PENDEKATAN UTAUT UNTUK MENGANALISIS PENGGUNAAN PLATFORM TOKOPEDIA DALAM BELANJA ONLINE (Studi pada Mahasiswa di Kota Malang)
DOI:
https://doi.org/10.51903/kompak.v17i1.1787Keywords:
UTAUT, E-Commerce Platform, Students, Online ShoppingAbstract
The proliferation of e-commerce applications or platforms in Indonesia today provides society, especially students, with increasingly numerous options for online shopping. One example of such an application is Tokopedia. This research analyzes the use of the Tokopedia platform in online shopping utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT) approach. The population in this study is students in the city of Malang, with a sample approach using the Malhotra model, resulting in a sample size of 145 students. The results of SEM-PLS analysis indicate that Performance Expectancy, Effort Expectancy, and Trust have a positive and significant influence on the intention to use Tokopedia for online shopping among students in Malang. Meanwhile, Social Influence and Facilitating Conditions do not have a significant influence on the intention to use Tokopedia for online shopping among students in Malang city.
Keywords: UTAUT, E-Commerce Platform, Students, Online Shopping
References
[1] BPS, “Statistik E-Commerce 2022,” 2022.
[2] Sasana Digital., “25 Marketplace Online Terbesar Di Indonesia [Update 2023].,” 2023.
[3] T. Hidayat and D. S. Canta, “Analisis Kepuasan Pengguna Terhadap Penerapan Aplikasi Tokopedia dengan Menggunakan Metode TAM,” JURIKOM (Jurnal Riset Komputer), vol. 9, no. 2, p. 472, Apr. 2022, doi: 10.30865/jurikom.v9i2.4088.
[4] Kompasiana, “Perilaku Belanja Online Di Kalangan Mahasiswa. Kompasiana,” p. a, 2021.
[5] Kompasiana, “Perilaku Belanja Online Di Kalangan Mahasiswa,” 2021.
[6] R. S. , Melati and R. Dwijayanti, “Pengaruh Harga Dan Online Consumer Review Terhadap Keputusan Pembelian Case Handphone Pada Marketplace Shopee (Studi Pada Mahasiswa Surabaya),” Jurnal Pendidikan Tata Niaga (Jptn), vol. 8, no. 2, 2020.
[7] Venkates, Viswanath And Morris, Michael G. And Davis, Gordon B. And Davis, and & Fred D, “User Acceptance Of Information Technology: Toward A Unified View ,” Mis Quarterly, vol. Vol 27, pp. 425–478, 2003.
[8] S. Yusuf, M. I. Abas, S. Syahrial, and R. Lamusu, “PENERAPAN MODEL UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY (UTAUT) TERHADAP PENGGUNAAN SISTEM INFORMASI AKADEMIK UNIVERSITAS MUHAMMADIYAH GORONTALO,” Jurnal Ilmu Komputer (JUIK), vol. 2, no. 2, p. 31, Oct. 2022, doi: 10.31314/juik.v2i2.1714.
[9] Venkatesh, Viswanath and Morris, Michael G. and Davis, Gordon B. and Davis, and Fred D., “User Acceptance of Information Technology: Toward a Unified View ,” MIS Quarterly, vol. Vol 27, pp. 425–478, Nov. 2003.
[10] I. G. A. Sukarya, I. M. A. Pradnyana, and N. Sugihartini, “ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU PENGGUNAAN SISTEM E-LEARNING UNDIKSHA DENGAN MODEL UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY (UTAUT),” INSERT : Information System and Emerging Technology Journal, vol. 1, no. 2, p. 62, Jan. 2021, doi: 10.23887/insert.v1i2.25940.
[11] S. Vatanasakdakul, C. Aoun, and Y. H. Suyoso Putra, “Social media in micro-enterprises: Exploring adoption in the Indonesian retail sector,” Journal of Global Information Management, vol. 28, no. 3, pp. 184–203, Jul. 2020, doi: 10.4018/JGIM.2020070110.
[12] A. S. Sutedjo, “ANALISIS PENGARUH KEPERCAYAAN, KEAMANAN, SERTA PERSEPSI RISIKO TERHADAP MINAT BELI KONSUMEN BELANJA ONLINE SHOPEE,” JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS, vol. 3, no. 2, pp. 165–178, Oct. 2021, doi: 10.59806/tribisnis.v3i2.40.
