Analisis Persepsi Kemudahan Dan Persepsi Manfaat Terhadap Niat Menggunakan Social Commerce (Studi Kasus Pada Ukm Di Kabupaten Magetan)

Firdha Afsari Putri; Yessy Artanti; Sri Setyo Iriani

doi:10.31539/costing.v7i5.11424

Firdha Afsari Putri Universitas Negeri Surabaya
Yessy Artanti Universitas Negeri Surabaya
Sri Setyo Iriani Universitas Negeri Surabaya

DOI: https://doi.org/10.31539/costing.v7i5.11424

Keywords: perceived ease of use, perceived usefulness, intention to use, social commerce.

Abstract

Along with the rapid development of technology, the digital world and the internet have an impact on the world of marketing. Global marketing trends are shifting from traditional or conventional to digital or online. Some online marketing tools that SME actors can consider are social media. Social media that can be used include Instagram, Facebook, and Tiktok. The following research aims to analyze the effect of perceived ease of use and perceived usefulness on intention to use. The following research uses a quantitative type of study. Respondents in this research are SME actors in Magetan Regency who have used social media but have never marketed their products through social commerce with aged over 17 years. The data obtained from 100 subjects were processed using multiple linear regression analysis technique. The research results explain that perceived ease of use has positive effect on intention to use and perceived usefulness have a positive effect on intention to use.

References

Agustina, D. (2017). Fitur Social Commerce dalam Website E-commerce di Indonesia. Jurnal Informatika Mulawarman 12(1): 25-29.
Anggraeni, M., & Sanaji. (2021). Pengaruh penggunaan media sosial terhadap kinerja pemasaran selama pandemi covid-19 dengan mediasi kemampuan inovasi dan kemampuan branding (studi pada pelaku UMKM yang menggunakan media sosial). Jurnal Ilmu Manajemen. 9(2): 752-767.
Banerji, R., and Singh, A., (2022). An empirical study on consumer attitude and behavioral intention to adopt mobile wallet in India, Int. J. Electronic Banking, 3(2): 83-99.
Castillo, E.H., Cabanillas, F.J.L., Ramos, A.F.V. (2023). Intention to use e-commerce vs physical shopping. Difference between consumers in the post-COVID era. Journal of Business Research, 157(2023): 1-12.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly.
Durman, T., & Musdholifah. (2020). Integrasi Technology Acceptance Model Dan Theory Of Planned Behavior Terhadap Intention To Use Mobile Payment (Studi Pada Pengguna Ovo Di Surabaya). Jurnal Ilmu Manajemen. 8(2): 621-633.
Handarkho, Y. D., (2020). Social experience vs. social technology in enhancing the intention to use social commerce: a case study of Indonesia. Journal of Enterprise Information Management. 34(3): 860-883.
Hu T., Dai H., Salam A. F. (2019). Integrative qualities and dimensions of social commerce: Toward a unified view. Information & Management, 56, 249–270.
Nadlifatin, R., Ardiansyahmiraja, B., Persada, S.F., (2020). The Measurement of University Students’ Intention to Use Blended Learning System through Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) at Developed and Developing Regions: Lessons Learned from Taiwan and Indonesia. International Journal of Emerging Technologies in Learning. 15(09), 219-230.
Putri, R.R., dan Iriani, S.S. (2021). Pengaruh perceived ease of use dan perceived usefulness terhadap keputusan penggunaan aplikasi tokopedia melalui trust sebagai variabel intervening, Jurnal Ilmu Manajemen. 9(2), 708-722.
Sijabat, Y. P., Hirawati, H., & Giovanni, A., (2020). Pengaruh persepsi kemudahan dan persepsi manfaat terhadap niat penggunaan teknologi keuangan sebagai alat pembayaran. Jurnal Riset Enterpreneurship. 30(1): 46-53.
Sillia, S.M., dan Ishak, A. (2023). Social Commerce: Faktor-Faktor yang Mempengaruhi Niat Pembelian Kembali Pelanggan dan Niat E-WOM. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen. 2(3), 1-21.
Umaningsih, W. P., & Wardani, D. K., (2020). Pengaruh persepsi kemudahan, fitur layanan, dan keamanan terhadap niat menggunakan e-money. Jurnal Akuntansi dan Ekonomi. 5(3): 113-119.
Wang, C., Ahmad, S.F., Ayassrah, B.A., Awwad, E.M., et al. (2023). An empirical evaluation of technology acceptance model for Artificial Intelligence in E-Commerce. Heliyon. 9(2023), 1-20.