Assessing Acceptance of Electronic Marketing among Consumers of Agribusiness Products

This study aimed to identify factors of electronic marketing (e-marketing) acceptance and how they influence the acceptance among consumers of Hartanimart.com. This type of research refers to the influences of the independent variables (i.e., usefulness, ease, attitude, and subjective norm) on the dependent variable (i.e., the use of e-marketing). The samples used were 100 people who made a purchase seed through Hartanimart.com by the method of accidental. Data were analyzed statistically using the partial least square structural equation modeling (PLS-SEM) method. The results of the study found that three assumptions were accepted, i.e. a factor of usefulness, ease, and subjective norms have a significant level of 0.05 and the value of t-count is greater than t-table
$\boldsymbol{(> 1.96)}$
against the use of e-marketing Hartanimart.com and one of them was rejected, i.e., the factor of attitude did not affect significantly influence the use of e-marketing Hartanimart.com. Factors of usefulness, ease, and subjective norm can support consumers in increasing the use of e-marketing.