Analisis faktor-faktor yang mempengaruhi konsumen terhadap pemakaian E-Commercee

SUHERMA, Linda, Prof.Dr. Jogiyanto HM., MBA

2007 | Tesis | S2 Akuntansi

Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi konsumen terhadap pemakaian e-commerce di Indonesia dengan menggunakan e- Commerce Adoption Model (e-CAM) kemudian diuji dengan menggunakan teknik Structural Equation Modeling (SEM) dengan metode alternatif Partial Least Square (PLS) dengan menggunakan software SMARTPLS, yang mana e- Commerce Adoption Model (e-CAM) mengintegrasikan Technology Acceptance Model (TAM) dengan Perceived Risk Model. Dalam penelitian ini, menambahkan satu variabel yaitu persepsi kesenangan (perceived enjoyment ) ke dalam model e- CAM. Secara rinci penelitian ini menguji dampak dari faktor persepsi kegunaan (perceived usefulness), persepsi kemudahan penggunaan (perceived ease of use), persepsi kesenangan (perceived enjoyment), persepsi resiko dalam konteks transaksi (perceived risk in the context of transaction), dan persepsi resiko pada produk/jasa (perceived risk with product/service) terhadap perilaku konsumen dalam pembelian online (pemakaian e-commerce). Metode pengambilan sampel dilakukan secara non probabilitas atau pemilihan nonrandom dengan mengunakan convenience sampling. Strategi pengumpulan data dalam penelitian ini menggunakan strategi opini (opinion), sumber data diperoleh dari responden individu yaitu orang-orang atau individu yang telah melakukan pembelian online (memakai e-commerce). Untuk mendapatkan data opini individu terhadap faktor-faktor yang mempengaruhi pemakaian e-commerce, teknik pengumpulan data yang digunakan adalah teknik pengumpulan data survei. Hasil analisis menunjukkan bahwa terdapat hubungan positif antara perceived risk in the context of transaction (PRT) dan perceived risk with product/service (PRP), serta terdapat hubungan positif antara perceived ease of use (PEU) dan perceived enjoyment (PE). Namun tidak satu pun dari faktor persepsi kegunaan (perceived usefulness), persepsi kemudahan penggunaan (perceived ease of use), persepsi kesenangan (perceived enjoyment ), persepsi resiko dalam konteks transaksi (perceived risk in the context of transaction), dan persepsi resiko pada produk/jasa (perceived risk with product/service) yang merupakan faktor-faktor yang mempengaruhi konsumen terhadap pemakaian ecommerce di Indonesia.

This research is aimed to test the factors affecting consumers toward ecommerce usage in Indonesia by using e-Commerce Adoption Model (e-CAM) and later on being tested by using Structural Equation Modeling (SEM) technique with Partial Least Square (PLS) alternative method by using SMARTPLS software, in which e-Commerce Adoption Model (e-CAM) integrates Technology Acceptance Model (TAM) with Perceived Risk Model. In this research, the author adds one variable which is perceived enjoyment into the e-CAM model. This research also rigorously testing the implication of perceived usefulness factor, perceived ease of use, perceived enjoyment, perceived risk in the context of transaction, and perceived risk with product/service toward consumers’ behavior in online buying or e-commerce usage. Sampling method is done in a way of non probability or nonrandom selection by using convenience sampling. This research is using opinion strategy as a data collecting strategy, data resources is taken from individual respondents which are people or person who has committed online buying. Survey is used as data collecting technique to obtain individual opinion data. The result of the research conveys that there is a positive relationship between perceived risks in the context of transaction (PRT) and perceived risk with product/service (PRP), and there is also a positive relationship between perceived ease of use (PEU) and perceived enjoyment (PE). But neither of perceived usefulness, perceived ease of use, perceived enjoyment, perceived risk in the context of transaction, and perceived risk with product/service which are factors affecting consumers toward e-commerce usage in Indonesia.

Kata Kunci : E Commercee,Persepsi Konsumen,technology acceptance model, perceived risk model, ecommerce adoption model, perceived usefulness, perceived ease of use, perceived enjoyment, perceived risk in the context of transaction, and perceived risk with product/serv