PERAN SIKAP DALAM MEMEDIASI PENGARUH PERSEPSI KEGUNAAN DAN PERSEPSI KEMUDAHAN TERHADAP NIAT MENGGUNAKAN APLIKASI E-COMMERCE
Abstract
Penelitian menggunakan pendekatan kuantitatif dengan desain explanatory dan confirmatory. Data dikumpulkan melalui survei terhadap 200 responden yang memiliki pengalaman menggunakan aplikasi e-commerce. Pengukuran variabel dilakukan menggunakan instrumen yang diadaptasi dari Technology Acceptance Model dengan skala Likert lima poin. Analisis data dilakukan menggunakan Structural Equation Modeling berbasis Partial Least Squares untuk menguji validitas, reliabilitas, hubungan langsung, serta pengaruh mediasi antar variabel. Hasil penelitian menunjukkan bahwa persepsi kegunaan dan persepsi kemudahan kegunaan berpengaruh positif dan signifikan terhadap sikap dan niat menggunakan aplikasi e-commerce. Sikap terbukti memiliki pengaruh paling kuat terhadap niat menggunakan serta berperan sebagai mediator signifikan dalam hubungan antara persepsi kegunaan dan persepsi kemudahan kegunaan terhadap niat menggunakan. Temuan ini memperkuat relevansi Technology Acceptance Model dalam konteks wilayah perbatasan dan menegaskan pentingnya pembentukan sikap positif pengguna. Secara praktis, hasil penelitian memberikan implikasi bagi pengelola platform e-commerce dan pembuat kebijakan untuk tidak hanya berfokus pada aspek teknis aplikasi, tetapi juga pada strategi peningkatan sikap dan penerimaan masyarakat terhadap teknologi digital.
Keywords
Full Text:
PDFReferences
Agung Ayu Puty Andrina, A., Jordan Kurniadi, C., Hendrika Kenang, I., & FCW Sutrisno, T. (2022). The role of technology acceptance model factors on purchase intention in e-commerce. BISMA (Bisnis Dan Manajemen), 14(2), 160–176. https://doi.org/10.26740/bisma.v14n2.p160-176
Aji, H. M., Berakon, I., & Riza, A. F. (2020). The effects of subjective norm and knowledge about riba on intention to use e-money in Indonesia. Journal of Islamic Marketing, 12(6), 1180–1196. https://doi.org/10.1108/jima-10-2019-0203
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-t
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Al-Emran, M., Mezhuyev, V., & Kamaludin, A. (2018). Technology Acceptance Model in M-learning context: A systematic review. Computers & Education, 125, 389–412. https://doi.org/10.1016/j.compedu.2018.06.008
Al-Gahtani, S. S., Hubona, G. S., & Wang, J. (2007). Information technology (IT) in Saudi Arabia: Culture and the acceptance and use of IT. Information & Management, 44(8), 681–691. https://doi.org/10.1016/j.im.2007.09.002
Al-Hujran, O., Al-Debei, M. M., Chatfield, A., & Migdadi, M. (2015). The imperative of influencing citizen attitude toward e-government adoption and use. Computers in Human Behavior, 53, 189–203. https://doi.org/10.1016/j.chb.2015.06.025
Anggraeni, W. A. (2023). Determinants Of Intention To Use E-Commerce Based On The Technology Acceptance Model. Mount Hope Economic Global Journal, 2(1), 8–14. https://doi.org/10.61696/mega.v2i1.175
Balaji, M. S., Roy, S. K., & Quazi, A. (2017). Customers’ emotion regulation strategies in service failure encounters. European Journal of Marketing, 51(5/6), 960–982. https://doi.org/10.1108/ejm-03-2015-0169
Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018). Customer experience challenges: bringing together digital, physical and social realms. Journal of Service Management, 29(5), 776–808. https://doi.org/10.1108/josm-04-2018-0113
Cao, T. H. V., Chai, D. S., Nguyen, L. P., Nguyen, H. T. H., Han, C. S., & Park, S. (2024). Learning organization and employee performance: the mediating role of job satisfaction in the Vietnamese context. The Learning Organization, 32(7), 53–73. https://doi.org/10.1108/tlo-09-2023-0177
Chen, Y., Pan, X., Liu, P., & Vanhaverbeke, W. (2024). How does digital transformation empower knowledge creation? Evidence from Chinese manufacturing enterprises. Journal of Innovation & Knowledge, 9(2), 100481. https://doi.org/10.1016/j.jik.2024.100481
