MUHAMMAD HAFIIZH SYAH AQILLA, . (2025) ANALISIS DETERMINAN INTENTION TO USE PADA PENGGUNAAN PLATFORM KRIPTO. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Pesatnya perkembangan teknologi finansial telah mendorong adopsi cryptocurrency sebagai alternatif investasi digital, dengan Binance sebagai salah satu platform exchange yang paling dominan di Indonesia. Penelitian ini bertujuan untuk mengeksplorasi elemenelemen yang memengaruhi niat untuk menggunakan platform Binance, dengan menggunakan model Technology Acceptance Model (TAM) yang diperluas melalui variabel trust, influencer marketing, perceived ease of use, serta perceived usefulness sebagai variabel intervening. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling, melibatkan 185 responden pengguna aktif Binance. Pengumpulan data dilakukan melalui survei online, dan analisis data dilakukan dengan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM), dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa trust dan influencer marketing berpengaruh positif terhadap intention to use. Selain itu, perceived ease of use juga berpengaruh positif terhadap perceived usefulness, yang selanjutnya memberikan pengaruh positif terhadap intention to use. Temuan ini menegaskan pentingnya kepercayaan, kemudahan penggunaan, serta peran influencer dalam membentuk persepsi manfaat dan mendorong niat penggunaan platform kripto. Kata kunci: Trust, Influencer Marketing, Perceived Ease of Use, Perceived Usefulness, Intention to Use ***** The rapid development of financial technology has driven the adoption of cryptocurrency as an alternative digital investment, with Binance emerging as one of the most dominant exchange platforms in Indonesia. This study aims to explore the factors influencing the intention to use the Binance platform by employing the Technology Acceptance Model (TAM), which is extended through the inclusion of trust, influencer marketing, perceived ease of use, and perceived usefulness as intervening variables. A quantitative approach was used, applying purposive sampling and involving 185 active Binance users. Data were collected through an online survey and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS. The results indicate that trust and influencer marketing have a positive influence on intention to use. Additionally, perceived ease of use positively affects perceived usefulness, which in turn positively impacts intention to use. These findings highlight the importance of trust, ease of use, and the role of influencers in shaping perceived usefulness and encouraging the intention to use cryptocurrency platforms. Keywords: Trust, Influencer Marketing, Perceived Ease of Use, Perceived Usefulness, Intention to Use
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1). Prof. Dr. Umi Widyastuti, SE., M.E. ; 2). Diena Noviarini, MMSi |
| Subjects: | Manajemen > Manajemen , Business |
| Divisions: | FE > S1 Bisnis Digital |
| Depositing User: | Muhammad Hafiizh Syah Aqilla . |
| Date Deposited: | 14 Aug 2025 14:45 |
| Last Modified: | 14 Aug 2025 14:45 |
| URI: | http://repository.unj.ac.id/id/eprint/60943 |
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