The Impact of Product Description and Involvement on Purchase Intention in Cross-Border E-Commerce Using Application Alibaba.com

Prayogo, Wibisono Adi and , Soepatini S.E., M.Si., Ph.D (2024) The Impact of Product Description and Involvement on Purchase Intention in Cross-Border E-Commerce Using Application Alibaba.com. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This quantitative method study aims to determine whether product descriptions have an effect on purchase intention, with cognitive and affective involvement as part of product involvement, enduring and situational involvement as part of platform involvement. This study is based on the Involvement theory, and previous studies on product descriptions, product involvement, platform involvement, and purchase intention on online platforms. The number of samples in this study was 121 respondents, with sample determination using purposive sampling technique, with the criteria for respondents being consumers who have never purchased on the Alibaba.com marketplace. The data analysis method used is Structural Equation Modeling Partial Least Square (SEM-PLS) with SmartPLS 3.2.6 software. This study found that affective involvement, and situational involvement have a positive and significant effect on purchase intention on the Alibaba.com marketplace. However, in this study, product descriptions, cognitive involvement, and enduring involvement do not have a significant effect on purchase intention. Unlike previous studies, enduring involvement has a significant relationship with purchase intention. Through this study, it can be said that strong emotional appeal and consumer's current situation makes a product particularly relevant can significantly impact purchase intention. Implications for further researchers, it is recommended to reuse the variables of cognitive involvement, enduring involvement, and purchase intention as well as other variables that can lead to enduring involvement and cognitive involvement towards purchase intention. Various types of products, populations, and analysis models can be used to conduct further research to provide a more complete and precis picture and data.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	deskripsi produk, niat membeli, keterlibatan kognitif, keterlibatan afektif, keterlibatan bertahan, dan keterlibatan situasional.
Subjects:	H Social Sciences > HD Management, Business and Labor H Social Sciences > HD Management, Business and Labor > Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	WIBISONO ADI PRAYOGO
Date Deposited:	26 Oct 2024 04:32
Last Modified:	26 Oct 2024 04:32
URI:	http://eprints.ums.ac.id/id/eprint/128346

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