BEHAVIOR USING ONLINE ADVERTISEMENT: USING TAM (TECHNOLOGY ACCEPTANCE MODEL).

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THESIS

BEHAVIORUSINGONLINEADVERTISEMENT:USINGTAM

(TECHNOLOGYACCEPTANCEMODEL)

BY:

MRIDOMULIAPUTRA

0810524105

ProposedasapartialrequirementtoobtainBachelorDegree

INTERNATIONALMANAGEMENTDEPARTMENT

ECONOMICSFACULTY

ANDALASUNIVERSITY

PADANG

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This thesis has already examined and passed on April 30, 2012. This abstract has already approved

Alumnus has already registered at Faculty/University and gets Alumnus’ Number:

____________ Signature

Staff of Faculty/University Alumni’ Number At Faculty Name Signature Alumni’ Number At University Name Signature

Alumni’NumberatUniversity: _M._Rido_Mulia_Putra Alumni’NumberatFaculty:

a) Place/Date of Birth: Painan/ October f) Graduation Date: April 30, 2012

BEHAVIORUSINGONLINEADVERTISEMENT:USINGTAM(TECHNOLOGY

ACCEPTANCEMODEL)

BachelorThesisby:M.RidoMuliaPutra Supervisor:Dr.VeraPujani,SE,M.Tech

Abstract

The current research proposes the testing of TAM (Technology Acceptance Model) on online advertisement of Andalas

Universitystudentwithtotalof220respondentsparticipatedinthisresearchbyusingconveniencesamplingtechniqueand

total question are 26 items. The findings indicate that perceived ease of use, perceived usefulness and attitudes toward

onlineadvertisementwerepositivelyrelatedtobehaviorintention.

Keywords:tam,attitude,behavioralintention,onlineadvertisement

Signature 1 2 3

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PREFACE

InthenameofAllahSWTTheMostMerciful,theMostGracious….

Alhamdulillah,allpraisestoAllahSWRforgivingmechances, guidelines,

knowledge,abilitiesandeagernesstofinishthisthesiswiththetitle“BehaviorUsing

OnlineAdvertisement:UsingTAM(TechnologyAcceptanceModel)”.

This thesis was conducted in order to fulfill one of requirement for an

UndergraduateDegreeinManagementDepartment –EconomicFacultyofAndalas

UniversityforgettingaBachelordegree.Thisthesishasbeenpreparedaswellasthe

capabilityofresearcher.

Researcher realizes that this thesis cannot be finished without supports and

helpsfromsuchpartieswhocannotbementionedall.Onthisoccurrence,Iwouldlike

toexpressmygratitudetothosewhohavesupports,facilitatingandencouragingmein

life,especiallyinacademics.

Researcher understands that this thesis still needs improvement due to few

limitations.I,thereforewouldgladlywelcomesuggestionsandcriticstoimproveits

quality. Researcher hopes that this thesis will make valuable contribution to

academicians,studentsandreadersingeneral.Amin.

Padang,May2012

Researcher

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ACKNOWLEDGEMENT

InthenameofAllah,themostgracious,themostmerciful.Alhamdulillah,praiseisto

AllahSWTwhohasgiventhewriterstrengthandchancetofinishthisthesiswithtitle

“Behavior Using Online Advertisement: Using TAM (Technology Acceptance

Model)”.

Writer realizes that this thesis is still far from perfection. So, writer is expecting

guidanceandsuggestiontomakethisthesisbetter.Writeralsorealizesthatsuccessful

cannotbeseparatedfromthefavorsandassistancesofexceptionalpeopletowhomI

amverygrateful.Onthisoccurrence,Iwouldliketoexpressmygratitudetothosewho

havesupportandencouragemeonmylife,especiallyinacademiclife.

1. Myendlessloveisdedicatedtomybelovedfamily.Alotofthanksmustbe

deliveredtomybelovedfather,Idealsyah,theonewhoalwaysdemandingmy

thesis,supportingmeallthetime,mymotherUmmulChair,dearestpersonin

theworld,mybrotherSonnyYossPartyandmysisterMayaSari.Ialsowould

liketothanktobangIjunandkakVanny,and….mythreelittleheroes,Andra,

Aksel,andLuthfi.

2. Prof.Dr.H.SyafruddinKarimi,SE,MA,astheDeanofEconomicFaculty.

3. Dr.HarifAmaliRivai,SE,M.SiastheHeadofManagementDepartmentand

mythesisexaminers.

4. Iamverythankfultomysupervisorandacademicadvisor,Dr.VeraPujani,SE,

M.Tech. who guided and lead me to complete my thesis. You’re very

cooperative conveying your clear and sensible ideas for the sake and the

goodnessofmythesis.

5. DianRaniYolanda,SE,M.Bussasmythesisexaminers.Thankyouforyour

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6. AlllecturersofInternationalProgram.Thankyouverymuchforteachingand

educatingme.MayAllahblessyouall.

