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ABSTRAK
Seiring dengan berkembangnya internet, penggunaan m-commerce menjadi salah satu alternatif untuk berbelanja. Tetapi perkembangan pasar m-
commerce di Indonesia masih belum diminati oleh masyarakat luas. Untuk itu,
pengembang m-commerce harus memperhatikan faktor-faktor yang
mempengaruhi pelanggan dalam penggunaan perangkat mobile sebagai sarana
berbelanja online. Penelitian ini bertujuan untuk mengetahui faktor-faktor
tersebut dengan menggunakan UTAUT (Unified Theory of Acceptance and Use of
Technology) dan TAM (Technology Acceptance Model). Konstruk pada penelitian
ini tetap menggunakan konstruk dari model penelitian sebelumnya seperti
performance expectancy, effort expectancy, social influence, dan facilitating
condition serta menambahkan perceived trust dan perceived cost. Data yang
didapatkan dari 156 responden kemudian diolah menggunakan analisis PLS
(Partial Least Squares). Hasil analisis menunjukkan bahwa faktor yang
berpengaruh signifikan terhadap penggunaan m-commerce adalah performance
expectancy, effort expectancy, dan social influence. Perceived trust juga
memberikan pengaruh yang signifikan terhadap behavioral intention melalui
mediasi performance expectancy dan effort expectancy. Kombinasi dari
performance expectancy, effort expectancy, social influence, dan perceived trust
dapat menjelaskan 52.7% variansi dalam perilaku pengunaan m-commerce. Kata kunci: m-commerce, UTAUT, TAM, PLS
ABSTRACT
Along with the development of the Internet, m-commerce becomes an alternative to shop online. Unfortunately, the development of m-commerce market
in Indonesia is not followed by public enthusiasm. Therefore, m-commerce
developers should consider the factors that affect customers for using mobile
devices as a means to shop online. This study aims to determine the factors that
affect the user in using m-commerce to shop online using UTAUT (Unified Theory
of Acceptance and Use of Technology) and TAM (Technology Acceptance Model).
Constructs from previous study is used such as performance expectancy, effort
expectancy, social influence, and facilitating condition but also added perceived
trust and perceived cost. Data obtained from 156 respondents were analyzed
using PLS (Partial Least Squares). The analysis showed that the factors that
significantly influence the use of m-commerce are performance expectancy, effort
expectancy and social influence. Perceived trust also gives a significant influence
on behavioral intention through mediation of performance expectancy and effort
expectancy. The combination of performance expectancy, effort expectancy, social
influence, and perceived trust could explain 52.7% of variance in the use behavior
of m-commerce.
Keywords: m-commerce, UTAUT, TAM, PLS