Cheng, X., Su, X., Yang, B., Zarifis, A., & Mou, J. (2023). Understanding users’ negative emotions and continuous usage intention in short video platforms. Electronic Commerce Research and Applications, 58, 101244. https://doi.org/10.1016/j.elerap.2023.101244
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), 982–1003. https://doi.org/10.1287/mnsc.35.8.982
Denovan, R. F., & Marsasi, E. G. (2025). Perceived Ease Of Use, Perceived Usefulness And Satisfaction To Maximize Behavioral Intention With The Technology Acceptance Model In Generation Y And Z Consumers. Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo, 18(1), 1–36. https://doi.org/10.21107/pamator.v18i1.29461
Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J., Eirug, A., Galanos, V., Ilavarasan, P. V., Janssen, M., Jones, P., Kar, A. K., Kizgin, H., Kronemann, B., Lal, B., Lucini, B., … Williams, M. D. (2021). Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002
Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J. (Grace), Balakrishnan, J., Barta, S., Belk, R., Buhalis, D., Dutot, V., Felix, R., Filieri, R., Flavián, C., Gustafsson, A., Hinsch, C., Hollensen, S., Jain, V., Kim, J., Krishen, A. S., … Wirtz, J. (2022). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750–776. https://doi.org/10.1002/mar.21767
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2017). Re-examining the Unified Theory of Acceptance and Use of Technology (UTAUT): Towards a Revised Theoretical Model. Information Systems Frontiers, 21(3), 719–734. https://doi.org/10.1007/s10796-017-9774-y
Dwivedi, Y. K., Rana, N. P., Tamilmani, K., & Raman, R. (2020). A meta-analysis based modified unified theory of acceptance and use of technology (meta-UTAUT): a review of emerging literature. Current Opinion in Psychology, 36, 13–18. https://doi.org/10.1016/j.copsyc.2020.03.008
Etikan, I. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1. https://doi.org/10.11648/j.ajtas.20160501.11
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model1. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519
German Ruiz-Herrera, L., Valencia-Arias, A., Gallegos, A., Benjumea-Arias, M., & Flores-Siapo, E. (2023). Technology acceptance factors of e-commerce among young people: An integration of the technology acceptance model and theory of planned behavior. Heliyon, 9(6), e16418. https://doi.org/10.1016/j.heliyon.2023.e16418
Hadian, N., Hayati, N., & Hakim, M. (2023). Technology Acceptance Models of E-Commerce Adoption in Small and Medium-Sized Enterprises: A Systematic Review. G-Tech: Jurnal Teknologi Terapan, 8(1), 125–133. https://doi.org/10.33379/gtech.v8i1.3577
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. In Classroom Companion: Business. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Hasanah, N. (2023). Diagrams, visual imagination, and continuity in Peirce’s philosophy of mathematics. Education 3-13, 53(2), 320–323. https://doi.org/10.1080/03004279.2023.2257216
Hendricks, S., & Mwapwele, S. D. (2024). A systematic literature review on the factors influencing e-commerce adoption in developing countries. Data and Information Management, 8(1), 100045. https://doi.org/10.1016/j.dim.2023.100045
Henseler, J., Ringle, C. M., & Sarstedt, M. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hill, R. J., Fishbein, M., & Ajzen, I. (1977). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Contemporary Sociology, 6(2), 244. https://doi.org/10.2307/2065853
Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45(1), 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
Huang, X., Li, H., Huang, L., & Jiang, T. (2023). Research on the development and innovation of online education based on digital knowledge sharing community. BMC Psychology, 11(1). https://doi.org/10.1186/s40359-023-01337-6
Klaus, P. ‘Phil,’ & Maklan, S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 55(2), 227–246. https://doi.org/10.2501/ijmr-2013-021