[13] A. A. Parhusip and N. I. Lubis, “PENGARUH ORIENTASI BELANJA, KEPERCAYAAN ONLINE, DAN PENGALAMAN PEMBELIAN TERHADAP MINAT BELI SECARA ONLINE (STUDI KASUS PADA TOKO ONLINE TOKOPEDIA),” Ekombis Sains: Jurnal Ekonomi, Keuangan dan Bisnis, vol. 5, no. 2, pp. 77–88, Dec. 2020, doi: 10.24967/ekombis.v5i2.748.
[14] Hair, Jr. G Tomas M Hult, Christian M. Ringle, and Marko Sarsteadt, A PRIMER ON PARTIAL LEAST SQUARES STRUCTURAL EQUATION MODELING (PLS-SEM). 2017.
[15] Henseler and J, “Common Beliefs and Reality about Partial Least Squares: Comments on Ronkko & Evermann (2013),” Organ Res Methods, vol. 17, no. 02, pp. 182–209, 2009.
[16] Chin, W, and W, “The partial least squares approach for structural equation modeling,” In Goeorge A. Marcoulides (Ed), Modern Methods for Business Research, Lawrence Erlbaum Associaties., 1998.
[17] Hock and Ringle, “Partial Least squares structural equation modeling in HRM research,” 2010.
[18] Cohen and J, “Statistical Power Analysis for the Behavioral Sciences (2nd ed.),” Hillsdale N.J L. Erlbaum Associates, 1988.
[19] R. Piarna and F. Fathurohman, “Adopsi E-Commerce oleh Konsumen Milenial Pada Produk UMKM Di Kota Subang Menggunakan Model UTAUT In Consumer Contex,” Jurnal Teknologi Informasi dan Ilmu Komputer, vol. 7, no. 5, pp. 1021–1028, Oct. 2020, doi: 10.25126/jtiik.2020712635.
[20] L. L. Marciano, M. J. Chandra, and V. Iskandar, “ANALISIS PENERAPAN MODEL UTAUT (UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY) TERHADAP MINAT BELI PADA SAYURBOX,” Jurnal Manajemen Perhotelan, vol. 8, no. 2, pp. 80–91, Jan. 2023, doi: 10.9744/jmp.8.2.80-91.
[21] S. N. Putri and M. Ariyanti, “Faktor-Faktor Yang Mempengaruhi Minat Beli Konsumen Dalam Melakukan Pembelian Produk Secara Online Di Lazada Indonesia,” E-Proceeding Of Management, vol. 5, no. 2, 2018.
[22] Wibowo and Lina, “Analisis behavioral intention pada layanan aplikasi GoApotik,” Jurnal Manajemen Bisnis dan Kewirausahaan, vol. 7, no. 1, pp. 38–49, Jan. 2023, doi: 10.24912/jmbk.v7i1.22468.
[23] H. Taan, “Kemudahan Penggunaan dan Harga Terhadap Minat Beli Online Konsumen,” e-Journal Ekonomi Bisnis dan Akuntansi, vol. 8, no. 1, p. 89, Mar. 2021, doi: 10.19184/ejeba.v8i1.19502.
[24] M. A. Maskuri, E. N. Kurniawan, M. K. Wardani, and M. Andriyani, “KEPERCAYAAN, KEMUDAHAN PENGGUNAAN DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI ONLINE,” Jurnal Manajemen Kewirausahaan, vol. 16, no. 2, p. 139, Dec. 2019, doi: 10.33370/jmk.v16i2.348.
[25] M. S. H. J. S. Nyswee Alda, “Pengaruh Kemudahan Penggunaan Aplikasi Online, Fitur Layanan Dan Promosi Cash Back Ovo Terhadap Minat Belanja Masyarakat Di Kota Medan. ,” Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi, vol. 5, no. 2, 2021.
[26] A. Syahril, D. Kurniawati, and M. Adinata, “PENGARUH IKLAN LAZADA TERHADAP MINAT BELI BARANG SECARA ONLINE DI KALANGAN MAHASISWA,” Algebra : Jurnal Pendidikan, Sosial dan Sains, vol. 3, no. 1, Mar. 2023, doi: 10.58432/algebra.v3i1.744.
