THE IMPACT OF PRODUCT DESCRIPTION OF INVOLVEMENT PLATFORM TOWARDS PURCHASE INTENTION AT ONLINE STORES ON THE MARKETPLACE PLATFORM
This quantitative method research aims to determine whether the product description influences purchase intention, with the mediation of enduring and situational involvement as part of platform involvement. This research is based on the Theory of Planned Behavior (TPB), Involvement theory, and previ...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Brawijaya
2022-11-01
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| Series: | Jurnal Aplikasi Manajemen |
| Subjects: | |
| Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/2842 |