Intensi Penggunaan E-Commerce Tokopedia Salam: Adopsi Teori Technology Acceptance Model (TAM)

• Main Author: Putri Rahmayati Kartika, - (Author)
• Format: Book
• Published: 2020-07-28.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/53004/1/S_EKI_1601764_Title.pdf; http://repository.upi.edu/53004/2/S_EKI_1601764_Chapter%201.pdf; http://repository.upi.edu/53004/3/S_EKI_1601764_Chapter%202.pdf; http://repository.upi.edu/53004/6/S_EKI_1601764_Chapter%203.pdf; http://repository.upi.edu/53004/5/S_EKI_1601764_Chapter%204.pdf; http://repository.upi.edu/53004/4/S_EKI_1601764_Chapter%205.pdf; http://repository.upi.edu/53004/7/S_EKI_1601764_Appendix.pdf
• Keywords: HB Economic Theory; L Education (General)

Penelitian ini di dasarkan pada fenomena masalah penurunan pengunjung e-commerce Tokopedia pada kuartal ketiga tahun 2019 saat Tokopedia Salam diluncurkan. Penyebab fenomena tersebut terlihat dari kurangnya niat kaum muslim dalam menggunakan fitur baru Tokopedia Salam. Kehadiran fitur baru Tokopedia Salam belum benar-benar mengisi potensi pasar di Indonesia. Tujuan dari penelitian ini yaitu untuk mengetahui gambaran aktual mengenai perceived ease of use, perceived usefulness dan intention to use pada penggunaan e-commerce Tokopedia Salam. Selain itu, penelitian ini bertujuan untuk mengetahui pengaruh perceived ease of use terhadap perceived usefulness, pengaruh perceived usefulness terhadap intention to use pengaruh perceived ease of use terhadap intention to use dan untuk mengetahui bagaimana perceived usefulness dapat menjadi variabel intervening antara perceived ease of use terhadap intention to use, menggunakan teori Technology Acceptance Model (TAM). Jumlah sampel yang digunakan sebanyak 203 responden muslim yang sudah menggunakn e-commerce tokopedia dan mengetahui kehadiran fitur baru Tokopedia Salam. Penelitian ini menggunakan path analysis untuk mengidentifikasi perceived ease of use terhadap intention to use melalui perceived usefulness. Hasil penelitian ini menunjukan bahwa perceived ease of use dan perceived usefulness terhadap intention to use fitur baru Tokopedia Salam ada pada ketegori tinggi. Perceived ease of use terhadap intention to use melalui perceived usefulness berpengaruh signifikan dan ada pada kategori tinggi. Penelitian ini diharapkan mampu memberikan manfaat bagi berbagai pihak dalam meningkatkan intention to use pada fitur baru Tokopedia Salam sebagai platform e-commerce yang sesuai dengan prinsip syariah dengan didorong oleh kemudahan penggunaan dan manfaat yang dirasakan pengguna. This research is based on the phenomenon of the decline to Tokopedia e-commerce visitors in the third quarter of 2019 when the new feature Tokopedia Salam was launched. The cause of the phenomenon is the lack of intention to use the new feature Tokopedia Salam. The presence of new feature Tokopedia Salam has not really filled the market potential in Indonesia. The purpose of this study is to find out the actual picture of perceived ease of use, perceived usefulness and intention to use in the use of Tokopedia Salam e-commerce. In addition, this study aims to determine the effect of perceived ease of use on perceived usefulness, the effect of perceived usefulness on intention to use the effect of perceived ease of use on intention to use and to find out how perceived usefulness can be an intervening variable between perceived ease of use against intention to use, using the Technology Acceptance Model (TAM) theory. The number of samples used was 203 muslim respondents who already used Tokopedia e-commerce and know the presence of the new feature Tokopedia Salam. This study uses path analysis to identify perceived ease of use of intention to use through perceived usefulness. The results of this study indicate that the perceived ease of use and perceived usefulness of intention to use new feature Tokopedia Salam are in the high category. Perceived ease of use of intention to use through perceived usefulness has a significant effect and is in the high category. This research is expected to be able to provide benefits for various parties in increasing the intention to use the new feature Tokopedia Salam as an e-commerce platform that complies with sharia principles, and driven by ease of use and the usefull by users.