[27] N. Latifah and S. Ike Wardani, “PENGARUH PROMOSI TERHADAP MINAT BELANJA ONLINE MELALUI KEMAJUAN TEKNOLOGI INTERNET DI KOTA BLITAR,” Ar-Risalah: Media Keislaman, Pendidikan dan Hukum Islam, vol. 17, no. 1, p. 106, Apr. 2019, doi: 10.29062/arrisalah.v17i1.225.
[28] F. M. Hapsari, S. Sudarwati, and F. S. Marwati, “Pengaruh brand trust, media sosial dan online consumer review terhadap minat beli,” JURNAL MANAJEMEN, vol. 14, no. 1, pp. 91–97, Apr. 2022, doi: 10.30872/jmmn.v14i1.10747.
[29] D.- Aprilia, N. E. Sari, and M. Berlianantiya, “PENGARUH LITERASI DIGITAL TERHADAP PERILAKU BELANJA ONLINE PADA GEN -Z DI UNIVERSITAS PGRI MADIUN,” EQUILIBRIUM : Jurnal Ilmiah Ekonomi dan Pembelajarannya, vol. 10, no. 2, p. 179, Jul. 2022, doi: 10.25273/equilibrium.v10i2.13447.
[30] C. Aoun, Y. Hidayah, and S. Putra, “Connecting the Dots through Social Media: A Lifeline for Micro Enterprises Savanid (Nui) Vatanasakdakul.”
[31] T. Aditya and L. P. Mahyuni, “Pengaruh literasi keuangan, persepsi kemudahan, manfaat, keamanan dan pengaruh sosial terhadap minat penggunaan fintech,” FORUM EKONOMI, vol. 24, no. 2, pp. 245–258, Apr. 2022, doi: 10.30872/jfor.v24i2.10330.
[32] T. N. R. Rizali and . S., “Pengaruh Orientasi Belanja dan Kepercayaan Konsumen Terhadap Perilaku Belanja Online,” Prosiding FRIMA (Festival Riset Ilmiah Manajemen dan Akuntansi), no. 3, pp. 278–289, Feb. 2022, doi: 10.55916/frima.v0i3.300.
[33] I. S. Hartanto, A. R. Yuwono, and R. Ananda, “FENOMENA PERILAKU DAN SIKAP BELANJA OFFLINE DAN ONLINE SHOPPING PADA MASYARAKAT MILLENIAL DI JAKARTA,” Jurnal Seni dan Reka Rancang: Jurnal Ilmiah Magister Desain, vol. 3, no. 2, pp. 173–188, Jun. 2021, doi: 10.25105/jsrr.v3i2.9427.
[2] Sasana Digital., “25 Marketplace Online Terbesar Di Indonesia [Update 2023].,” 2023.
[3] T. Hidayat and D. S. Canta, “Analisis Kepuasan Pengguna Terhadap Penerapan Aplikasi Tokopedia dengan Menggunakan Metode TAM,” JURIKOM (Jurnal Riset Komputer), vol. 9, no. 2, p. 472, Apr. 2022, doi: 10.30865/jurikom.v9i2.4088.
[4] Kompasiana, “Perilaku Belanja Online Di Kalangan Mahasiswa. Kompasiana,” p. a, 2021.
[5] Kompasiana, “Perilaku Belanja Online Di Kalangan Mahasiswa,” 2021.
[6] R. S. , Melati and R. Dwijayanti, “Pengaruh Harga Dan Online Consumer Review Terhadap Keputusan Pembelian Case Handphone Pada Marketplace Shopee (Studi Pada Mahasiswa Surabaya),” Jurnal Pendidikan Tata Niaga (Jptn), vol. 8, no. 2, 2020.
[7] Venkates, Viswanath And Morris, Michael G. And Davis, Gordon B. And Davis, and & Fred D, “User Acceptance Of Information Technology: Toward A Unified View ,” Mis Quarterly, vol. Vol 27, pp. 425–478, 2003.
[8] S. Yusuf, M. I. Abas, S. Syahrial, and R. Lamusu, “PENERAPAN MODEL UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY (UTAUT) TERHADAP PENGGUNAAN SISTEM INFORMASI AKADEMIK UNIVERSITAS MUHAMMADIYAH GORONTALO,” Jurnal Ilmu Komputer (JUIK), vol. 2, no. 2, p. 31, Oct. 2022, doi: 10.31314/juik.v2i2.1714.
