Analisis Niat Penggunaan Tokopedia Dengan Pendekatan Technology Acceptance Model (studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis )

Abstract

ABSTRAK Tokopedia adalah salah satu marketplace di indonesia untuk jual beli online. Tokopedia merupakan situs yang sering dikunjungi dengan peringkat ke-9 pada tahun 2016. Teknologi yang dipakai Tokopedia bisa mempengaruhi minat pengguna tokopedia dari bidang keamanan, kegunaan, Kenyamanan, dan maafaat. Penelitian ini bertujuan untuk menganalisis teknolologi dari Tokopedia dalan menggunkan tokopedia. Variabel yang dipakai dalam penelitian ini adalah Perceived Uselfulness, Perceived ease of Use, Security and Privacy, dan Perceived Enjoyment terhadap Behavioral Intention to use untuk jual beli online. Penelitian ini merupakan penelitian kuantitatif dengan data deskriptif dan kausal. Populasi yang digunakan adalah mahasiswa Fakultas Ekonomi dan Bisnis di Telkom University pengguna Tokopedia yang melakukan jual beli online dengan sampel 118 responden. Data yang terkumpul dari 21 pertanyaan kuisioner diolah dengan menggunakan IBM SPSS 24 dengan teknik analisis regresi linier berganda. Berdasarkan hasil secara simultan bahwa Perceived Uselfulness , Perceived ease of Use, Security and Privacy , dan perceived Enjoyment berpengaruh positif terhadap Behavioral intention to Use dalam melakukan jual beli online. Berdasarkan Hasil Secara parsial bahwa perceived Uselfullness berpengaruh positif terhadap Behavioral Intention to Use dalam jual beli online di tokopedia . Kata kunci: Technology Acceptance Model (TAM), Perceived Usefulness, Perceived Ease of Use, Security and Privacy, Perceived Enjoyment, Tokopedia. ABSTRACT Tokopedia is one of the marketplace in indonesia for buying and selling online. Tokopedia is a frequently visited site ranked 9th by 2016. The technology used by Tokopedia can affect the interest of tokopedia users from security, usability, convenience, and apology. This study aims to analyze the technolology of Tokopedia in using tokopedia. The variables used in this study are Perceived Uselfulness, Perceived Ease of Use, Security and Privacy, and Perceived Enjoyment to Behavioral Intention to use for online trading. This research is a quantitative research with descriptive and causal data. The population used is a student of Faculty of Economics and Business at Telkom University Tokopedia users who do online buying with a sample of 118 respondents. Data collected from 21 questionnaire questions were processed using IBM SPSS 24 with multiple linear regression analysis techniques. Based on the results simultaneously that Perceived Uselfulness, Perceived ease of Use, Security and Privacy, and ISSN : 2355-9357 e-Proceeding of Management : Vol.5, No.3 Dsember 2018 | Page 3020 Perceived Enjoyment positively influence Behavioral intention to Use in conducting online buying and selling. Based on the Results Partially that perceived uselfullness positively affect the Behavioral Intention to Use in online buying and selling in tokopedia. Keyword: Technology Acceptance Model (TAM), Perceived Usefulness, Perceived Ease of Use, Security and Privacy, Perceived Enjoyment, Tokopedia.