ANALISIS PERILAKU KONSUMEN DALAM BELANJA ONLINE DI E-COMMERCE DENGAN MENGGUNAKAN TECHNOLOGY ACCEPTANCE MODEL (TAM) (Studi pada Masyarakat Millenial Pengguna E-commerce)

Fauzia Nurkarima Sabilla, - (2021) ANALISIS PERILAKU KONSUMEN DALAM BELANJA ONLINE DI E-COMMERCE DENGAN MENGGUNAKAN TECHNOLOGY ACCEPTANCE MODEL (TAM) (Studi pada Masyarakat Millenial Pengguna E-commerce). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

ABSTRAK Penelitian ini dilakukan atas dasar perkembangan kegiatan ekonomi yang semakin kompleks yang menarik untuk diteliti, terutama transaksi ekonomi yaitu jual beli secara online atau yang lebih dikenal dengan e-commerce. Penelitian ini bertujuan untuk menjelaskan perilaku konsumen dalam berbelanja online melalui e-commerce dengan variabel yang diadopsi dari Technology Acceptance Model yaitu persepsi kegunaan, persepsi kemudahan penggunaan dengan variabel mediasi sikap, dan variabel dari teori Transaction Cost Economics yaitu biaya transaksi atau biaya transaksi yang akan diuji pengaruhnya terhadap niat perilaku dalam penggunaan e-commerce untuk belanja online. Jumlah sampel yang digunakan sebanyak 355 responden yang merupakan masyarakat millennial pengguna e-commerce. Penelitian ini menggunakan analisis regresi berganda untuk mengidentifikasi pengaruh persepsi kegunaan, persepsi kemudahan penggunaanmelalui variabel mediasi sikap terhadap niat perilaku. Hasil penelitian sejalan dengan teori dan penelitian sebelumnya, yaitu menunjukan persepsi kegunaan, persepsi kemudahan penggunaan berpengaruh positif terhadap niat perilaku melalui variabel mediasi sikap. Sementara variabel biaya transaksi menunjukan pengaruh positif signifikan secara langsung terhadap niat perilaku, dimana tidak sesuai dengan teori dan penelitian sebelumnya. Dilakukan juga regresi linier untuk melihat pengaruh persepsi kegunaan, persepsi kemudahan penggunaandan biaya transaksi terhadap niat perilaku dengan variabel kontrol. Hasil yang berbeda-beda diperoleh dari regresi ini yaitu persepsi kegunaan, persepsi kemudahan penggunaan dan biaya transaksi berpengaruh terhadap niat perilaku. ABSTRACT This research based on the development of economic activities that are interesting to study, especially about the economic transactions that are buying and selling online, known as e-commerce. This study aims to explain consumer behavior in online shopping through e-commerce with variables adopted from the Technology Acceptance Model; perceived usefulness, perceived ease of use with attitude mediation variable, and one variable from the Transaction Cost Economics theory; transaction costs that will be tested for their effect on behavioral intention in using e-commerce for online shopping. The number of samples used was 355 respondents who were millennial users of e-commerce. This study uses multiple linear regression analysis to identify the effect of perceived usefulness, perceived ease of use through the mediating variable attitude towards behavioral intention. The results of the study are in accordance with the theory and previous research, which shows that perceived usefulness, perceived ease of use have a positive effect on behavioral intention through the attitude as mediating variable. Meanwhile, the transaction cost variable shows a direct and significant positive effect on behavioral intention, which is not in accordance with the theory and previous research. Linear regression was also carried out to see the effect of perceived usefulness, perceived ease of use and transaction costs on behavioral intention with control variables. Different results obtained from this regression, namely perceived usefulness, perceived ease of use and transaction costs affect behavioral intention.

Item Type: Thesis (S1)
Uncontrolled Keywords: Technology Acceptance Model, Perceived usefulness, Perceived ease of use, Transaction Cost, Attitude, Behavioral intention
Subjects: H Social Sciences > HF Commerce
L Education > L Education (General)
T Technology > T Technology (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Ekonomi
Depositing User: Fauzia Nurkarima Sabilla
Date Deposited: 26 Oct 2021 06:17
Last Modified: 26 Oct 2021 06:17
URI: http://repository.upi.edu/id/eprint/69089

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