Penerimaan dan Penggunaan Aplikasi Belanja Online Pada Transaksi Pure E-Commerce

Harmiati Hatta

Sari


Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi behavioral intention (BI) dan use behavior (UB) dalam menggunakan aplikasi belanja online pada transaksi pure e-commerce. Model penelitian ini menggunakan Unified Theory of Acceptance and Use of Technology (UTAUT) yang terdiri atas empat variabel independen yaitu performance expectancy (PE), effort expectancy (EF), social influence (SI), dan facilitating conditions (FC). Dua variabel dependennya yaitu behavioral intention (BI) dan use behavior (UB). Populasi penelitian ini yaitu seluruh masyarakat Indonesia yang telah menggunakan aplikasi belanja online secara pure EC. Teknik pengambilan sampel menggunakan purposive sampling yang akan disebar melalui link kuesioner. Jumlah sampel sebanyak 111 responden. Teknik analisis data yang digunakan yaitu Structure Equation Model SmartPLS 3. Hasil dari penelitian menunjukkan bahwa faktor-faktor performance expectancy (PE), effort expectancy (EE), dan social influence (SI) berpengaruh signifikan terhadap behavioral intention (BI). facilitating condition (FC) dan behavioral intention (BI) berpengaruh signifikan terhadap use behavior (UB).

Kata Kunci: Belanja Online, Pure E-Commerce, UTAUT.

Teks Lengkap:

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Referensi


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Alajmi, M. A., & Alotaibi, J. H. (2020). Reconceptualization of system use in the context of the digital library: what are the roles of UTAUT and IS success models? Journal of Electronic Resources Librarianship, 32(3), 151–181. https://doi.org/10.1080/1941126X.2020.1790943

Aliaño, Á. M., Hueros, A. M. D., Franco, M. D. G., & Aguaded, I. (2019). Mobile learning in university contexts based on the unified theory of acceptance and use of technology (UTAUT). Journal of New Approaches in Educational Research, 8(1), 7–17. https://doi.org/10.7821/naer.2019.1.317

Almaiah, M. A., Alamri, M. M., & Al-Rahmi, W. (2019). Applying the UTAUT Model to Explain the Students’ Acceptance of Mobile Learning System in Higher Education. IEEE Access, 7, 174673–174686. https://doi.org/10.1109/ACCESS.2019.2957206

Baishya, K., & Samalia, H. V. (2020). Extending unified theory of acceptance and use of technology with perceived monetary value for smartphone adoption at the bottom of the pyramid. International Journal of Information Management, 51(September 2018), 102036. https://doi.org/10.1016/j.ijinfomgt.2019.11.004

Baswara, S., Yulianto, A., & Junarto, Heru, F. (2020). Analysis of Non-Professional Investor’s Intention to Use XBRL-based Financial Statements Using Social Influence and Effort Expectancy Variables from the Unified Theory of Acceptance and Use of Technology (UTAUT) Model. International Conference on Economics Business and Economic Education Science. https://doi.org/10.4108/eai.22-7-2020.2307934

Ben Arfi, W., Ben Nasr, I., Khvatova, T., & Ben Zaied, Y. (2020). Understanding acceptance of eHealthcare by IoT natives and IoT immigrants: An integrated model of UTAUT, perceived risk, and financial cost. Technological Forecasting and Social Change, October, 120437. https://doi.org/10.1016/j.techfore.2020.120437

Catriana, E. (2020). Shopee 9.9 Super Shopping Day, 12 Juta Produk Terjual dalam 1 Jam. Kompas.Com.

Chao, C. M. (2019). Factors determining the behavioral intention to use mobile learning: An application and extension of the UTAUT model. Frontiers in Psychology, 10(JULY), 1–14. https://doi.org/10.3389/fpsyg.2019.01652

Chikondi Daka, G., & Phiri, J. (2019). Factors Driving the Adoption of E-banking Services Based on the UTAUT Model. International Journal of Business and Management, 14(6), 43. https://doi.org/10.5539/ijbm.v14n6p43

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Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2019). Re-examining the Unified Theory of Acceptance and Use of Technology (UTAUT): Towards a Revised Theoretical Model. Information Systems Frontiers, 21(3), 719–734. https://doi.org/10.1007/s10796-017-9774-y

Femmy, F., Sultan, M. A., & Hurriyati, R. (2020). Differences in Drivers and Barriers of Online Shopping Intention Between Young and Middle-Aged Adults Through the Application of Utaut Model and Innovation Resistance Theory: Gender As a Moderating Variable. Dinasti International Journal of Digital Business Management, 1(2), 277-289., 21–36. https://dinastipub.org/DIJDBM/article/download/158/116

Hartono, J. (2007). Sistem Informasi Keperilakuan. Penerbit ANDI.

