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411

JOSS:

Journal of Social Science

MODERATING EFFECTS OF INTERNET TECHNOLOGY ON HOW

, ekasulastrisitanggang[email protected]

INTRODUCTION

ability to create competitiveness against its competitors. Competitiveness is the ability to

produce goods and services that meet international standards, while also maintaining high and

sustainable levels of revenue (Simamora, 2022). Businesses must be able to guarantee that

competitors are tough to imitate their competitiveness to establish a lasting competitive edge

(Porter, 1985). Tokopedia is one of the largest e-commerce in Indonesia Indonesia to compete

with other e-commerce such as Shopee, Jd.Id, Zalora, Lazada, and others. According to

(Databoks, 2022) Tokopedia has 158.3 million visitors, the highest number among other e-

commerce in Indonesia, followed by Shopee with 131.3 million visitors.

Moderating Effects Of Internet Technology On How Pop-Up

Ads And Brand Image Affect E-Commerce Competitiveness.

internet technology and its utilization have become crucial factor. The result of research by

(Rudy et al., 2008) explained that the use of Internet technology has proven to have a significant

effect on increasing e-commerce sales turnover and the number of customers. By using Internet

media, business units can expand their market share which has the potential to increase

company sales (Setiawati, 2017).

Tokopedia's competitiveness. Unlike prior research, this study attempts to clarify the role of

pop-up advertising and brand image on competitiveness, as well as the implications of internet

technology in moderating the influence of pop-up advertising and brand image on Tokopedia's

competitiveness.

influence of pop-up advertising and brand image on e-commerce competitiveness as moderated

by internet technology. This study's population consists of all residents of DKI Jakarta,

millennials aged 23–38 who have a job and are actively using the internet, the number of whom

is unknown. The sampling method used is purposive sampling, in which specific criteria are

determined to generate a representative sample (Sugiyono, 2018). A questionnaire was issued

to 100 respondents to obtain primary data. The number of samples is determined using the

Lemeshow formula since the entire population is unknown (Sugiyono, 2018). The Likert scale,

which evaluates the subject's response on a five-point scale, is used to examine respondents'

opinions

Vol 2, No 4 April 2023

(39%) with an average income of IDR 4,000,000 – 6,000,000 (48%) They are professionals

who work as government officials (54%) and have > 3 years using Tokopedia.

The Outer Model Assessment

indicators may represent the variables. In this study, Pop-up Ads (X1) are assessed by four

indicators, Brand Image (X2) by six indicators, Internet Technology (Z) by seven indicators,

and Competitiveness by three indicators. Because all indicators are reflected, this study uses

Composite Reliability and Cronbach's Alpha to examine the reliability, while Convergent

Moderating Effects Of Internet Technology On How Pop-Up

Ads And Brand Image Affect E-Commerce Competitiveness.

Vol 2, No 4 April 2023

Moderating Effects Of Internet Technology On How Pop-Up

Ads And Brand Image Affect E-Commerce Competitiveness.

Source: Processed data (2022)

Inner Model Assessment

that cannot be explicitly assessed. The link between latent constructs was investigated using

structural model assessments. Using the Smart PLS 3.0, this research results are presented as

Source: Processed data (2022)

Vol 2, No 4 April 2023

Table 6

0.688

Source: Processed data (2022)

the strength of the relationship, R2 may vary from 0.67 (very strong) to 0.33 (moderate) to 0.19

(weak), as stated by Chin (2010), According to this research, the R2 value of pop-up ads, the

significant effect between pop-up advertising and competitiveness with a statistical t value of

2.577 > t-table value of 1.96 and a p-value <0.05 meaning the hypothesis (H1) is accepted.

The results of this study are in line with the results of previous research conducted (Natsir &

Ernawati, 2020) that there is an effect of pop-up ads on competitiveness which is indicated by

increased consumer buying interest. The research results are also in line with the results of

(Anitawati & Apriliano, 2020), which explain that there is an effect of pop-up ads on product

competitiveness. However, the results of this study are not in line with the results of previous

studies conducted by (Edwards et al., 2002; Le et al., 2022) and (Mbugua & Ndavi, 2021).

the results of this study are also in line with the results of research conducted by (Panda et al.,

2019) which explains that there is an influence of brand image on a university’s

competitiveness.

internet technology on competitiveness with a statistical t value of 2.883 or > t table 1.96 and

a p-value <0.05 meaning the hypothesis is accepted. The results of this study are consistent

with many previous studies such as the research of (Buhalis & Zoge, 2007; Huo et al., 2016;

Moderating Effects Of Internet Technology On How Pop-Up

Ads And Brand Image Affect E-Commerce Competitiveness.

state that the use of information technology in business activities can strengthen the company's

competitive strategy and company competitiveness.

influence of internet technology as a moderating variable on the effect of pop-up ads on

competitiveness with a t statistic value of 3.271 > t table 1.96 and p-value <0.05 meaning the

hypothesis is accepted. The results of this study support the statements of (Chong & Micco,

2001; Huo et al., 2016; G. Li et al., 2009) regarding the important role of internet technology

in the digital marketing era. The results of this study are also consistent with the research

(Buhalis & Zoge, 2007) which states that information technology is a source of competitive

as a moderating variable on the influence of brand image on competitiveness with a statistical

t value of 2.627 > t table 1.96 and a p-value <0.05 meaning that the hypothesis is accepted. The

moderated by internet technology. The results of this study are in line with previous research

conducted by (Natsir & Ernawati, 2020) and (Anitawati & Apriliano, 2020). However, e-

commerce needs to properly design the use of pop-up ads so that pop-up ads don't hurt the

company. In several previous studies, pop-up ads proved not to have a positive effect on

competitiveness (Saraswati, 2014). In the research (Mbugua & Ndavi, 2021), pop-up ads have

been associated with negative perceptions of annoyance, irritation, and intrusiveness, meaning

that there are pop-up ads. In fact, in the research of (Edwards et al., 2002), pop-up ads upset

consumers and caused them to shut down online advertising entirely. This is consistent with

the character of pop-up ads which always appear suddenly on the computer screen when a

website is accessed (Moriarty & Mitchell, 2008) as an advertisement that appears suddenly on

CONCLUSION

Vol 2, No 4 April 2023

impact of brand image on competitiveness. According to this research, internet technology has

an important role in increasing competitiveness. Therefore, building internet technology

capabilities is a strategic step to increase competitiveness, particularly as more firms are turning

to digital marketing.

REFERENCES

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Chong, A., & Micco, A. (2001). On Information Technology and Competitiveness in Latin

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