Determinant of Purchase Intention on Platform Religios-based e-Learning

Abstract

This study focuses on explaining the behaviour of purchase intention on platform religious-based e-learning in pandemic Covid-19 era. Furthermore, it explains the influence of religiosity on purchase intention through service involvement and platform involvement on platform religious-based e-learning. The samples in this study were selected by applying purposive sampling method with a sample of 180 respondents. This research is explanatory research. Data processing techniques using Structural Equation Modelling (SEM) method. This study results that the religiosity and trusting belief have a significant effect on the variable of purchase intention, as well as the religiosity has a significant effect on the variable of purchase intention through the services involvement and platform involvement as a moderation variable. In a pandemic era, the role of religiosity plays significant role on choosing the e-learning platform. Moreover, the service and platform involvement on the religiosity-based of e learning dependent on how depth the level of consumer’s religiosity.