study indicate that ease of use and trust both have an effect on buying interest. The ease of use are indirectly impacted by trust

Item Type:	Conference (Paper)
Keywords:	E-Commerce; Purchase Interest; Ease ofUse; Trust
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Nur Laili Fikriah
Date Deposited:	14 Nov 2024 14:46

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