Kajian determinan niat penggunaan tokopedia untuk berbelanja produk ukm agribisnis (studi kasus: toko laurike)

Manalu, Lufebrina Dorma Uli (2019) Kajian determinan niat penggunaan tokopedia untuk berbelanja produk ukm agribisnis (studi kasus: toko laurike). Masters thesis, Institut Pertanian Bogor.

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Official URL: http://lib.sb.ipb.ac.id/

Abstract

Indonesian economics are dominated by the Small Medium Enterprises (SMEs) group. However, only 8% of them have been utilizing online platform s to sell their products . Toko Laurike where is located in Bogor Regency is a member of SMEs group. It produces coconut oil or Virgin Coconut Oil (VCO) and sells its products through several e-marketplaces, namely Tokopedia, Bukalapak and Elevenia. Among these e-marketplaces, Tokopedia sells its more than Bukalapak or Elevenia. This might be suggested by design, security, perceived ease of use or perceived usefulness among these factors. This might be suggested by design, security, perceived ease of use or perceived usefulness among these factors. Therefore, it is necessary to examine the factor of consumers’ intention to use of Tokopedia, specifically for SMEs food agribusiness products in the form of liquid and gel. Data analysis tool using structural equation modeling - partial least squares (SEM-PLS) which is based on stimulus theoretical framework technology acceptance model (STF-TAM) . Stimulus theoretical framework technology acceptance model (STF-TAM) consists of Design, Security, Perceived Usefulness, Perceived Ease of Use, and Consumers’ Intention to Use. Two factors was found in STF-TAM which stimulated consumers' intention to use the application. They are Design and Security. Therefore, in this research also analyzed the pattern of design and security perceived ease of use and perceived usefulness. The other purpose is analyzing contribution of security, perceived ease of use, perceived usefulness on consumers’ intention to use of Tokopedia. The study involved Tokopedia’s users who making purchasing for SMEs food agribusiness products in the form of liquid and gel. 71 samples were collected. The results showed that perceived ease of use is most influencer among these factors. Design and security associated with perceived ease of use. Security associated with perceived usefulness but differs with design was not associated. Security has indirect relationship with consumers’ intention to use but through perceived ease of use and perceived usefulness. The result can be used to enhance Laurike’s e-commerce performance.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Model penerimaan teknologi, Structural Equation Modeling - Partial Least Squares (SEM-PLS), Toko Online, Tokopedia, Usaha Kecil Menengah (UKM). technology acceptance model, structural equation modeling - partial least squares (SEM-PLS), e-commerce, Tokopedia, small medium enterprises (SMEs).
Subjects: Manajemen Sistem Informasi
Depositing User: SB-IPB Library
Date Deposited: 21 Jan 2020 07:46
Last Modified: 21 Jan 2020 07:56
URI: http://repository.sb.ipb.ac.id/id/eprint/3538

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