Model Penerimaan Teknologi Dan Kepercayaan Konsumen Terhadap Minat Beli Tanaman Hias Melalui E-Commerce

Sarastila, Ciryl and Vi’in Ayu Pertiwi,, SP., M.P and Dr. Asihing Kustanti,, S.Hut., M.Si (2021) Model Penerimaan Teknologi Dan Kepercayaan Konsumen Terhadap Minat Beli Tanaman Hias Melalui E-Commerce. Sarjana thesis, Universitas Brawijaya.

Abstract

Pandemi COVID-19 menyebabkan adanya perubahan pola belanja offline menjadi online dikarenakan adanya aturan untuk tetap berada di rumah untuk mengurangi penyebaran virus. Adanya pandemi juga menyebabkan masyarakat mencari kegiatan dan hobi baru untuk mengisi waktu luang di rumah. Salah satu tren yang meningkat pada saat pandemi yaitu tanaman hias. Pelaku bisnis tanaman hias juga melakukan penjualan melalui e-commerce. Persepsi masyarakat terhadap minat beli tanaman hias melalui e-commerce dapat dipengaruhi oleh beberapa faktor. Penelitian ini bertujuan untuk mengetahui minat beli masyarakat untuk melakukan pembelian tanaman hias melalui e-commerce dengan menggunakan variabel utama Model Penerimaan Teknologi yaitu persepsi kegunaan dan persepsi kemudahan penggunaan. Penelitian ini juga menambahkan variabel lain yaitu kepercayaan dan persepsi risiko untuk melihat minat beli. Penelitian ini dilakukan pada bulan April sampai dengan Mei 2021 menggunakan pendekatan kuantitatif. Penentuan sampel responden menggunakan convenience sampling dengan jumlah sebanyak 100 responden. Teknik pengumpulan data dilakukan menggunakan angket berupa kuesioner online melalui google form. Pengolahan data hasil penelitian dilakukan menggunakan dua analisis yaitu analisis statistik deskriptif dan inferensial. Analisis statistik deskriptif bertujuan untuk mendeskripsikan karakteristik responden dan menganalisis indeks jawaban yang telah dikumpulkan dari 100 responden. Analisis statistik inferensial menggunakan teknik analisis Structural Equation Modelling – Partial Least Square untuk menganalisis hubungan antar konstruk serta hubungan antara konstruk dan indikatornya. Berdasarkan dari hasil analisis data, didapatkan hasil sebagai berikut: (1) minat beli tanaman hias melalui e-commerce selama masa pandemi COVID-19 tergolong dalam kategori tinggi (2) Variabel persepsi kegunaan, persepsi kemudahan penggunaan, dan persepsi risiko memiliki pengaruh positif dan signifikan terhadap minat beli tanaman hias melalui e-commerce. Variabel kepercayaan memiliki pengaruh positif namun tidak signifikan terhadap minat beli tanaman hias melalui e-commerce. Variabel persepsi kegunaan memiliki pengaruh positif tertinggi dibandingkan dengan variabel eksogen lainnya.

English Abstract

The COVID-19 pandemic has caused a change in shopping patterns from offline to online due to the rules to stay at home to reduce the spread of the virus. This pandemic also causes people to look for activities and hobbies to fill leisure time at home. One of the rising trends during the pandemic is ornamental plants which causes ornamental plants to be sold online through e-commerce. Public perception of intention to purchase ornamental plants through e-commerce can be influenced by several factors. This study aims to determine people's intention to purchase ornamental plants through e-commerce by using the main variables of the Technology Acceptance Model (TAM), which are perceived usefulness and perceived ease of use. This study also adds other variables such as trust and perceived risk to analyze purchase intention. This research is conducted from April to May 2021 using a quantitative approach. The sampling technique is using convenience sampling with a total of 100 respondents. The data collection technique is using a questionnaire in the form of an online questionnaire via a google form. The data analysis technique is carried out using two ways, which are descriptive and inferential statistical. The descriptive statistical analysis aims to describe the characteristics of respondents and analyze the answer index that has been collected from 100 respondents. Inferential statistical analysis is using Structural Equation Modeling – Partial Least Square (SEM-PLS) to analyze the relationship between constructs as well as between constructs and its indicators. Based on the results of data analysis, the following results are obtained: (1) intention to purchase ornamental plants through e-commerce can be categorized as high, (2) The variables of perceived usefulness, perceived ease of use, and perceived risk have positive and significant effect toward intention to purchase ornamental plants through e-commerce. Trust has a positive but insignificant effect towards intention to purchase ornamental plants through e-commerce. Perceived usefulness has the highest positive effect compared to other exogenous variables.

Other obstract

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Item Type:	Thesis (Sarjana)
Identification Number:	0521040092
Subjects:	300 Social sciences > 338 Production > 338.1 Agriculture
Divisions:	Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User:	Nur Cholis
Date Deposited:	28 Jan 2022 07:08
Last Modified:	08 Oct 2024 03:23
URI:	http://repository.ub.ac.id/id/eprint/189108

Text 175040100111142 - CIRYL SARASTILA..pdf Download (2MB)

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