FAKTOR-FAKTOR DALAM MODEL UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY 2 (UTAUT 2) YANG MEMENGARUHI NIAT PERILAKU DAN PERILAKU PENGGUNAAN PADA APLIKASI SHOPEE

PERTIWI, UMI and Oktadini, Nabila Rizky (2022) FAKTOR-FAKTOR DALAM MODEL UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY 2 (UTAUT 2) YANG MEMENGARUHI NIAT PERILAKU DAN PERILAKU PENGGUNAAN PADA APLIKASI SHOPEE. Undergraduate thesis, Sriwijaya University.

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Abstract

Electronic commerce (E-Commerce) is a trading system that uses applications in its operations. The use of the application certainly makes it easier for buyers to shop because it can be done anywhere and anytime. For E-commerce companies, the success of a marketplace is seen from the number of visitors to the application. The number of visitors to the application states how often the application is used. Based on a report on the Indonesian E-commerce map on the official iprice group website, in the fourth quarter of 2020, the number of shopee application visitors was 129,320,800 visitors, but in the first quarter of 2021, the number of visitors decreased to 127,400,000 visitors. The purpose of this study is to determine the factors that influence behavioral intentions and usage behavior on the shopee application using the UTAUT 2 model for shopee application users in the city of Palembang. The variables used in this study are performance expectations, business expectations, social influences, facilitating conditions, hedonic motivation, price values, habits, behavioral intentions and, usage behavior. The number of respondents who can be analyzed and carried out data processing amounted to 205 respondents. The research data was obtained from distributing questionnaires online using google forms with the help of social media. The research method uses quantitative methods and validity and reliability analysis techniques using the Rasch model, classical assumption test, ANOVA test , and partial test. The results of the study can be concluded that the variables of business expectations, social influences, facilitating conditions and habits affect the behavioral intentions and behavior of using shopee applications. The behavioral intention variable affects the behavior of using the shopee application. As well as the variables that have a significant / most influential effect, namely the facilitating condition variables, habits and behavioral intentions. And obtained recommendations for improvement for the shopee application from the results of this study. KEYWORD: Application Acceptance, E-Commerce, Shopee, UTAUT 2, Stitistic Analysis

Item Type:	Thesis (Undergraduate)
Subjects:	T Technology > T Technology (General) > T1-995 Technology (General)
Divisions:	09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User:	Umi Pertiwi
Date Deposited:	26 Jan 2022 06:00
Last Modified:	26 Jan 2022 06:00
URI:	http://repository.unsri.ac.id/id/eprint/62690

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