ABSTRAK
Minotti Dede Setyadi Siregar (16160011), Analisis Penerimaan Aplikasi Shopee Menggunakan Metode Technology Acceptance Model Sebagai Media Belanja Online Remaja.
Dalam industri telekomunikasi nasional ada tiga trend yang berkembang disektor teknologi yaitu, smartphone, tumbuhnya angka jejaring sosial, serta tumbuhnya infrastruktur internet. Terdapat dua miliar pengguna smartphone aktif di seluruh dunia, kategori paling tinggi digunakan oleh mereka yang berusia 18-25 tahun.
Sebanyak 60% penggunanya mengakses internet dari telepon selular. Bisnis pun mulai memasuki pasar di dunia maya yang disebut e-commerce. Shopee merupakan salah satu e-commerce yang sedang berkembang. Maka dari itu itu perlu diketahui bagaimana penerimaan suatu teknologi aplikasi oleh masyarakat.
Penelitian ini bertujuan untuk menganalisa penerimaan aplikasi shopee dengan menggunakan metode technology acceptance model (TAM) sebagai media belanja online remaja. Penelitian ini menggunakan 4 (empat) konstruk dari model TAM yaitu: persepsi kemudahan (perceived ease of use), persepsi kemanfaatan (perceived usefulness), minat perilaku (behavioral intention to use) dan sikap penggunaan (attitude toward using). Hasil dari penelitian ini diketahui bahwa perceived ease of use berpengaruh signifikan positif terhadap attitude toward using dengan tingkat hubungan 0,3172 = 0,100 atau 10%, perceived usefulness berpengaruh signifikan positif terhadap attitude toward using dengan tingkat hubungan 0,2662 = 0,071 atau 7,1%, behavioral intention to use berpengaruh signifikan positif terhadap attitude toward using dengan tingkat hubungan 0,2642
= 0,070 atau 7,0%, serta perceived ease of use, perceived usefulness dan behavioral intention to use berpengaruh signifkan positif terhadap attitude toward using dengan tingkat hubungan R2square = 0,477 atau 47.7%.
Kata Kunci : Analisis Penerimaan Aplikasi Shopee, Technology Acceptance Model, Remaja
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ABSTRACT
Minotti Dede Setyadi Siregar (16160011), Approval Analysis of Shopee Applications Using Technology Acceptance Model Methods As Teenage Online Shopping Media.
In the national telecommunications industry there are three emerging trends in the technology sector, namely smartphones, growth in of social networks, and the growth of Internet infrastructure. There are two billion active smartphone users worldwide, the highest category used by those aged 18-25. As many as 60% of users access the internet from mobile phones. Businesses began to enter the market in a virtual world called e-commerce. Shopee is one of the growing e- commerce. Therefore need to know how the acceptance of an application technology by the community. This study aims to analyze the use of shopee applications using the method of acceptance model technology (TAM) as an online shopping media for adolescents. This research uses 4 (four) constructs from TAM model: perceived ease of use, perceived usefulness, behavioral intention to use and attitude toward using. The results of this study note that perceived ease of use has a significant positive effect on attitude toward using with a relationship rate of 0.3172 = 0.100 or 10%, perceived usefulness has a significant positive effect on attitude toward using with relationship level 0.2662 = 0.071 or 7.1%, behavioral intentions to use have a significant positive effect on attitude toward using with relationship level 0.2642 = 0.070 or 7.0%, and perceived ease of use, perceived usefulness and behavioral intention to use had positive positive effects on attitude toward using with R2square = 0.477 or 47.7%.
Key Words: Approval Analysis of Shopee Application, Technology Acceptance Model, Teenage
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