[9] Venkatesh, Viswanath and Morris, Michael G. and Davis, Gordon B. and Davis, and Fred D., “User Acceptance of Information Technology: Toward a Unified View ,” MIS Quarterly, vol. Vol 27, pp. 425–478, Nov. 2003.
[10] I. G. A. Sukarya, I. M. A. Pradnyana, and N. Sugihartini, “ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU PENGGUNAAN SISTEM E-LEARNING UNDIKSHA DENGAN MODEL UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY (UTAUT),” INSERT : Information System and Emerging Technology Journal, vol. 1, no. 2, p. 62, Jan. 2021, doi: 10.23887/insert.v1i2.25940.
[11] S. Vatanasakdakul, C. Aoun, and Y. H. Suyoso Putra, “Social media in micro-enterprises: Exploring adoption in the Indonesian retail sector,” Journal of Global Information Management, vol. 28, no. 3, pp. 184–203, Jul. 2020, doi: 10.4018/JGIM.2020070110.
[12] A. S. Sutedjo, “ANALISIS PENGARUH KEPERCAYAAN, KEAMANAN, SERTA PERSEPSI RISIKO TERHADAP MINAT BELI KONSUMEN BELANJA ONLINE SHOPEE,” JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS, vol. 3, no. 2, pp. 165–178, Oct. 2021, doi: 10.59806/tribisnis.v3i2.40.
[13] A. A. Parhusip and N. I. Lubis, “PENGARUH ORIENTASI BELANJA, KEPERCAYAAN ONLINE, DAN PENGALAMAN PEMBELIAN TERHADAP MINAT BELI SECARA ONLINE (STUDI KASUS PADA TOKO ONLINE TOKOPEDIA),” Ekombis Sains: Jurnal Ekonomi, Keuangan dan Bisnis, vol. 5, no. 2, pp. 77–88, Dec. 2020, doi: 10.24967/ekombis.v5i2.748.
[14] Hair, Jr. G Tomas M Hult, Christian M. Ringle, and Marko Sarsteadt, A PRIMER ON PARTIAL LEAST SQUARES STRUCTURAL EQUATION MODELING (PLS-SEM). 2017.
[15] Henseler and J, “Common Beliefs and Reality about Partial Least Squares: Comments on Ronkko & Evermann (2013),” Organ Res Methods, vol. 17, no. 02, pp. 182–209, 2009.
[16] Chin, W, and W, “The partial least squares approach for structural equation modeling,” In Goeorge A. Marcoulides (Ed), Modern Methods for Business Research, Lawrence Erlbaum Associaties., 1998.
[17] Hock and Ringle, “Partial Least squares structural equation modeling in HRM research,” 2010.
[18] Cohen and J, “Statistical Power Analysis for the Behavioral Sciences (2nd ed.),” Hillsdale N.J L. Erlbaum Associates, 1988.
[19] R. Piarna and F. Fathurohman, “Adopsi E-Commerce oleh Konsumen Milenial Pada Produk UMKM Di Kota Subang Menggunakan Model UTAUT In Consumer Contex,” Jurnal Teknologi Informasi dan Ilmu Komputer, vol. 7, no. 5, pp. 1021–1028, Oct. 2020, doi: 10.25126/jtiik.2020712635.
[20] L. L. Marciano, M. J. Chandra, and V. Iskandar, “ANALISIS PENERAPAN MODEL UTAUT (UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY) TERHADAP MINAT BELI PADA SAYURBOX,” Jurnal Manajemen Perhotelan, vol. 8, no. 2, pp. 80–91, Jan. 2023, doi: 10.9744/jmp.8.2.80-91.
[21] S. N. Putri and M. Ariyanti, “Faktor-Faktor Yang Mempengaruhi Minat Beli Konsumen Dalam Melakukan Pembelian Produk Secara Online Di Lazada Indonesia,” E-Proceeding Of Management, vol. 5, no. 2, 2018.
[22] Wibowo and Lina, “Analisis behavioral intention pada layanan aplikasi GoApotik,” Jurnal Manajemen Bisnis dan Kewirausahaan, vol. 7, no. 1, pp. 38–49, Jan. 2023, doi: 10.24912/jmbk.v7i1.22468.
[23] H. Taan, “Kemudahan Penggunaan dan Harga Terhadap Minat Beli Online Konsumen,” e-Journal Ekonomi Bisnis dan Akuntansi, vol. 8, no. 1, p. 89, Mar. 2021, doi: 10.19184/ejeba.v8i1.19502.
