THE ANALYSIS OF BUSINESS MODEL CANVAS ON THE DESIGN OF ELECTRONIC COMMERCE SYSTEMS BASED ON THE INDONESIAN ARMY

Resumen

This research aimed to know about framing the market opportunity, formulating the market strategy, designing the customer experience, the effect of crafting the customer interface, designing the market program, leveraging customer information through technology, evaluating marketing program, on purchase intention to design e-commerce using business modal canvas on the basis of Indonesian military Army (TNI-AD). This study used quantitative methodology with explanation research as the research type. It explains on the causal connection between variables from the hypothesis test. The result showed that from the variable Y (analyze of internet marketing on brand awareness) had significant effect on the 7 elements except 1 element of evaluating the marketing program. For variable Z (analyze of internet marketing on purchase intention) indicates significant effect on the 7 elements except 1 element of formulating the market strategy. Moreover, for variable Y and Z (analyze of internet marketing on brand awareness and purchase intention) had 5 elements with no significant effect on both and 3 elements with a significant effect.