Published date: Jun 02 2021

Journal Title: KnE Social Sciences

Issue title: International Conference on Art, Design, Education and Cultural Studies (ICADECS)

Pages: 213-220

DOI: 10.18502/kss.v5i6.9198

Syarif HidayatullahUniversity Merdeka of Malang, Indonesia

Harianto RespatiUniversity Merdeka of Malang, Indonesia

Ahmad FarhanUniversity of Pasantren Tinggi Darul Ulum of Jombang, Indonesia

Ike Kusdyah RachmawatiInstitute Technology and Business of Asia Malang, Indonesia

Eko AristantoUniversity Merdeka of Malang, Indonesia

The high potential for growth in the digital economy through e-commerce has penetrated various aspects of business life. This research focused on image interactive technology because using animation and image design through social media can provide an attractive nuance to the viewer and generate more trust. The sale of goods online requires an active and attractive nuance of content so that customers are happy and choose online sales media as a convenient online shopping medium. This research was conducted in Malang City, East Java, with a sample of 190 respondents, all of whom have transacted online or bought their necessities online. The data were analysed through path analysis and hypothesis testing. The results demonstrate that image interactive technology influences perceived trust and behavioral intention, either directly or indirectly.

Keywords: (IIT) Image Interactive Technology, behavioral intention, perceived trust, online

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