[24] M. A. Maskuri, E. N. Kurniawan, M. K. Wardani, and M. Andriyani, “KEPERCAYAAN, KEMUDAHAN PENGGUNAAN DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI ONLINE,” Jurnal Manajemen Kewirausahaan, vol. 16, no. 2, p. 139, Dec. 2019, doi: 10.33370/jmk.v16i2.348.
[25] M. S. H. J. S. Nyswee Alda, “Pengaruh Kemudahan Penggunaan Aplikasi Online, Fitur Layanan Dan Promosi Cash Back Ovo Terhadap Minat Belanja Masyarakat Di Kota Medan. ,” Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi, vol. 5, no. 2, 2021.
[26] A. Syahril, D. Kurniawati, and M. Adinata, “PENGARUH IKLAN LAZADA TERHADAP MINAT BELI BARANG SECARA ONLINE DI KALANGAN MAHASISWA,” Algebra : Jurnal Pendidikan, Sosial dan Sains, vol. 3, no. 1, Mar. 2023, doi: 10.58432/algebra.v3i1.744.
[27] N. Latifah and S. Ike Wardani, “PENGARUH PROMOSI TERHADAP MINAT BELANJA ONLINE MELALUI KEMAJUAN TEKNOLOGI INTERNET DI KOTA BLITAR,” Ar-Risalah: Media Keislaman, Pendidikan dan Hukum Islam, vol. 17, no. 1, p. 106, Apr. 2019, doi: 10.29062/arrisalah.v17i1.225.
[28] F. M. Hapsari, S. Sudarwati, and F. S. Marwati, “Pengaruh brand trust, media sosial dan online consumer review terhadap minat beli,” JURNAL MANAJEMEN, vol. 14, no. 1, pp. 91–97, Apr. 2022, doi: 10.30872/jmmn.v14i1.10747.
[29] D.- Aprilia, N. E. Sari, and M. Berlianantiya, “PENGARUH LITERASI DIGITAL TERHADAP PERILAKU BELANJA ONLINE PADA GEN -Z DI UNIVERSITAS PGRI MADIUN,” EQUILIBRIUM : Jurnal Ilmiah Ekonomi dan Pembelajarannya, vol. 10, no. 2, p. 179, Jul. 2022, doi: 10.25273/equilibrium.v10i2.13447.
[30] C. Aoun, Y. Hidayah, and S. Putra, “Connecting the Dots through Social Media: A Lifeline for Micro Enterprises Savanid (Nui) Vatanasakdakul.”
[31] T. Aditya and L. P. Mahyuni, “Pengaruh literasi keuangan, persepsi kemudahan, manfaat, keamanan dan pengaruh sosial terhadap minat penggunaan fintech,” FORUM EKONOMI, vol. 24, no. 2, pp. 245–258, Apr. 2022, doi: 10.30872/jfor.v24i2.10330.
[32] T. N. R. Rizali and . S., “Pengaruh Orientasi Belanja dan Kepercayaan Konsumen Terhadap Perilaku Belanja Online,” Prosiding FRIMA (Festival Riset Ilmiah Manajemen dan Akuntansi), no. 3, pp. 278–289, Feb. 2022, doi: 10.55916/frima.v0i3.300.
[33] I. S. Hartanto, A. R. Yuwono, and R. Ananda, “FENOMENA PERILAKU DAN SIKAP BELANJA OFFLINE DAN ONLINE SHOPPING PADA MASYARAKAT MILLENIAL DI JAKARTA,” Jurnal Seni dan Reka Rancang: Jurnal Ilmiah Magister Desain, vol. 3, no. 2, pp. 173–188, Jun. 2021, doi: 10.25105/jsrr.v3i2.9427.
Downloads
Published
2024-04-05
How to Cite
Caniago, D. A., & Putra , Y. H. S. (2024). PENDEKATAN UTAUT UNTUK MENGANALISIS PENGGUNAAN PLATFORM TOKOPEDIA DALAM BELANJA ONLINE (Studi pada Mahasiswa di Kota Malang) . Kompak :Jurnal Ilmiah Komputerisasi Akuntansi , 17(1), 234–248. https://doi.org/10.51903/kompak.v17i1.1787
Issue
Section
Articles
.png)