7. Forallmybestf*censored*friends,Rendi,Yudi,Ericha,Nita,Ieie,andFeni

whoalwaysthere,don’tstoplovingmeokay!

8. AllInternationalManagement’08members.Thanksforthetogethernessand

thefavorsalongourwayincampus,toallmyfans<3thanksforyourpatience

infacingme,hehe

9. For those who included in Faculty of Economics big-family, management

bureaustaffs,dean’sofficestaffs,InternationalProgramstudents,andmany

unmentionednames.Thankyouverymuch.

10. Rimon,myroommate,finishyourthesisASAP!Tiara,Bowo,Yonacs.Kak

Ayu:pthank youverymuchforsupporting,motivation,andhelpingmeat

everything,MembersofKKNManggopoh2011,ourprecioustwomonthswith

pakPongandnekgadih,sounforgettable.

Lastbutnotleast,manygreatthankstootherpartiesthatcan’tbementioned

above,allofyourhelpsareverymeaningfultome.

Padang,May2012

Writer,

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TABLE

OF

LIST

OF

TABLES

Table3.1PopulationofAndalasUniversityStudents... 32

Table3.2Likert’sScale... 33

Table3.3OperationDefinition... 34

Table3.4EvaluationofSEMwithGoodnessofFitMeasure... 38

Table4.1SurveyResult... 39

Table4.2RespondentBasedonGender... 41

Table4.3RespondentBasedonAge... 41

Table4.4RespondentBasedonDegree... 42

Table4.5RespondentBasedonFaculties... 43

Table4.6RespondentBasedonProgramStudies... 43

Table4.7RespondentBasedonOnlineLocation... 44

Table4.8RespondentBasedonOnlineDuration... 45

Table4.9RespondentBasedonActivitiesduringusingInternet... 45

Table4.10BehavioralIntention... 46

Table4.11EaseofUse... 47

Table4.12Attitude... 48

Table4.13PerceivedofUsefulness... 49

Table4.14ValidityTestingBehavioralIntention... 50

Table4.15ValidityTestingofEaseofUse... 50

Table4.16ValidityTestingofAttitude... 51

Table4.17ValidityTestingofPerceivedofUsefulness... 52

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Table4.18ReliabilityTesting... 53

Table4.19NormalityTesting... 55

Table4.20NormalityTestingAfterTransform... 56

Table4.21EvaluationofSEMwithGoodnessoffitMeasure... 59

Table4.22RegressionWeight... 61

Table4.23RegressionWeightH1... 63

Table4.28SummaryofHypothesesTesting... 65

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LIST

OF

FIGURES

Figure1.1StructureoftheResearch... 6

Figure2.1TheoryofReasonedAction... 12

Figure2.2TheoryAcceptanceModel... 15

Figure2.3IndividualBehaviorFramework... 21

Figure2.4ResearchModel... 29

Figure4.1PathDiagramfortheInitialTheoreticalModel... 62

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CHAPTERI

INTRODUCTION

1.1BackgroundofResearch

Technologygrowthrapidlyoverthetime.Internetisoneofthemostuseful

inventionintheworld.Internetisaninterconnectednetworkofavastnumberof

networksandcomputerstogether(LaudonandTraver,2004).Theoriginalaimof

internetistocreateanetworkthatwouldallowusersofaresearchcomputeratone

universitytoableto“talkto”researchcomputersatotheruniversities. Today,the

internetisapublic,cooperative,andself-sustaining,theinternetusesaportionofthe

totalresourcesofthecurrentlyexistingpublictelecommunicationnetworks.Anyone

can use or operate the Internet. They can use internet for many purpose, like

entertainment,business,education,andothers.Byusinginternet,wehaveaccessto

millionsofpagesinformation.

The revolutionary nature of the internet has dramatically impacted the

computerandcommunications’worldlikenothingbefore.Almostinstantaneously,

theInternetwithitsworldwidetransmissioncapabilityhasbecomeamechanismfor

informationdissemination,andamediumforcollaborationandinteractionbetween

individualsandtheircomputerswithoutregardforspace,timeandlocation(Leiner,

2003).TheInternetrevolutionhaschangedthewayindividualswork,shop,search

and collect information, and how they entertain and educate themselves. The

technology has allowed for greater user capabilities, such as two-way

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communication, control of navigation and creation of content, while the

pervasiveness of this medium has created new challenges and opportunities for

businesses’ competing in today’s dynamic environment, such as understanding

consumerneedsandexpectationsinonlinecommunicationandinteraction.

Advertisementdefinitionis“anypaidformofnonpersonalpresentationand

promotionofideas,goodsorservicesbyanidentifiedsponsor”(Kotler2003,p.590).

Therearesomanyadvertisementsthatcanbefoundininternet.OnlineAdvertising

canbedefinedasinternetadvertisingwhosegoalitistodrivecustomerstoyour

websiteorlocations,ortomakeacallregardingyoursproductsorservices.

