Analisis Faktor Penerimaan Dan Penggunaan Teknologi Dengan Menggunakan Technology Acceptance Model (Tam) Pada Pengguna Instant Messaging Whatsapp
Abstract
Abstrak Aplikasi Instant Messaging yang tersedia di Indonesia adalah Line,WhatsApp, WeChat, Blackberry Messenger (BBM). Pada Januari 2017 Pengguna aplikasi WhatsApp di Indonesia semakin meningkat dengan jumlah mencapai 35,8 juta pengguna. Tidak semua teknologi yang tercipta dapat diterima, teknologi yang tercipta terkadang dapat diterima ataupun ditolak karena beberapa sebab. Untuk memprediksi faktor-faktor penyebab penerimaan sebuah teknologi dapat menggunakan Technology Acceptance Model (TAM). Pada penelitian ini menggunakan metode kuantitatif dengan tujuan penelitian yaitu deskriptif dan konklusif. Teknik analisis data menggunakan analisis deskriptif dan SEM PLS dengan sampel yang digunakan pada penelitian ini berjumlah 400 responden. Variabel yang digunakan pada penelitian ini adalah Perceived Ease of Use (PEU), Perceived Usefulness (PU), Attitude Towards Use (ATU), dan Behavior Intention to Use (BI). Berdasarkan hasil pengujian didapatkan hasil PEU berpengaruh positif dan signifikan terhadap PU, PEU berpengaruh positif dan signifikan terhadap ATU, PU berpengaruh positif dan signifikan terhadap ATU, dan ATU berpengaruh positif dan signifikan terhadap BI. Diharapkan WhatsApp dapat menambahkan fitur email untuk dapat memiliki akun WhatsApp agar para pengguna dapat menambahkan teman lebih banyak, karena pada saat ini WhatsApp hanya berbasis nomor telefon untuk memiliki akun WhatsApp. WhatsApp perlu memperluas operating system untuk mendukung pemakaian aplikasi WhatsApp disetiap jenis mobile phone. Selain itu WhatsApp harus mempertahankan kemudahan dan manfaat dalam penggunaannya dan terus berinovasi. Kata Kunci: WhatsApp, Instant Messaging, Technology Acceptance Model (TAM) Abstract Instant messaging was originally created to facilitate human communication. Only by relying on the internet network and smart devices, humans can be connected to anywhere and anytime. Instant Messaging applications available in Indonesia for example are Line, WhatsApp, WeChat, Blackberry Messenger (BBM).. In January 2017 WhatsApp applications users in Indonesia are increasing with the number reaching 35.8 million users. Not all of the technologies created are acceptable, the technology created is sometimes acceptable or rejected for several reasons. To predict the factors causing acceptance of a technology can use the Technology Acceptance Model (TAM). In this study using quantitative methods with the purpose of research that is descriptive and conclusive. Data analysis technique using descriptive analysis and SEM PLS with the sample used in this study amounted to 400 respondents. The variables used in this study are Perceived Ease of Use (PEU), Perceived Usefulness (PU), Attitude Towards Use (ATU), and Behavior Intention to Use (BI). Based on the test results obtained PEU positive and significant influence on PU, PEU have a positive and significant influence on ATU, PU have positive and significant influence on ATU, and ATU have positive and significant influence to BI. It is expected that WhatsApp can add email as features to be able to have WhatsApp account for users to add more friends, as there are currently only phone numbers to have WhatsApp accounts. WhatsApp requires an operating system to support the application of WhatsApp in every type of mobile phone. In addition WhatsApp should have the ease and benefits in the use and continue to innovate. Keywords: WhatsApp, Instant Messaging, Technology Acceptance Model (TAM)
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