Digital economic potential through eCommerce business, both in the fields of trade, education,
retail, fundraising has the opportunity to develop rapidly
in Indonesia. Research to test the extent of the effects
Image Interactive Technology (IIT), usefulness, easy of
Use, and behavioral intention contained in selling goods
online to attract customers so that choosing an online
shop marketplace becomes convenient online shopping.
This research is an explanatory research, the location of
this study was conducted in the city of Malang, East Java.
Population in study were all people who purchased goods
in an online shop through a website or social media with
a sample of 204 respondents. techniques analysis using
Analysis Statistical Descriptive, Path Analysis and
Testing Hypotheses. Analysis results 1). Image Interactive
Technology has a effect significant on Behavioral
Intention, 2). Perceived Ease of Use and Perceived
usefulness have a significant effect on Perceived of Trust,
3). the variable Perceived Ease of Use has a significant
effect on the Behavioral Intention variable, 5). The effect
of Perceived usefulness has no significant effect on
Behavioral Intention, 6). Perceived of Trust has a
significant effect on Behavioral Intention variable, 7).
Perceived Ease of Use variable has a significant effect on
Behavioral Intention through Perceived of Trust variable
and 8). Perception Usefulness variable also has a
significant influence on Behavioral Intention through the
Perceived of Trust variable.
Keywords : Image Interactive Technology, Perceived Ease of Use, Perceived Usefulness, Behavioral Intention and Perceived of Trust.