Putri, Yulia Hamdaini and Mavilinda, Febria Hera and Daud, Islahuddin (2022) Trust as a Moderator in Buying Behavior. In: 7th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2021), mm unsri.
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Abstract
The increase in e-commerce that has led to the rise of online shopping has attracted researchers in the field of marketing. For two decades, the internet-based e-commerce model has been accepted as a marketing strategy by companies to capture market share even though today the traditional marketing model is still running. Marketers to date continue to make changes to online-based marketing strategies to attract buyers. The purpose of this study was to examine trust as a moderating variable between social influence and buying behavior. The sample is 300 respondents. The analytical method used is structural equation modeling. The results of this study indicate that trust can moderate social influences and buying behavior.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Additional Information: | marketing management |
| Uncontrolled Keywords: | Trust 1, Social Influence 2, Buying Behavior |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | 01-Faculty of Economics > 61201-Management (S1) |
| Depositing User: | Yulia Hamdaini Putri |
| Date Deposited: | 26 Nov 2022 09:46 |
| Last Modified: | 26 Nov 2022 09:46 |
| URI: | http://repository.unsri.ac.id/id/eprint/82440 |
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