Lee, J.-S., & Park, S. (2023). Scale development for the practices involved in creating value propositions in the exhibition industry: Service-dominant logic with a mixed-methods approach. Tourism Management, 99, 104780. https://doi.org/10.1016/j.tourman.2023.104780
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lin, K.-Y., & Lu, H.-P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152–1161. https://doi.org/10.1016/j.chb.2010.12.009
Marangunić, N., & Granić, A. (2014). Technology acceptance model: a literature review from 1986 to 2013. Universal Access in the Information Society, 14(1), 81–95. https://doi.org/10.1007/s10209-014-0348-1
Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642–656. https://doi.org/10.1016/j.jbusres.2020.10.033
Migueli, I., Lukitaningsih, A., & Ningrum, N. K. (2024). Pengaruh perceived usefulness dan perceived ease of use terhadap intention to use dengan attitude sebagai variabel intervening pada e-commerce Tokopedia di Yogyakarta. Journal of Management and Digital Business, 4(3), 665–680. https://doi.org/10.53088/jmdb.v4i3.1261
Musa, H. G., Fatmawati, I., Nuryakin, N., & Suyanto, M. (2024). Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022). Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2329375
Nguyen, A. T. Van, McClelland, R., & Thuan, N. H. (2022). Exploring customer experience during channel switching in omnichannel retailing context: A qualitative assessment. Journal of Retailing and Consumer Services, 64, 102803. https://doi.org/10.1016/j.jretconser.2021.102803
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2013). Purposeful Sampling for Qualitative Data Collection and Analysis in Mixed Method Implementation Research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533–544. https://doi.org/10.1007/s10488-013-0528-y
Rahi, S., & Abd. Ghani, M. (2019). Integration of expectation confirmation theory and self-determination theory in internet banking continuance intention. Journal of Science and Technology Policy Management, 10(3), 533–550. https://doi.org/10.1108/jstpm-06-2018-0057
Rahmawati, S., & Marsasi, E. G. (2025). Ease of Use and Attitude to Optimize Purchase Intention: Study of Ride-Hailing Consumers. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 5166–5194. https://doi.org/10.31538/iijse.v8i2.6611
Rather, R. A., Tehseen, S., Itoo, M. H., & Parrey, S. H. (2019). Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector. Journal of Global Scholars of Marketing Science, 29(2), 196–217. https://doi.org/10.1080/21639159.2019.1577694
Ringle, C. M., Sarstedt, M., Mitchell, R., & Gudergan, S. P. (2018). Partial least squares structural equation modeling in HRM research. The International Journal of Human Resource Management, 31(12), 1617–1643. https://doi.org/10.1080/09585192.2017.1416655
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690. https://doi.org/10.1016/j.heliyon.2019.e02690
Rondán-Cataluña, F. J., Arenas-Gaitán, J., & Ramírez-Correa, P. (2015). Travel Buying Behavior in Social Network Site Users: to Buy Online vs. Offline. Journal of Theoretical and Applied Electronic Commerce Research, 10(1), 49–62. https://doi.org/10.4067/s0718-18762015000100005
Samad, N., Jabid, A. W., & Hidayanti, I. (2025). PENGARUH ORGANIZATIONAL LEARNING TERHADAP EMPLOYEE PERFORMANCE YANG DIMEDIASI OLEH KNOWLEDGE SHARING. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 12(1), 448–467. https://doi.org/10.35794/jmbi.v12i1.61367
Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology & Marketing, 39(5), 1035–1064. https://doi.org/10.1002/mar.21640
Setyoadi, E. T., & Rahmawati, T. (2024). Technology Acceptance Model to Factors Customer Switching on Online Shopping Technology: Literature Review. Sinkron, 9(1), 196–209. https://doi.org/10.33395/sinkron.v9i1.12993
Shankar, V., Kalyanam, K., Setia, P., Golmohammadi, A., Tirunillai, S., Douglass, T., Hennessey, J., Bull, J. S., & Waddoups, R. (2021). How Technology is Changing Retail. Journal of Retailing, 97(1), 13–27. https://doi.org/10.1016/j.jretai.2020.10.006
