Pengaruh Persepsi Kegunaan Persepsi Kemu

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Pengaruh Persepsi Kegunaan, Persepsi

Kemudahan, Persepsi Risiko, Kepercayaan, Inovasi

Pribadi dan Kesesuaian terhadap Sikap

Penggunaan E-commerce

By : Ulie Artha 0710233083

Dosen pembimbing : Zaki Baridwan SE.,MSi.,Ak.

Abstrak

Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi sikap penggunaan e-commerce dengan menggunakan model technology acceptance model (TAM) oleh Davis et al. (1989), theory of planned behavior (TPB) oleh Ajzen (1991), serta

Innovation Diffution Theory (IDT) yang dikemukakan oleh Rogers (1964). Penelitian ini

dilakukan di Jurusan Akuntansi Universitas Brawijaya Malang. Penelitian ini memperoleh respon sebanyak 152 orang mahasiswa Jurusan Akuntansi Universitas Brawijaya yang minimal mengetahui tentang transaksi e-commerce. Peneliti menggunakan teknik regresi linier berganda dengan software SPSS 16 untuk menguji data penelitian. Hasil analisis untuk model ini menunjukkan bahwa secara simultan, variabel persepsi kegunaan, persepsi kemudahan, persepsi risiko, kepercayaan, inovasi pribadi dan kesesuaian secara simultan berpengaruh signifikan terhadap sikap penggunaan e-commerce. Sedangkan secara parsial menunjukkan bahwa variabel kepercayaan dan kesesuaian berpengaruh secara signifikan terhadap sikap penggunaan e-commerce. Persepsi kegunaan, persepsi kemudahan, persepsi risiko, dan inovasi pribadi tidak berpengaruh secara signifikan terhadap sikap penggunaan

e-commerce. Hal ini berarti bahwa sikap penggunaan e-commerce dipengaruhi oleh variabel

kepercayaan dan kesesuaian. Implikasi dari penelitian ini relevan bagi sektor bisnis online khususnya pihak manajemen dan analis sistem e-commerce agar memperhatikan kepercayaan dan kesesuaian dalam menerapkan dan mengembangkan traksaksi e-commerce.

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Influence of Perceived Usefulness, Perceived Ease of Use,

Perceived Risk, Trust, Personal Innovativeness And

Compatibility to Attitude Toward Using E-Commerce

Arranged by: Ulie Artha 0710233083

Advisory Lecturer: Zaki Baridwan SE.,MSi.,Ak.

Abstract

This research are proposed to examine some factors that influence the attitude toward using e-commerce by using of technology acceptance model (TAM) by Davis et al (1989), theory of planned behavior (TPB) by Ajzen (1991), and Innovation Diffusion Theory (IDT) by Rogers (1964). This research was conducted at Accounting Majors of Brawijaya University in Malang. Researcher has got response from 152 students of Accounting Brawijaya University that knows about e-commerce transactions. The data were analyzed by using multiple regression analysis by SPSS software 16. The analysis results of this regression indicate that simultaneously, the variable perceived usefulness, perceived ease of use, perceived risk, trust, personal innovativeness and compatibility significant influence attitude toward using e-commerce. Beside that, partially indicates that trust and compatibility are significantly influence the attitude toward using e-commerce. Perceived usefulness, perceived ease of use, perceived risk and personal innovativeness are not significantly influence the attitude toward using e-commerce. It could be conclude that the attitude toward using e-commerce is influenced by trust and compatibility. The implications of this research relevant to online business sector, particularly the management and e-commerce systems analysts to consider some factors which influence the trust and compatibility in implementing and developing e-commerce transaction.

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