Whiletraditionaladvertisingisusedbymanycompaniestodrivecustomersto

theirwebsites,manybusinessesaretryingonlineads(suchasbanners,pay-per-click

ads, pay-per-call ads and pop-ups) in e-newsletters, on compatible websites, on

search enginesand inonlineversionsofnewspapersand magazinesas awayof

reachingpeoplewhousetheinternetforshoppingorgatheringinformation.

Onlineadvertisingisnolonger“new”tobusinesses.Wecanfindthemin

socialnetworksitelikeFacebookandMySpace.Notonlyhasthat,businessesalso

madespecialaccountinTwittertopromotetheirproductsandservices.Infacebook

wecanfindsomanyadvertisements,likeclothes,gadget,toys,sportequipments,and

otherstuff.Theyputtheadvertisementontherightsideofpages.Ifyouclickthe

advertisement,thenyouwilldirecttotheadvertisementpage.

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The growing availability and usage of Internet, particularly broadband

Internet, has created a large audience for Internet advertising. More people are

spendingmoretimeonline.TheInternethasreachedwellbeyondthecriticalmassto

beconsideredamediumeconomicallyviableforadvertisers.

Developmentofnewonlineadvertisingformatscontinuesastheimproved

infrastructureofthemediumhasofferedpublishersandadvertisersmorepossibilities

toadoptmorerichandcompellingelementsincreatingadvertisingmessages.From

the original banner advertisements to large rectangles, skyscrapers, pop-ups,

interstitials,flashanimations,streamingvideos,andsearch-enginesponsoredlinks,

advertisers,advertisingagencies,andInternetpublishersaretryingagreatvarietyof

differentformatstograbInternetusers’attention. Aquestionnaturallyfollows:Are

theyeffective?

TAMisonemodelusedtopredictinformationsystemusage.DavisD.Fred

(1989) developed the Technology Acceptance Model that does so by using the

independent variables of Perceived Usefulness and Perceived Ease-of-Use. TAM

detailshowuserscometoacceptanduseatechnology(DavisD.Fred1989).The

model suggests that when users receive a new software package, two factors

influencetheirdecisionabouthowandwhentheywilluseit.TheyarePerceived

Usefulness(PU)andPerceivedEase-of-Use(EOU;DavisD.Fred1989).Thismodel

is one of the most widely employed in the IT literature in terms of predicting

behavioralintenttousetechnologies.Sointhisresearch,researcherusesthismodel

toseebehavioralofuserstowardonlineadvertisement.

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TAM’sfourmajorvariablesare:PerceivedUsefulness(PUasusedwithinthis

research), Perceived Ease-of-Use (PEOU as used within this research), Attitude

towardUsing(A),andBehavioralIntention(BI).PerceivedUsefulnessisusedas

bothadependentandindependentvariablesinceitispredictedbyPerceived

Ease-of-Use,andisusedtopredictAttitudetowardUsing.Behavioralintentionisusually

measuredusingfrequencyofuse,amountoftimeusing,actualnumberofusages,and

diversityofusage(Leeetal.,2003).TheLeeetal.(2003)studyfoundthatPerceived

UsefulnessisastrongerdeterminantofAttitudetowardUsingthanPerceived

Ease-of-Use, noting that users willingly use the system that has a critically useful

functionality(Davis,1989).

Basedonillustrationabove,researcherintentstoconductingaresearchabout

user’sbehaviortowardusingonlineadvertisement,titleofthisresearchis

“BehaviorusingOnlineAdvertisement:UsingTAM(Technology

AcceptanceModel)”

1.2ProblemStatement

Theresearchpurposeistoanswerthisquestion:

“HowdoesTechonologyAcceptanceModel(TAM)explainbehavioralintentions

oftowardonlineadvertisementonAndalasUniversitystudent?”

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1.3PurposeoftheResearch

This research purposed to identifytheimpact ofOnlineAdvertisement to

behavioroftheviewer.Analysisconductedthroughanalyzingtheinformationfrom

many sources, and then this research able to describe the relationship of Online

Advertisementwithbehaviorofadvertisementviewers.

1.4 ScopeoftheResearch

Thisresearchhasalimitedscopeofanalysesintermsofnumbersofvariables

andobjectoftheresearch.Theresearcherlimitstheresearchcontextbyfocusingin

studentsofAndalasUniversity.

1.5 ContributionoftheResearch

Thisresearchstrengthenthetheoriesrelatetoindividualbehaviorandonline

advertisement.Itisalsoexpectedtoprovetheperceptiontowardonlineads,andthis

researchprovidesthedataandinformationforthenextresearchinsimilarareainthe

future.Thisresearchcanbeusedbythecompanyoranypartiesasreferencesto

createaneffectiveadsintheinternet.

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BEHAVIOR USING ONLINE ADVERTISEMENT: USING TAM (TECHNOLOGY ACCEPTANCE MODEL).

TABLE

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CONTENTS

LIST

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TABLES

LIST

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FIGURES