Shao, Z., Zhang, L., Li, X., & Zhang, R. (2022). Understanding the role of justice perceptions in promoting trust and behavioral intention towards ride-sharing. Electronic Commerce Research and Applications, 51, 101119. https://doi.org/10.1016/j.elerap.2022.101119
Singh, J., & Crisafulli, B. (2016). Managing online service recovery: procedures, justice and customer satisfaction. Journal of Service Theory and Practice, 26(6), 764–787. https://doi.org/10.1108/jstp-01-2015-0013
Syafika, Y. Z., & Antonio, G. R. (2024). IMPACTS OF THE TECHNOLOGY ACCEPTANCE MODEL (TAM) ON THE USE OF THE TIKTOK E-COMMERCE APPLICATION AMONG INDONESIAN STUDENTS. Journal of Entrepreneurship, 47–64. https://doi.org/10.56943/joe.v3i2.591
Syamillah, F., Sadat, A. M., & Berutu, M. B. (2025). The The Influence of Perceived Usefulness, Perceived Easy of Use, and Perceived Value on Intention To Use E-Commerce. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 16(2), 88–99. https://doi.org/10.21009/jrmsi.016.2.7
Talukder, M. S., Chiong, R., Bao, Y., & Hayat Malik, B. (2019). Acceptance and use predictors of fitness wearable technology and intention to recommend. Industrial Management & Data Systems, 119(1), 170–188. https://doi.org/10.1108/imds-01-2018-0009
Talwar, S., Dhir, A., Kaur, P., & Mäntymäki, M. (2020). Barriers toward purchasing from online travel agencies. International Journal of Hospitality Management, 89, 102593. https://doi.org/10.1016/j.ijhm.2020.102593
Taylor, S., & Todd, P. A. (1995). Understanding Information Technology Usage: A Test of Competing Models. Information Systems Research, 6(2), 144–176. https://doi.org/10.1287/isre.6.2.144
Thaichon, P., Liyanaarachchi, G., Quach, S., Weaven, S., & Bu, Y. (2019). Online relationship marketing: evolution and theoretical insights into online relationship marketing. Marketing Intelligence & Planning, 38(6), 676–698. https://doi.org/10.1108/mip-04-2019-0232
Van Vaerenbergh, Y., Orsingher, C., Vermeir, I., & Larivière, B. (2014). A Meta-Analysis of Relationships Linking Service Failure Attributions to Customer Outcomes. Journal of Service Research, 17(4), 381–398. https://doi.org/10.1177/1094670514538321
Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., Thong, J., & Xu, X. (2016). Unified Theory of Acceptance and Use of Technology: A Synthesis and the Road Ahead. Journal of the Association for Information Systems, 17(5), 328–376. https://doi.org/10.17705/1jais.00428
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
Wahyudi, T., Nurafan, M. S., RoziqiFath, Z. F. M., Surjanti, J., Wardoyo, D. T. W., & Haq, A. S. (2025). Organizational Culture on Knowledge Sharing: Literature Review. Journal of Psychology and Culture Behavior in SDGs, 1(1), 50. https://doi.org/10.63230/jopacbis.1.1.50
Wang, J., & Wang, S. (2022). Revisiting the showrooming effect on online and offline retailers: The strategic role of in-store service. Journal of Retailing and Consumer Services, 66, 102884. https://doi.org/10.1016/j.jretconser.2021.102884
Yee-Loong Chong, A., Liu, M. J., Luo, J., & Keng-Boon, O. (2015). Predicting RFID adoption in healthcare supply chain from the perspectives of users. International Journal of Production Economics, 159, 66–75. https://doi.org/10.1016/j.ijpe.2014.09.034
Zhang, Y., Fu, J., Lai, J., Deng, S., Guo, Z., Zhong, C., Tang, J., Cao, W., & Wu, Y. (2024). Reporting of Ethical Considerations in Qualitative Research Utilizing Social Media Data on Public Health Care: Scoping Review. Journal of Medical Internet Research, 26, e51496. https://doi.org/10.2196/51496
Zhao, Y., Ni, Q., & Zhou, R. (2018). What factors influence the mobile health service adoption? A meta-analysis and the moderating role of age. International Journal of Information Management, 43, 342–350. https://doi.org/10.1016/j.ijinfomgt.2017.08.006
DOI: https://doi.org/10.32509/jakpi.v5i2.6515
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Indexed by:
Recommended Tools :
Redaksi Jurnal JAKPI
Fakultas Ekonomi dan Bisnis Universitas Prof. Dr. Moestopo (Beragama)
Jl. Hang Lekir I No. 8 Jakarta 10270
Email: jakpi@jrl.moestopo.ac.id