Hartono, J. (2015). Metodologi Penelitian Bisnis Salah Kaprah Dan Pengalaman-Pengalaman (6thed ed.). BPFE UGM.

Isaac, O., Abdullah, Z., Aldholay, A. H., & Abdulbaqi Ameen, A. (2019). Antecedents and outcomes of internet usage within organisations in Yemen: An extension of the Unified Theory of Acceptance and Use of Technology (UTAUT) model. Asia Pacific Management Review, 24(4), 335–354. https://doi.org/10.1016/j.apmrv.2018.12.003

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Khechine, H., Raymond, B., & Augier, M. (2020). The adoption of a social learning system: Intrinsic value in the UTAUT model. British Journal of Educational Technology, 51(6), 2306–2325. https://doi.org/10.1111/bjet.12905

Mukminin, A., Rachman, R., & Wahyudi, H. (2019). Penerapan Model Utaut Untuk Perilaku Pengguna “Paylater” Di Dalam Traveloka. Jurnal Computech & Bisnis, 13(2), 81–90.

Palau-Saumell, R., Forgas-Coll, S., Sánchez-García, J., & Robres, E. (2019). User Acceptance of Mobile Apps for Restaurants: An Expanded and Extended UTAUT-2. Sustainability, 11(4), 1210. https://doi.org/10.3390/su11041210

Patil, P., Tamilmani, K., Rana, N. P., & Raghavan, V. (2020). Understanding consumer adoption of mobile payment in India: Extending Meta-UTAUT model with personal innovativeness, anxiety, trust, and grievance redressal. International Journal of Information Management, 54(February), 102144. https://doi.org/10.1016/j.ijinfomgt.2020.102144

Piarna, R., & Fathurohman, F. (2019). ADOPSI E-COMMERCE PADA UMKM DI KOTA SUBANG MENGGUNAKAN MODEL UTAUT Rian Piarna 1) , Ferdi Fathurohman 2) 1). Jurnal Ilmiah Ilmu Dan Teknologi Rekayasa, 2(September). https://doi.org/10.31962/34

Rahi, S., & Abd.Ghani, M. (2019). Investigating the role of UTAUT and e-service quality in internet banking adoption setting. TQM Journal, 31(3), 491–506. https://doi.org/10.1108/TQM-02-2018-0018

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Sekaran, Uma, Bougie, R. (2019). Metodologi Penelitian untuk Bisnis. Salemba Empat.

Soh, P. Y., Heng, H. B., Selvachandran, G., Anh, L. Q., Chau, H. T. M., Son, L. H., Abdel-Baset, M., Manogaran, G., & Varatharajan, R. (2020). Perception, acceptance and willingness of older adults in Malaysia towards online shopping: a study using the UTAUT and IRT models. Journal of Ambient Intelligence and Humanized Computing, 0123456789. https://doi.org/10.1007/s12652-020-01718-4

Soomro, Y. A. (2019). Understanding the adoption of sadad e-payments: UTAUT combined with religiosity as moderator. International Journal of E-Business Research, 15(1), 55–74. https://doi.org/10.4018/IJEBR.2019010104

Tarhini, A., El-Masri, M., Ali, M., & Serrano, A. (2016). Extending the utaut model to understand the customers’ acceptance and use of internet banking in lebanon a structural equation modeling approach. Information Technology and People, 29(4), 830–849. https://doi.org/10.1108/ITP-02-2014-0034

Turban. Efraim Turban, Jon Outland, David King, Jae Kyu Lee, Ting-Peng Liang, D. C. T. (2018). Electronic Commerce 2018 A Managerial and Social Networks Perspective (Ninth Edit). Springer.

Wijaya, K., & Handriyantini, E. (2020). Analisis Faktor yang Mempengaruhi Behavioral Intention pada Online Analisis Faktor yang Mempengaruhi Behavioral Intention pada Online Marketplace Menggunakan Model UTAUT ( Studi Kasus : Shopee ). 4(1), 323–332. https://ejournal.jak-stik.ac.id/index.php/sentik/article/view/321/195




DOI: https://doi.org/10.37531/mirai.v8i1.4562

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