Analisis Persepsi Pengguna Situs Marketplace Menggunakan Technology Acceptance Model (tam) (studi Kasus Pada Tokopedia)

Kenny Hairi Adha, Rishna Kusumahadi

Abstract

Abstrak Saat ini banyak sekali bisnis yang bergerak di bidang kuliner seperti rumah makan dan restaurant cepat saji. Salah Perkembangan teknologi dan informasi di Indonesia semakin berkembang dan memberi dampak yang besar bagi kehidupan manusia saat ini. Kemudahan akses internet dimanfaatkan oleh orang-orang untuk melakukan transaksi online karena banyak memberikan keuntungan bagi pembeli dan penjual. Kondisi permasalahan diatas, akan dijadikan dasar penelitian tentang persepsi pengguna dalam mengakses dan menggunakan situs marketplace dengan judul yaitu “Analisis Persepsi Pengguna Situs Marketplace Menggunakan Technology Acceptance Model (TAM) (Studi Kasus Pada Tokopedia)â€. Dalam penelitian ini, metode yang digunakan yaitu metode penelitian kuantitatif. Tujuan dari penelitian ini adalah konklusif atau penelitian kausal. Setting penelitian ini adalah non contrived setting. Variabel independen pada penelitian ini adalah Perceived Ease Of Use, Perceived Usefulness, Attitude Toward Using, dan behavioral intention. Dalam penelitian ini skala pengukuran yang digunakan adalah skala likert. Populasi dalam penelitian ini adalah masyarakat pengguna e-commerce Tokopedia di seluruh Indonesia. Sampel ini diambil secara acak dari keseluruhan sampel yang bersedia mengisi kuesioner ini. Teknik analisis data menggunakan Structural Equation Modelling (SEM) dengan Software smart PLS 3.2.7. Berdasarkan hasil penelitian yang dibuat, maka hasil penelitian, didapat bahwa 1) Perceived Ease Of Use berpengaruh signifikan terhadap Behavioral Intention to Use. 2) Peceived usefulness tidak berpengaruh signifikan terhadap Behavioral Intention to Use. 3) Attitude Toward Using berpengaruh signifikan terhadap Behavioral Intention to Use. 4) Behavioral Intention to Use berpengaruh signifikan terhadap Actual Usage. . Kata kunci: Model TAM, Aplikasi, Tokopedia Abstract Currently, there are many businesses engaged in the culinary sector, such as restaurants and fast food restaurants. The development of technology and information in Indonesia is growing and has a big impact on human life today. The ease of internet access is used by people to make online transactions because it provides many benefits for buyers and sellers. The above problem conditions will be used as the basis for research on user perceptions in accessing and using marketplace sites with the title "Analysis of Marketplace Site User Perceptions Using the Technology Acceptance Model (TAM) (Case Study on Tokopedia)". In this research, the method used is quantitative research methods. The aim of this research is conclusive or causal research. The setting of this research is non contrived setting. The independent variables in this study are Perceived Ease Of Use, Perceived Usefulness, Attitude Toward Using, and behavioral intention. In this study, the measurement scale used is the Likert scale. The population in this study is the Tokopedia e-commerce user community throughout Indonesia. This sample is taken randomly from all samples who are willing to fill out this questionnaire. The data analysis technique used Structural Equation Modeling (SEM) with Smart PLS 3.2.7 Software. Based on the results of the research made, it is found that 1) Perceived Ease Of Use has a significant on Behavioral Intention to Use. 2) Perceived Usefulness has no significant effect. 3) Attitude Toward Using has a significant on Behavioral Intention to Use. 4) Behavioral Intention to Use has a significant on Actual Usage. Keywords: TAM Model, Application, Tokopedia

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