Analisis Penerimaan Pengguna terhadap Website Manajemen Event 'Hypez' dengan Pendekatan TAM

Rolandsyah Aji Saputra, Dr. Ina Melati, S.E., M.M.

2025 | Skripsi | MANAJEMEN

Penelitian ini bertujuan untuk menganalisis tingkat penerimaan pengguna terhadap platform manajemen event berbasis web HYPEZ dengan menggunakan pendekatan Technology Acceptance Model (TAM). Model penelitian mencakup tiga variabel utama, yaitu Perceived Usefulness (PU), Perceived Ease of Use (PE), dan Behavioral Intention (BI). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 384 responden generasi Z di Daerah Istimewa Yogyakarta yang memiliki pengalaman dalam kepanitiaan atau pengelolaan acara. Analisis data dilakukan menggunakan pendekatan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS.

Hasil penelitian menunjukkan bahwa baik Perceived Usefulness maupun Perceived Ease of Use berpengaruh positif dan signifikan terhadap Behavioral Intention dalam menggunakan platform HYPEZ. Nilai koefisien determinasi (R²) sebesar 0,706 mengindikasikan bahwa 70,6% variasi pada Behavioral Intention dapat dijelaskan oleh kedua variabel tersebut. Selain itu, pengaruh Perceived Ease of Use ditemukan lebih kuat dibandingkan Perceived Usefulness, yang berarti kemudahan penggunaan menjadi faktor dominan dalam mendorong minat penggunaan.

Temuan ini menegaskan relevansi model TAM dalam menjelaskan penerimaan teknologi digital serta memberikan implikasi praktis bagi pengembang HYPEZ untuk memprioritaskan aspek kemudahan dan manfaat nyata agar dapat meningkatkan tingkat adopsi pengguna.

This study aims to analyze user acceptance of the web-based event management platform HYPEZ using the Technology Acceptance Model (TAM) approach. The research model includes three main variables: Perceived Usefulness (PU), Perceived Ease of Use (PE), and Behavioral Intention (BI). A quantitative approach was employed through a survey of 384 Generation Z respondents in the Special Region of Yogyakarta who have experience in event committees or event management. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach with the assistance of SmartPLS software.

The results show that both Perceived Usefulness and Perceived Ease of Use have positive and significant effects on Behavioral Intention in using the HYPEZ platform. The coefficient of determination (R²) value of 0.706 indicates that 70.6% of the variation in Behavioral Intention can be explained by these two variables. Furthermore, Perceived Ease of Use was found to have a stronger influence than Perceived Usefulness, implying that ease of use is the dominant factor driving user intention.

These findings confirm the relevance of the TAM model in explaining digital technology acceptance and provide practical implications for HYPEZ developers to prioritize user-friendliness and tangible benefits to increase user adoption levels.

Kata Kunci : Technology Acceptance Model, Perceived Ease of Use, Perceived Usefulness, Behavioral Intention, HYPEZ