Authors :
Ike Kusdyah Rachmawati; Mohammad Bukhori; Fenia Nuryanti; Syarif Hidayatullah
Volume/Issue :
Volume 5 - 2020, Issue 11 - November
Google Scholar :
http://bitly.ws/9nMw
Scribd :
https://bit.ly/38PJa1W
Abstract :
The development of information technology
has now penetrated various industrial sectors, such as
manufacturing, banking, hospitals, hotels, agriculture
and others. With the development of this technology,
it gives rise to the importance of the role of the
internet in meeting people's daily needs. Almost all
people, from students to professionals, use internet
access to connect, provide and access information
quickly. In the trade sector, many business people are
competing with each other to get buyers for their
products. Electronic-based commerce (e-commerce) is
becoming a part of today's e-lifestyle which allows
buying and selling transactions to be carried out
online anywhere and anytime. Furthermore, when
viewed from the Technological Acceptance Model
(TAM) theory, any activity related to technology or
information systems should know how easy it is to
benefit from existing technology and how easy it is to
use. . The population in this study amounted to 340
samples. Data analysis techniques using 1) Validity
Test, 2) Reliability Test, 3) Path analysis. The results
of the analysis show the perceived benefits, ease of
use, subjective norms, personal innovation have a
direct effect on the attitude of using social media
while behavioral control has no effect. Furthermore,
all the indirect effects of perceived benefits on online
buying interest on social use attitudes have no effect
as well as the indirect effect of ease of use on online
buying interest through the attitude of using social
media, the results show not significant.
Keywords :
Tachnology Aceptance Model, Buying Interest Online, Social Media.
The development of information technology
has now penetrated various industrial sectors, such as
manufacturing, banking, hospitals, hotels, agriculture
and others. With the development of this technology,
it gives rise to the importance of the role of the
internet in meeting people's daily needs. Almost all
people, from students to professionals, use internet
access to connect, provide and access information
quickly. In the trade sector, many business people are
competing with each other to get buyers for their
products. Electronic-based commerce (e-commerce) is
becoming a part of today's e-lifestyle which allows
buying and selling transactions to be carried out
online anywhere and anytime. Furthermore, when
viewed from the Technological Acceptance Model
(TAM) theory, any activity related to technology or
information systems should know how easy it is to
benefit from existing technology and how easy it is to
use. . The population in this study amounted to 340
samples. Data analysis techniques using 1) Validity
Test, 2) Reliability Test, 3) Path analysis. The results
of the analysis show the perceived benefits, ease of
use, subjective norms, personal innovation have a
direct effect on the attitude of using social media
while behavioral control has no effect. Furthermore,
all the indirect effects of perceived benefits on online
buying interest on social use attitudes have no effect
as well as the indirect effect of ease of use on online
buying interest through the attitude of using social
media, the results show not significant.
Keywords :
Tachnology Aceptance Model, Buying Interest Online, Social Media.
