ANALISIS TECHNOLOGY ACCEPTANCE MODEL PADA APLIKASI PLATFORM SHOPEE DENGAN PENDEKATAN PARTIAL LEAST SQUARE (STUDI KASUS PADA MAHASISWA UNIVERSITAS DIPONEGORO)

Abstract

E-commerce refers to business transactions using digital networks such as the internet. Based on the rank on the Appstore and Playstore, Shopee places the first rank. In 2019, Shopee had 56 million visitors. Meanwhile, in the same year, it had 3,225 workers. The imbalance between the number of Shopee visitors and Shopee employees allows users to be disappointed with Shopee's services, but on the other hand, there are also many users who are happy with its services. With both positive and negative responses to the services provided by Shopee, this study analyzes the factors affecting the acceptance of Shopee Apps on students of Universitas Diponegoro Semarang. The analysis was based on the Technology Acceptance Model (TAM). It used the Structural Equation Modeling with the Partial Least Square (SEM-PLS) approach. The study used primary data obtained by distributing questionnaires to students of Universitas Diponegoro. The result showed 28 valid indicators, 5 deal inner models, and 8 significant pathways. All the causality between latent variables contained in the Technology Acceptance Model (TAM) have a positive and significant effect, it's just that the results of integrating trust variables on TAM, namely the latent variable between trust and interest in usage behavior, have no significant effect.