Oesman, Juan Axel (2023) Pengaruh Technology Acceptance Model (TAM) terhadap decision to shop online pada facebook marketplace. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Perkembangan teknologi membuat komunikasi menjadi lebih mudah. Dengan berkembangnya metode komunikasi, masyarakat juga memanfaatkannya untuk melakukan jual beli. Facebook Marketplace menjadi salah satu platform popular sebaagai media untuk berjualan dengan system social commerce. Tujuan pada penelitian ini adalah untuk mengetahui bagaimana pengaruh Technology Acceptance Model terhadap Decision to Shop Online pada Facebook Marketplace. Ada lima variabel yang digunakan dalam penelitian ini yaitu Perceived Usefulness, Perceived Ease of Use, Trust, Attitude to Shop Online dan Attitude to Shop Online. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah para mahasiswa Fakultas Ekonomi dan Bisnis Universitas Pelita Harapan dan karyawan. Metode pengumpulan sampel pada penelitian ini adalah Purposive Sampling. Jumlah sampel adalah 249 responden. Hasil penelitian menunjukkan bahwa: (1) Perceived Usefulness berpengaruh positif terhadap Attitude to Shop Online artinya hipotesis pertama pada penelitian ini diterima. (2) Perceived Ease of Use tidak berpengaruh positif terhadap Attitude to Shop Online artinya hipotesis kedua pada penelitian ini tidak diterima atau ditolak. (3) Trust berpengaruh positif terhadap Attitude to Shop Online artinya hipotesis ketiga pada penelitian ini diterima. (4) Trust berpengaruh positif terhadap Decision to Shop Online artinya hipotesis keempat pada penelitian ini diterima. (5) Attitude to Shop Online berpengaruh positif terhadap Decision to Shop Online artinya hipotesis kelima pada penelitian ini diterima.
Kata Kunci : Technology Acceptance Model, Social Commerce, Perceived Usefulness, Perceived Ease of Use, Trust, Attitude to Shop Online, Decision to Shop Online, Facebook Marketplace.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Creators: | Creators NIM Email ORCID Oesman, Juan Axel NIM01011190090 axeloesman29@gmail.com UNSPECIFIED |
| Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Arianto, Radityio Fajar 0304067503 radityo.arianto@uph.edu |
| Uncontrolled Keywords: | technology acceptance model ; social commerce ; perceived usefulness ; perceived ease of used ; trust ; attitude to shop online ; decision to shop online ; facebook marketplace |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
| Depositing User: | Juan Axel Oesman |
| Date Deposited: | 23 Jun 2023 07:19 |
| Last Modified: | 28 Aug 2023 11:38 |
| URI: | http://repository.uph.edu/id/eprint/56125 |
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