PENGARUH PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, DAN PERCEIVED VALUE TERHADAP INTENTION TO USE PADA E-COMMERCE

FIDELIA SYAMILAH, . (2025) PENGARUH PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, DAN PERCEIVED VALUE TERHADAP INTENTION TO USE PADA E-COMMERCE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (901kB)
	Text Bab 1.pdf Download (937kB)
	Text Bab 2.pdf Restricted to Registered users only Download (567kB) | Request a copy
	Text Bab 3.pdf Restricted to Registered users only Download (604kB) | Request a copy
	Text Bab 4.pdf Restricted to Registered users only Download (728kB) | Request a copy
	Text Bab 5.pdf Restricted to Registered users only Download (427kB) | Request a copy
	Text Daftar Pustaka.pdf Download (413kB)
	Text Lampiran.pdf Restricted to Registered users only Download (2MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menguji pengaruh Perceived Usefulness, Perceived Ease of Use, dan Perceived Value terhadap Intention to Use platform e-commerce, serta peran Age pada generasi Z sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan responden pengguna e-commerce di Jabodetabek. Hasil penelitian menunjukkan bahwa ketiga variabel independen Perceived Usefulness, Perceived Ease of Use, dan Perceived Value berpengaruh signifikan terhadap Intention to Use. Perceived Usefulness meningkatkan niat menggunakan karena pengguna menilai platform e-commerce memberikan manfaat praktis, seperti efisiensi waktu dan kemudahan akses. Perceived Ease of Use juga menunjukkan pengaruh signifikan, menegaskan bahwa kemudahan dalam menggunakan platform, seperti tampilan antarmuka yang intuitif dan navigasi yang sederhana, penting bagi pengguna, khususnya generasi Z. Selain itu, Perceived Value memiliki kontribusi kuat terhadap niat Intention to Use, mencerminkan pentingnya persepsi nilai secara fungsional, emosional, dan ekonomi dalam keputusan pengguna. Uji moderasi menunjukkan bahwa age tidak memoderasi hubungan antara Perceived Usefulness maupun Perceived Value terhadap Intention to Use. Namun, age terbukti memoderasi hubungan antara Perceived Ease of Use dan Intention to Use, di mana pengaruhnya lebih dominan pada kelompok generasi Z usia muda. Secara keseluruhan, temuan ini memperkuat kerangka Technology Acceptance Model (TAM) dan menyoroti pentingnya desain platform yang fungsional, mudah digunakan, serta bernilai tinggi bagi pengguna e-commerce, terutama generasi Z. ***** This study aims to examine the influence of Perceived Usefulness, Perceived Ease of Use, and Perceived Value on the Intention to Use of e-commerce platforms, as well as the role of Age in Generation Z as a moderation variable. This study uses a quantitative approach with a survey method involving respondents using e-commerce in Greater Jakarta. The results showed that the three independent variables Perceived Usefulness, Perceived Ease of Use, and Perceived Value had a significant effect on Intention to Use. Perceived Usefulness increases intent to use because users assess e-commerce platforms to provide practical benefits, such as time efficiency and ease of access. Perceived Ease of Use also shows a significant influence, confirming that ease of use of the platform, such as an intuitive interface and simple navigation, is important for users, especially generation Z. In addition, Perceived Value has a strong contribution to Intention to Use intentions, reflecting the importance of functional, emotional, and economic value perception in user decisions. The moderation test showed that age did not moderate the relationship between Perceived Usefulness and Perceived Value to Intention to Use. However, age was shown to moderate the relationship between Perceived Ease of Use and Intention to Use, where the influence was more dominant in the younger generation Z group. Overall, these findings strengthen the Technology Acceptance Model (TAM) framework and highlight the importance of a functional, easy-to-use, and high-value platform design for e-commerce users, especially Generation Z.*****

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE., M.Si., Ph.D. ; 2). Meta Bara Berutu, SE., MM.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Fidelia Syamilah .
Date Deposited:	12 Aug 2025 01:20
Last Modified:	12 Aug 2025 01:20
URI:	http://repository.unj.ac.id/id/eprint/59702

Actions (login required)

View Item