Analisis Faktor-Faktor Yang Memengaruhi Konsumen Indonesia Membeli Produk Pakaian Pada Aplikasi E-commerce Indonesia Menggunakan Model UTAUT-2
DOI:
https://doi.org/10.34148/teknika.v12i1.593Keywords:
Technology Acceptance, UTAUT-2, E-commerceAbstract
Penjualan produk fesyen pada e-commerce di Indonesia mengalami perkembangan pesat saat ini. Salah satu model yang banyak digunakan untuk penerimaan masyarakat adalah model Unified Theory of Acceptance and Use of Technology (UTAUT). Tujuan dari penelitian ini adalah mengetahui faktor-faktor yang memengaruhi masyarakat Indonesia ketika membeli produk fesyen pada e-commerce dengan menggunakan analisis model UTAUT-2. Penelitian ini mampu untuk membantu penjual produk fesyen untuk lebih memahami konsumen e-commerce di Indonesia. Penelitian kuantitatif yang menyebarkan kuesioner melalui daring dan mendapatkan 302 responden. Structural Equation Model-Partial Least Square digunakan dalam penelitian ini untuk mendapatkan hasil hipotesis. Uji yang dilakukan menggunakan 2 tahap yaitu measurement model dan structural model. Hasil penelitian menunjukan bahwa harapan kinerja, pengaruh sosial, harga, dan kebiasaan memiliki pengaruh yang signifikan dan positif terhadap keputusan pembelian seseorang. Sedangkan harapan usaha, kondisi fasilitas, dan motivasi hedon tidak memiki pengaruh yang signifikan terhadap keputusan pembelian produk fesyen pada aplikasi e-commerce. Kebiasaan menjadi bagian yang paling penting dalam memengaruhi konsumen Indonesia untuk membeli produk fesyen pada aplikasi e-commerce di Indonesia. Pengaruh sosial merupakan faktor kedua yang memengaruhi keputusan pembelian diikuti dengan harga dan harapan kinerja.
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