Analisis Penggunaan Shopee Affiliate Program dengan Pendekatan Technology Acceptance Model (TAM), Perceived Trust dan Perceived Risk (Studi Kasus Seller Shopee Affiliate)

SAPUTRA, YUNUS (2024) Analisis Penggunaan Shopee Affiliate Program dengan Pendekatan Technology Acceptance Model (TAM), Perceived Trust dan Perceived Risk (Studi Kasus Seller Shopee Affiliate). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRAK Yunus Saputra; “Analisis Penggunaan Shopee Affiliate Program dengan Pendekatan Technology Acceptance Model (TAM), Perceived Trust dan Perceived Risk pada studi kasus Seller Shopee affiliate di DKI Jakarta” Skripsi, Jakarta: Program Studi Manajemen, Fakultas Ekonomi, Universitas Negeri Jakarta. Tim pembimbing: Andi Muhammad Sadat, SE., M.Si., Ph.D dan Rahmi, S.E., M.S.M Tujuan dari penelitian ini adalah untuk menguji pengaruh: 1) Perceived Usefulness terhadap Behavior Intention to Use. 2) Perceived Ease of Use terhadap Attitude towards Using. 3) Attitude towards Using terhadap Behavior Intention to Use. 4) Perceived Usefulness terhadap Attitude towards Using. 5) Perceived Ease of Use terhadap Behavior Intention to Use . 6) Perceived Trust terhadap Behavior Intention to Use. 7) Perceived Risk terhadap Behavior Intention to Use. 8) Perceived Trust terhadap Attitude towards Using. 9) Perceived Risk terhadap Attitude towards Using. Metode pengumpulan data menggunakan survei dengan instrumen berupa kuesioner yang disebarkan secara online. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik non-probability sampling. Responden adalah mereka yang pernah melalukan transaksi sebanyak tiga kali dalam tiga bulan terakhir pada Shopee affiliate. Sebanyak 400 responden dilibatkan, data dianalisis dengan menggunakan SEM-PLS 4. Hasil penelitian ini menunjukkan bahwa Perceived Usefulness, Perceived Ease of Use, Perceived Trust, Perceived Risk, dan Attitude towards Using memiliki pengaruh positif terhadap Behavior Intention to Use. Selanjutnya, Perceived Usefulness, Perceived Ease of Use dan Perceived Trust memiliki pengaruh positif terhadap Attitude towards Using. Sedangkan, Perceived Risk tidak memiliki pengaruh terhadap Attitude towards Using. Kata Kunci: Perceived Usefulness, Perceived Ease of Use, Perceived Trust, Perceived Risk, Attitude towards Using, Behavior Intention to Use

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