Pengaruh Model Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) Terhadap Penerapan Aplikasi Shopee

Sari

Shopee is one of the big marketplaces in Indonesia with simple features and interface. This makes it easier and more enjoyable for shopees to find groceries. This study uses the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) model approach to determine the level of acceptance of the use of the shopee application. Respondents in this study were 100 people with the criteria of students who had made buying and selling transactions online using the shop application. Data collection was carried out by distributing questionnaires online. Data analysis used in this research is Structural Equation Modeling (SEM) with data analysis techniques processed using Smart PLS 3.2.7. The data is processed by testing the validity, reliability and hypothesis testing. Testing the validity and reliability of the research instruments includes convergent validity and determinant validity by looking at the loading factor value, AVE value, Cronbach's Alpha and composite reliability. The results of the validity and reliability tests state that all statements are valid and reliable, then hypothesis testing can be done. Hypothesis testing is done by looking at the significance value of the p-value with a significance level of 5% (one-tailed). The significance of the relationship between exogenous and endogenous latent variables is seen from the magnitude of the t-statistic or t-count and p-value. If the t-statistic value > 1.96 and p-value < 0.05, it can be interpreted as significant (hypothesis is accepted). Based on the research results, it was found that the influencing variables were social factors, hedonic motivation, and price value.