• Kenny Masbagusdanta
    IPB University
  • Arif Imam Suroso
    IPB University
  • Bagus Sartono
    IPB University

Keywords: Advertising value, UTAUT2, Online video advertising, Mobile application, Tokopedia

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Published Jun 30, 2026
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How to Cite
Masbagusdanta, K., Suroso, A. I., & Sartono, B. (2026). The Effect of Tokopedia’s Online Advertising Value and Features on Consumers’ Use Behavior: A Study Utilizing UTAUT2. Jurnal Organisasi Dan Manajemen, 22(1), 143–171. https://doi.org/10.33830/jom.v22i1.7592.2026
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