Penggunaan Teknologi Internet dalam Sistem Penjualan Online untuk Meningkatkan Kepuasan dan Pembelian Berulang Produk Batik pada Usaha Kecil dan Menengah di Jawa Timur

Authors

  • Muslichah Erma Widiana Fakultas Ekonomi, Universitas Bhayangkara Jl. Achmad Yani 114 Surabaya 60231
  • Henky Supit Fakultas Ekonomi dan Bisnis, Universitas Airlangga Jl. Airlangga 4-6 Surabaya 60286
  • Sri Hartini Fakultas Ekonomi dan Bisnis, Universitas Airlangga Jl. Airlangga 4-6 Surabaya 60286

:

https://doi.org/10.9744/jmk.14.1.72-82

Keywords:

percieved ease of use, percieved usefulness, satisfaction, usage intention

Abstract

Online bussiness can not be seperated from Customer Relationship Management (CRM). CRM strategies that heavily rely on the use of technology enhance producers’ knowledge about their consumers. According to the acquired knowledge, producers are able to improve and customize their interactions with their consumers, and thus this will create a long-term a long term relationship between producers and their respective consumers. This paper aims at analyzing the causal effect of the use of strategic CRM on marketing outcomes (CRM). The selected sample is based on a group of online batik buyers on Small and Medium Enterprises (SMEs) in East Java, for the period June-September 2010. This research employs a Structural Equation Modeling (SEM) technique. The results show that percieved ease of use has a statistically significant effect on perceived usefulness, satisfaction, and usage intention, percieved usefulness significantly affects satisfaction and usage intention, and satisfaction is significant for usage intention.

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Published

2012-04-10

How to Cite

Widiana, M. E., Supit, H., & Hartini, S. (2012). Penggunaan Teknologi Internet dalam Sistem Penjualan Online untuk Meningkatkan Kepuasan dan Pembelian Berulang Produk Batik pada Usaha Kecil dan Menengah di Jawa Timur. Jurnal Manajemen Dan Kewirausahaan, 14(1), 72-82. https://doi.org/10.9744/jmk.14.1.72-82

Issue

Vol. 14 No. 1 (2012): MARCH 2012

Section

Articles

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