Jauhari, Mohammad Yusron and Ir. Satrio Hadi Wijoyo, S.Si., S.Pd., M.Kom. and Himawat Aryadita, S.T., M.Sc. (2024) Pengaruh Technology Acceptance Model Terhadap Behavioral Intention To Use Shopee Live Dengan Attitude Toward Using Sebagai Variabel Mediasi. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini berfokus pada analisis perbedaan preferensi antara penjual dan pembeli dalam konteks live shopping, khususnya di Kota Malang, dengan menggunakan Shopee sebagai studi kasus. Dalam era revolusi teknologi informasi yang pesat, live shopping telah menjadi salah satu inovasi terbaru yang merevolusi cara interaksi antara penjual dan pembeli, menawarkan kesempatan untuk berkomunikasi secara real-time dan memperkaya pengalaman belanja online. Meskipun populer di kalangan pembeli, fitur ini kurang diminati oleh penjual. Penelitian ini menganalisis faktor-faktor yang memengaruhi minat penjual di Kota Malang menggunakan Shopee Live, dengan menggunakan kerangka Technology Acceptance Model (TAM). Temuan awal menunjukkan bahwa penjual menghadapi masalah seperti penurunan jumlah penonton, kesulitan konfigurasi, dan ketidakpercayaan terhadap manfaat Shopee Live. Penelitian ini menggunakan metode kuantitatif dengan pendekatan analitik. Data kuantitatif didapatkan melalui metode pengumpulan data dengan menyebarkan kuesioner kepada responden. Analisis data menunjukkan bahwa variabel perceived usefulness dan perceived ease of use berpengaruh signifikan terhadap behavioral intention to use dan attitude toward using. Kemudian variabel attitude toward using tidak dapat memediasi perceived usefulness dan perceived ease of use terhadap behavioral intention to use.
English Abstract
This research focuses on analyzing the differences in preferences between sellers and buyers in the context of live shopping, specifically in Malang City, using Shopee as a case study. In the fast-paced era of information technology revolution, live shopping has emerged as one of the latest innovations revolutionizing the interaction between sellers and buyers, offering the opportunity to communicate in real-time and enrich the online shopping experience. Although popular among buyers, this feature is less favored by sellers. This study analyzes the factors influencing the interest of sellers in Malang City in using Shopee Live, utilizing the Technology Acceptance Model (TAM) framework. Initial findings indicate that sellers face issues such as declining viewer numbers, configuration difficulties, and skepticism about the benefits of Shopee Live. This research employs a quantitative method with an analytical approach. Quantitative data were collected through a survey method by distributing questionnaires to respondents. Data analysis indicates that the variables perceived usefulness and perceived ease of use have a significant effect on behavioral intention to use and attitude toward using. Subsequently, the variable attitude toward using does not mediate perceived usefulness and perceived ease of use towards behavioral intention to use.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052415 |
| Uncontrolled Keywords: | Shopee Live, Technology Acceptance Model (TAM), Live shopping |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 25 Jul 2024 07:53 |
| Last Modified: | 25 Jul 2024 07:53 |
| URI: | http://repository.ub.ac.id/id/eprint/222996 |
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