MAULANA, BAGUS (2020) ANALISIS PERILAKU KONSUMEN DENGAN MODEL MODIFIED UNIFIED THEORY OF ACCEPTANCE AND USE TECHNOLOGY 2 (UTAUT2) PADA E-COMMERCE TOKOPEDIA DI GUNUNG PUTRI. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to find and analyze modified unified theory of acceptance and use technology 2 (UTAUT2) models in Tokopedia. The object of the research is all online shoppers in Gunung Putri who have explored onlineshop accounts and or have ever purchased products via Tokopedia. The method used in this study is a descriptive and verifiative method using 100 samples of respondents. The results of the data process are done using the PLS-SEM method with the help of smartPLS 3 software. The results showed that performance expectations, effort expectancy, social influence, facilitating condition, and price value, had a positive and positive influence on behavioral intentions. The highest statistical t is effort expectancy of 3,429. While other independent variables such as hedonic motivation, habit, and trust proved to have a positive and insignificant effect on behavioral intentions. Meanwhile, facilitating condition, habit, and behavioral intention are shown to directly have a positive and significant effect on use behavior. Keywords: E-Commerce, UTAUT2 Penelitian ini bertujuan mengetahui dan menganalisis model Modified Unified Theory Of Acceptance And Use Technology 2 (UTAUT2) di Tokopedia. Objek pada penelitian yaitu seluruh online shoppers di Gunung Putri yang pernah eksplorasi account onlineshop dan atau pernah membeli produk via Tokopedia. Metode yang digunakan pada penelitian ini adalah metode deskriptif dan verifikatif dengan menggunakan 100 sampel responden. Hasil dari olah data dilakukan dengan menggunakan metode PLS-SEM dengan bantuan software smartPLS 3. Hasil penelitian menunjukkan bahwa performance expectation, effort expectancy, social influence, facilitating condition, dan price value, memiliki pengaruh positif dan signifikan terhadap behavioral intention. Yang mana t statistik tertinggi yaitu effort expectancy sebesar 3,429. Sedangkan variabel independen lainnya seperti hedonic motivation, habit, dan trust terbukti berpengaruh positif dan tidak signifikan terhadap behavioral intention. Sementara itu facilitating condition, habit, dan behavioral intention terbukti secara langsung berpengaruh positif dan signifikan terhadap use behavior. Kata Kunci: E-Commerce, UTAUT2
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