Analisis Faktor Penerimaan Aplikasi Tokopedia Menggunakan Technology Acceptance Model (TAM)
DOI:
https://doi.org/10.5281/zenodo.23172904Keywords:
Technology Acceptance Model, Perceived Usefulness, Perceived Ease of Use, Behavioral Use, Minat Pengguna, TokopediaAbstract
Studi ini bertujuan memanfaatkan Technology Acceptance Model (TAM) untuk meneliti bagaimana Perceived Ease of Use dan Perceived Effectiveness memengaruhi Behavioral Intention to Use (ITU) dalam konteks aplikasi Tokopedia. Pendekatan kuantitatif digunakan, menekankan analisis kausal dan deskriptif. Behavioral Intention of Use (ITU) ditetapkan sebagai variabel dependen, Perceived Ease of Use (PEOU) sebagai variabel independen, dan Perceived Effectiveness (PU) sebagai variabel mediasi. Data dikumpulkan melalui kuesioner Google Forms yang diisi oleh 43 responden dan kemudian dianalisis menggunakan perangkat lunak SPSS 23. Hasilnya menunjukkan bahwa hanya satu dari tiga hipotesis yang diterima dan menunjukkan dampak signifikan: hipotesis yang menyatakan bahwa Perceived Ease of Use meningkatkan Behavioral Intention to Use. Sebaliknya, tidak ditemukan pengaruh signifikan terkait hubungan antara Perceived Ease of Use dan Perceived Effectiveness, maupun antara Perceived Effectiveness dan Behavioral Intention to Use. Selain itu, pengujian keandalan menggunakan teknik Alpha Cronbach menghasilkan skor 0,924 untuk Kegunaan yang Dirasakan, 0,933 untuk Kemudahan Penggunaan yang Dirasakan, dan 0,955 untuk Niat Perilaku untuk Digunakan. Semua nilai Alpha Cronbach melebihi 0,70, menunjukkan bahwa setiap instrumen penelitian dapat diandalkan dan cocok untuk analisis lebih lanjut.
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Copyright (c) 2026 Theresia Intan, Rini Nuraini, Heru Dian Setiawan, Warjiyono, Sabil, Rima Tamara Aldisa (Author)
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