THE INFLUENCE OF E-INTEGRATED MARKETING COMMUNICATION TO INTENTION TO USE WITH PERCEIVED RISK FACTOR FROM FINTECH INTEGRATION TO MARKETPLACE AS A MODERATING VARIABLE (doi:10.34820/FK2/NKCZBY)

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THE INFLUENCE OF E-INTEGRATED MARKETING COMMUNICATION TO INTENTION TO USE WITH PERCEIVED RISK FACTOR FROM FINTECH INTEGRATION TO MARKETPLACE AS A MODERATING VARIABLE

doi:10.34820/FK2/NKCZBY

Telkom University Dataverse

2022-06-21

2

DELIYANA , SITA, 2022, "THE INFLUENCE OF E-INTEGRATED MARKETING COMMUNICATION TO INTENTION TO USE WITH PERCEIVED RISK FACTOR FROM FINTECH INTEGRATION TO MARKETPLACE AS A MODERATING VARIABLE", https://doi.org/10.34820/FK2/NKCZBY, Telkom University Dataverse, V2

THE INFLUENCE OF E-INTEGRATED MARKETING COMMUNICATION TO INTENTION TO USE WITH PERCEIVED RISK FACTOR FROM FINTECH INTEGRATION TO MARKETPLACE AS A MODERATING VARIABLE

doi:10.34820/FK2/NKCZBY

DELIYANA , SITA (Fakultas Komunikasi Bisnis_KK Business, Innovation, Development)

Telkom University Dataverse

DELIYANA , SITA

DELIYANA , SITA

2022-06-20

Business and Management

This study aims to investigate the impact of the influence of E-Integrated Marketing Communication to Intention to Use with Perceived Risk Factor from Fintech Integration (Spaylater) to Marketplace as A Moderating Variable. In order to achieve the objectives of the study, the researchers deployed the descriptive analytical approach due to its relevance to this kind of research. The sample was purposive random sample of online customers who are using Spaylater in Java Island; 100 data samples were collected through the distribution of online questionnaires through social media. Statistical tests and data processing were carried out using Partial Least Square (SmartPLS 3.0) and Statistical Package for Social Sciences (SPSS 25). The research included three main variables with sub dimensions; E-IMC as the independent variable, Intention to Use and Perceived Risk representing the dependent variable. E-IMC sub dimensions were Online Advertising (OD), Online Public Relations (OPR), Online Relationship Communication (ORC) and online sales promotion (OSP). Research findings show that: (1) E-Integrated Marketing Communication has a positive effect on Intention to Use; (2) E-Integrated Marketing Communication has a positive effect on Perceived Risk; (3) Perceived Risk positively affects Intention to Use; (4) Perceived Risk has a positive moderate effect on the relationship between E-Integrated Marketing Communication and Intention to Use.

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