PURCHASE INTENTION OF SHOPEE APPLICATION CONSUMERS: THE ROLE OF INNOVATIVENESS, PERCEIVED EASE OF USE, SOCIAL MEDIA MARKETING MEDIATED BY SATISFACTION

Abstract

In purchasing, consumers want to find convenience and practical purchasing, so service providers must be more innovative and able to provide marketing services needed by today's consumers. the purpose of this study is to provide insight for online shopping service providers, especially the Shopee application, on factors that influence their consumer purchase intention, such as innovativeness, perceived ease of use and social media marketing which is mediated by customer satisfaction. A total of 200 participants were involved in this study. The participants were purposively selected based on accidental random sampling who use Shoppe application. Partial Least Squares (PLS) 4 was used to process the data. Seven different hypotheses were raised in this research. The research findings show that innovativeness, perceived ease of use and social media marketing have significant effect on customer satisfaction and only social media marketing have no significant effect on purchase intention. These results help shoppe applications to extend their social media marketing, and also continuously innovate so that consumers find it easy to use.