Cornelius, Cornelius and Kusnandar, Diovanda and Gunawan, Willy (2020) Pengaruh perceived ease of use dan perceived usefulness terhadap kepercayaan dan niat penggunaan aplikasi tokopedia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Seiring dengan berkembangnya teknologi, transaksi jual beli bukan lagi hanya dilakukan melalui tatap muka melainkan juga melalui internet. Fenomena ini membawa peluang bisnis baru bagi beberapa pihak untuk meraup keuntungan, yang kemudian membuat toko online sebagai bagian dari e-commerce. Penelitian ini menguji lima hipotesis, yaitu kegunaan yang dirasakan (perceived usefulness) memiliki pengaruh positif dan signifikan terhadap kepercayaan terhadap aplikasi, kegunaan yang dirasakan (perceived usefulness) memiliki pengaruh positif dan signifikan terhadap niat penggunaan aplikasi, kemudahan penggunaan yang dirasakan (perceived ease of use) memiliki pengaruh positif dan signifikan terhadap terhadap kepercayaan terhadap aplikasi, kemudahan penggunaan yang dirasakan (perceived ease of use) memiliki pengaruh positif dan signifikan terhadap niat penggunaan aplikasi, dan kepercayaan terhadap aplikasi memiliki pengaruh positif dan signifikan terhadap niat penggunaan aplikasi. Pada studi ini, digunakan paradigma kuantitatif dan jenis penelitian kausal. Metode pengumpulan data yang digunakan adalah penyebaran kuesioner dengan skala pengukuran interval yakni skala Likert 5 poin. Responden yang digunakan dalam studi penelitian ini adalah individu yang sudah pernah dan berniat untuk melakukan transaksi melalui aplikasi Tokopedia dalam satu bulan ke depan. Metode analisis data yang digunakan adalah PLS-SEM, di mana dilakukan uji model pengukuran dan moel struktural. Hasil dari penelitian ini adalah dari lima hipotesis yang ditentukan seluruhnya dan tidak ada yang ditolak. Implikasi manajerial dari penelitian ini adalah Tokopedia sebaiknya meningkatkan kecepatan waktu pencarian barang oleh pelanggan dengan melakukan peningkatan pada fitur search, misalnya dengan memberikan fitur penyaring (filter) pencarian bukan hanya sebatas pada harga namun juga berdasarkan kategori barang yang dicari konsumen, lokasi penjual yang mengirimkan barang, jasa pengiriman yang didukung, kondisi barang (baru atau bekas), penilaian (rating) dari pengguna lainnya, dan lain-lain. Selain itu, kemudahan dalam menggunakan aplikasi Tokopedia untuk berbelanja perlu ditingkatkan dan Tokopedia perlu meningkatkan keamanan bertransaksi agar pelanggan lebih mempercayai aplikasi Tokopedia untuk berbelanja./Along with the development of technology, buying and selling transactions are no longer only done through face to face but also through the internet. This phenomenon brings new business opportunities for some parties to reap profits, which then makes online stores as part of e-commerce. This research test five hypotheses, namely perceived usefulness has a positive and significant effect on trust in the application, perceived usefulness has a positive and significant effect on the intended use of the application, perceived ease of use has a positive and significant effect on trust in the application, perceived ease of use has an influence positive and significant effect on the intention to use the application, and trust in the application has a positive and significant effect on the intention to use the application. In this study, quantitative paradigms and causal research types are used. The data collection method used is the distribution of questionnaires with 5-point Likert scale. Respondents used in the study of this research are individuals who have already and intend to make transactions through the Tokopedia application in the next one month. The data analysis method used is PLS-SEM, where the measurement model and structural model tests were performed. The results of this study is all five hypotheses that were determined are accepted and none were rejected. The managerial implication of this study is that Tokopedia should increase the speed of product search by customers by making improvements to the search features, for example by providing search filters not only limited to prices but also based on the categories of goods sought by consumers, the location of sellers who ship goods , supported shipping services, condition of goods (new or used), ratings of other users, and others. In addition, the ease of use of the Tokopedia application for shopping needs to be improved and Tokopedia needs to increase the security of transactions so that customers trust the Tokopedia application to purchase products.
Item Type: | Thesis (Bachelor) | ||||||||||||
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Uncontrolled Keywords: | perceived usefulness; kepercayaan; perceived ease of use; niat penggunaan; Tokopedia | ||||||||||||
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 |
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Depositing User: | Users 1345 not found. | ||||||||||||
Date Deposited: | 17 Feb 2020 02:00 | ||||||||||||
Last Modified: | 21 Jul 2020 08:36 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/7248 |
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