Analisis Faktor-Faktor yang Mempengaruhi Intensitas Penggunaan E-Shopping Di Yogyakarta Dengan Menggunakan Pendekatan Technology Acceptance Model (TAM)
WIBOWO, RIZQY HENRY (Adv.: Sumiyana, Drs., M.Si.), Sumiyana, Drs., M.Si.
Perdagangan dengan sistem online semakin berkembang mengingat semakin tingginya penggunaan Internet. Penelitian ini bertujuan menganalisis faktor- faktor yang mempengaruhi intensitas penggunaan e-shopping di Yogyakarta. Penelitian ini mengaplikasikan technology acceptance model (TAM) sebagai dasar untuk meneliti intensitas penggunaan e-shopping. Structural Equation Modelling (SEM) digunakan dalam penelitian ini dengan menguji perceived usefulness, perceived ease of use, intention to use, attitude toward using, dan experience terhadap teknologi informasi dengan menerapkan penggunaan electronic shopping. Penelitian ini mengolah data primer yang dikumpulkan dengan instrumen kuesioner.
Terdapat tujuh hipotesis yang diuji dengan Structural Equation Modelling (SEM) dan menghasilkan kesimpulan bahwa perceived ease of use memiliki pengaruh positif yang signifikan terhadap variabel perceived usefulnes. Selain itu perceived usefulnes mempunyai pengaruh positif yang signifikan terhadap variabel attitude toward using. Selain itu experience memiliki pengaruh positif yang signifikan terhadap variabel perceived ease of use dan perceived usefulnes. Perceived ease of use dan attitude toward using mempunyai pengaruh positif yang signifikan terhadap variabel intensi penggunaan e-shopping. Di sisi lain variabel perceived ease of use memiliki hubungan yang negatif dan tidak signifikan terhadap variabel attitude toward using, berarti masyarakat Yogyakarta beranggapan bahwa kemudahan penggunaan e-shopping belum tentu berpengaruh positif terhadap sikap atau minat untuk menggunakan e-shopping. Berdasarkan hasil analisis konsistensi statistika, ditemukan bahwa variabel-variabel tersebut secara konsisten mempengaruhi penggunaan e-shopping, walaupun terdapat satu hipotesis yang tidak didukung. Penelitian ini juga menunjukkan bahwa pengalaman pengguna mempunyai peranan penting dalam penggunaan e-shopping.
Trade with online systems is growing given the increasing use of the Internet. This study aims to analyze the factors that affect the intensity of use of e-shopping in Yogyakarta. This study applied the technology acceptance model (TAM) as a basis for examining the intensity of use of e-shopping. Structural Equation Modelling (SEM) was used in this study to examine the perceived usefulness, perceived ease of use, intention to use, attitude toward using, and experience on information technology by implementing the use of electronic shopping. This research process the primary data collected by questionnaire instrument.
There are seven hypotheses were tested by Structural Equation Modeling (SEM) and concluded that the perceived ease of use has a significant positive effect on perceived usefulnes variables. Additionally perceived usefulnes have a significant positive effect on the variable attitude toward using. Furthermore experience has a significant positive effect on the variable perceived ease of use and perceived usefulnes. Perceived ease of use and attitude toward using has a significant positive effect on the variable use of e-shopping intentions. On the other hand the variable perceived ease of use has a negative and significant effect on attitude toward using variables, meaning the people of Yogyakarta believe that the ease of use of e-shopping is not necessarily a positive influence on the attitude or interest to use e-shopping. Based on the consistency of statistical analysis, it was found that these variables consistently affect the use of e-shopping, although there is a hypothesis that is not supported. This research also indicates that the user experience plays an important role in the use of e-shopping.
Kata Kunci : Electronic Shopping, Technology Acceptance Model (TAM), Structural Equation Modelling (SEM), perceived usefulness, perceived ease of use, intention to use, attitude toward using, experience.
