Binus Business Review
Vol. 8 No. 3 (2017): Binus Business Review

Online Marketing Enterprise of Jombang Culinary from TAM and VEM Perspective on Social Media

nuri purwanto (STIE PGRI Dewantara Jombang)
Kristin Juwita (STIE PGRI Dewantara Jombang)

Article Info

Publish Date
30 Nov 2017


The purpose of this research was to develop, evaluate, and test antecedent model with trust as an intermediary variable of Technology Acceptances Model (TAM) and Virtual Experiential Marketing (VEM) for buying intention. It used purposive sampling technique with 300 respondents. The questionnaire results were evaluated and analyzed using Structural Equation Model (SEM) method with the analysis tools (the third version of SmartPLS). The research result shows that there is no effect between TAM and trust. In addition, there is a direct and positive influence of VEM on trust. The trust and TAM have a positive effect on buying intention. However, VEM does not affect buying intention. The results indicate that the trust cannot mediate TAM and buying intention. Meanwhile, trust can mediate between VEM and buying intention.

Copyrights © 2017

Journal Info





Economics, Econometrics & Finance


Binus Business Review is an international journal published in March, July, and November hosted by the Research and Technology Transfer Office (LPPM) of Universitas Bina Nusantara. The journal contents are managed by the Binus Business School, Faculty of Economics and Communications, and Forum ...