标题：Penggunaan Teknologi Internet dalam Sistem Penjualan Online untuk Meningkatkan Kepuasan dan Pembelian Berulang Produk Batik pada Usaha Kecil dan Menengah di Jawa Timur
期刊名称：Jurnal Manajemen dan Kewirausahaan (Journal of Management and Entrepreneurship)
印刷版ISSN：1411-1438
出版年度：2012
卷号：14
期号：1
页码：72-82
DOI：10.9744/jmk.14.1.72-82
语种：English
出版社：Institute of Research and Community Outreach - Petra Christian University
摘要：Online bussiness can not be seperated from Customer Relationship Management (CRM). CRM strategies that heavily rely on the use of technology enhance producers’ knowledge about their consumers. According to the acquired knowledge, producers are able to improve and customize their interactions with their consumers, and thus this will create a long-term a long term relationship between producers and their respective consumers. This paper aims at analyzing the causal effect of the use of strategic CRM on marketing outcomes (CRM). The selected sample is based on a group of online batik buyers on Small and Medium Enterprises (SMEs) in East Java, for the period June-September 2010. This research employs a Structural Equation Modeling (SEM) technique. The results show that percieved ease of use has a statistically significant effect on perceived usefulness, satisfaction, and usage intention, percieved usefulness significantly affects satisfaction and usage intention, and satisfaction is significant for usage intention.
关键词：percieved ease of use, percieved usefulness, satisfaction, usage intention
