Pengujian Kepercayaan, Keamanan, Risiko dan Kemanjuran Diri Terhadap Proses Jual-Beli Melalui E-Shoping

HARDIATMA, YUSTIAN BANGKIT (Adv.: Sumiyana, Dr., M.Si.), Sumiyana, Dr., M.Si.

2014 | Skripsi | S1 Accounting

Penelitian ini dilatarbelakangi oleh timbulnya fenomena belanja online baik melalui online shop ataupun dari jejaring sosial. Technology Acceptance Model (TAM) digunakan sebagai kerangka teoritis dengan menguji pengaruh variabel eksternal terhadap intensi untuk menggunakan proses jual-beli melalui e-shopping. Variabel eksternal yang diuji dalam penelitian ini adalah kepercayaan, keamanan, risiko dan kemanjuran diri.Data penelitian dianalisis dengan menggunakan Structural Equation Model (SEM) dengan bantuan aplikasi AMOS 18. Responden dalam penelitian ini adalah pengguna jasa e-shopping di Indonesia.

Hasil dari penelitian ini menemukan bahwa (1) variabel keamanan dan risiko memiliki pengaruh terhadap perceived usefulness, sedangkan variabel kepercayaan tidak berpengaruh terhadap perceived ease of use, (2) keamanan memiliki pengaruh positif terhadap kepercayaan, (3) kemanjuran diri memiliki pengaruh positif terhadap perceived ease of use, (4) perceived ease of use dan perceived usefulness berpengaruh secara positif terhadap niat beli pada e-shopping, (5) variabel yang mempengaruhi minat beli yaitu perceived usefulness dan niat beli konsumen,

This research is motivated by the emergence of the phenomenon of online shopping through an online shop or from social networks. This study used Technology Acceptance Model as a theoretical framework, which examines external variables effect on intention to use e-shopping. External variables on this study are trust, security, risk and self-efficacy. Data analysis was performed with the Structural Equation Model (SEM) using AMOS 18. Respondents in this research e-shopping service users in Indonesia.


The result of this study showed that (1) security and risk variables have an influence on perceived usefulness, whereas the belief variable does not affect the perceived ease of use, (2) security has a positive effect on trust, (3) self-efficacy has a positive influence on perceived ease of use, (4) perceived ease of use and perceived usefulness positively influence the purchase intention in e-shopping, (5) the variables that affect the perceived usefulness buying interest and purchase intention of consumers.

Kata Kunci : Electronic shopping (E-shopping), Technology Acceptance Model (TAM), trust, security, risk, self-efficacy, Structural Equation Model (SEM),