SME’S INTENTION TO USE PAID ONLINE AD: THE THEORY OF PLANNED BEHAVIOR APPROACH

• Main Author: Ichsana, Yera
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64602
• Institution: Institut Teknologi Bandung

SME have a considerable role in increasing GDP in Indonesia. One way to help SME to increase their contribution to the country is to encourage SME to use paid online advertising. The purpose of this study is to find out and describe in general how far the influence of attitudes, subjective norms, and behavioral control perceptions of the interest of Small and Medium Enterprises (SME) in using paid online advertising. This research uses the causality method with a quantitative approach. The analysis technique used in this study is to look at the significance of the data both partially and simultaneously. The subjects of this study were SME owners who were operational and had used e-commerce platforms in the city of Bandung with 90 respondents. Furthermore, researchers use non-probability sampling in the sampling technique that researchers use with the type of convenience to make it easier for researchers to get samples. The results of this study indicate that the level of significance both partially and simultaneously shows that attitudes, subjective norms, and behavioral control perceptions have a positive and significant effect on the interests of SME owners to use paid online advertising. The implication of this research for business practitioners is that it can help SME by identifying factors that influence SME's intention in using paid online advertising and business management science is able to prove the Theory of Planned Behavior influences SME's interest in using paid online advertising.