Analisis Pengaruh Perceived Usefulness dan Perceived Ease of Use Terhadap Minat Beli Mahasiswa pada Aplikasi E-Commerce Produk Kosmetik dengan Fitur Augmented Reality

Alif, Geralda Ferrydina and Aryo Pinandito, S.T., M.MT, Ph.D and Intan Sartika Eris Maghfiroh, S.E., M.B.A. (2024) Analisis Pengaruh Perceived Usefulness dan Perceived Ease of Use Terhadap Minat Beli Mahasiswa pada Aplikasi E-Commerce Produk Kosmetik dengan Fitur Augmented Reality. Sarjana thesis, Universitas Brawijaya.

Abstract

Dalam rangka meningkatkan minat beli konsumen pada industri kosmetik di platform e-commerce, pemilihan penggunaan inovasi yang tepat, penting untuk diperhatikan. Fitur Shopee BeautyCam sebagai salah satu inovasi platform besar Shopee, memanfaatkan teknologi Augmented Reality sehingga menjadikan fitur ini memungkinkan untuk digunakan dalam menguji coba serta meyakinkan konsumen dalam membeli produk kosmetik. Penggunaan fitur Shopee BeautyCam ini sudah tidak lagi asing di kalangan mahasiswa Universitas Brawijaya yang didominasi oleh kaum millenial sebagai konsumen terbesar dalam industri kosmetik. Meskipun hasil dari wawancara yang dilakukan menunjukkan bahwa sebagian besar mahasiswa Universitas Brawijaya merasa fitur Shopee BeautyCam bermanfaat dan mudah digunakan dalam melakukan pembelian produk kosmetik, masih dijumpai sejumlah keluhan lainnya yang menyebabkan minat beli mereka terhadap produk kosmetik menurun. Oleh karena itu, penelitian ini dilakukan untuk menganalisis pengaruh perceived usefulness dan perceived ease of use Shopee BeautyCam terhadap minat beli produk kosmetik mahasiswa Universitas Brawijaya. Penelitian ini diawali dengan identifikasi permasalahan dan studi literatur. Kemudian dilakukan uji instrumen berupa uji validitas dan reliabilitas terhadap kuesioner yang merupakan instrumen pada penelitian ini. Pendekatan kuantitatif dipilih dalam penelitian ini dengan penyebaran kuesioner berupa google form sebagai teknik pengumpulan datanya. Analisis dilakukan terhadap 100 data responden menggunakan teknik analisis Generalized Liner Model (GLZ). Hasilnya, penelitian ini mampu menunjukkan adanya pengaruh perceived usefulness Shopee BeautyCam terhadap minat beli produk kosmetik mahasiswa Universitas Brawijaya. Temuan lain dari penelitian ini, yaitu sebagian besar mahasiswa Universitas Brawijaya sudah tidak asing dengan keberadaan fitur Shopee BeautyCam sehingga mudah tidaknya fitur ini tidak mempengaruhi minat belinya terhadap produk kosmetik.

English Abstract

In order to increase consumer buying interest in the cosmetics industry on e-commerce platforms, it is important to pay attention to choosing the right use of innovation. The Shopee BeautyCam feature, one of Shopee's major innovation platforms, utilizes Augmented Reality technology, making it possible to use this feature to test and convince consumers to buy cosmetic products. The use of the Shopee BeautyCam feature is no longer strange among Brawijaya University students, who are dominated by millennials as the largest consumers in the cosmetics industry. Although the results of the interviews conducted showed that the majority of Brawijaya University students felt the Shopee BeautyCam feature was useful and easy to use in purchasing cosmetic products, there were still a number of other complaints which caused their interest in purchasing cosmetic products to decrease. Therefore, this research was conducted to analyze the influence of perceived usefulness and perceived ease of use of Shopee BeautyCam on the interest in purchasing cosmetic products of Brawijaya University students. This research begins with problem identification and literature study. Then an instrument test was carried out in the form of a validity and reliability test on the questionnaire which was the instrument in this research. A quantitative approach was chosen in this research by distributing a questionnaire in the form of a Google form as a data collection technique. Analysis was carried out on 100 respondents' data using the Generalized Liner Model (GLZ) analysis technique. As a result, this research was able to show the influence of the perceived usefulness of Shopee BeautyCam on the interest in purchasing cosmetic products from Brawijaya University students. Another finding from this research is that the majority of Brawijaya University students are familiar with the existence of the Shopee BeautyCam feature so whether this feature is easy or not does not affect their interest in purchasing cosmetic products.

Item Type:	Thesis (Sarjana)
Identification Number:	0524150084
Uncontrolled Keywords:	shopee beautycam, perceived usefulness, perceived ease of use, minat beli, produk kosmetik-shopee beautycam, perceived usefulness, perceived ease of use, purchase interest, cosmetic products.
Divisions:	Fakultas Ilmu Komputer > Sistem Informasi
Depositing User:	soegeng sugeng
Date Deposited:	21 Feb 2024 07:39
Last Modified:	21 Feb 2024 07:39
URI:	http://repository.ub.ac.id/id/eprint/215602

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