Mubarok, Muhammad Zainul (2018) Analisis Faktor-Faktor Yang Memengaruhi Kepercayaan Dan Resiko Pengguna Dalam Bertransaksi Pada E-Commerce XYZ Menggunakan UTAUT (Unified Theory Of Acceptance And Use Of Technology). Sarjana thesis, Universitas Brawijaya.
Abstract
E-Commerce sudah semakin populer di Indonesia karena sudah semakin banyaknya situs jual beli online yang meramaikan industri bisnis digital ini. Salah satu situs E-Commerce terkemuka di Indonesia yaitu E-Commerce XYZ.co.id yang menawarkan berbagai macam produk dan layanan, mulai dari perangkat elektronik, produk kecantikan, produk rumah tangga dan sebagainya. Penelitian ini dilakukan untuk mengetahui faktor-faktor apa saja yang mempengaruhi pengguna untuk bertransaksi pada E-Commerce XYZ. Model yang digunakan pada penelitian ini yaitu model UTAUT (Unified Theory Acceptance and Use of Technology) dan menambahkan faktor kepercayaan, dan resiko ke dalam penelitian ini. Variabel yang digunakan pada penelitian ini adalah consumer trust, perceived risk, performance expectancy, social influence, effort expectancy, facilitating conditions, dan behavioral intention. Teknik analisis yang digunakan dalam penelitian ini adalah analisis regresi linier berganda. Dari penelitian yang dilakukan didapatkan hasil yaitu hanya faktor consumer trust dan social influence memiliki pengaruh positif signifikan terhadap behavioral intention secara parsial. Sedangkan secara keseluruhan seluruh faktor secara simultan berpengaruh signifikan terhadap behavioral intention.
English Abstract
In Indonesia, e-commerce is getting more popular since a lot of online stores occurred in the current digital industry. One of the growing e-commerce in Indonesia is E-Commerce XYZ. It offers various products and services such as electronic devices, beauty products, household stuffs, and many more. This research is conducted to learn the leverage factors of consumer’s decision on doing a transaction in E-Commerce XYZ. The research used Unified Theory Acceptance and Use of Technology (UTAUT) model while added trust and risk factor. The variables of the research are consumer trust, perceived risk, performance expectancy, social influence, effort expectancy, facilitating conditions, and behavioral intention. Analysis technique used multiple linier regression. The research finally found that partially, only consumer trust and social influence factor have significant positive leverage toward behavioral intention. Meanwhile, all factors simultaneously have significant leverage toward behavioral intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTIK/2018/129/051801116 |
| Uncontrolled Keywords: | E-Commerce, Consumer trust, Perceived risk, Regresi linier berganda, UTAUT (Unified Theory Acceptance and Use of Technology) |
| Subjects: | 000 Computer science, information and general works > 004 Computer science |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 28 Jun 2018 06:39 |
| Last Modified: | 26 Oct 2021 07:43 |
| URI: | http://repository.ub.ac.id/id/eprint/11729 |
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