Date: 23-11-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

Faktor Faktor Yang Mempengaruhi Adopsi E-Commerce Marketplace Dalam Usaha Kecil Menengah (Studi Pada Mahasiswa Stie Malangku?e?wara)

Detail
Author Vety Hasna Febrianti
Category Manajemen Pemasaran

Abstract

The objectives to be achieved 1) Perceived ease of use (ease) has a significant effect on Behavior intention to use. 2) Perceived security (security) has a significant effect on Behavior intention to use. 3) Trust (trust) has a significant effect on Behavior intention to use. 4) Perceived ease of use has a significant effect on behavior intention to use after being intervening Attitude toward using. 5) Perceived security (security) significantly influences Behavior intention to use increases after intervening Attitude toward using.. Then the data analysis technique uses analysis path analysis. The results showed that 1) Perceived ease of use has a significant effect on Behavior intention to use E-Commerce, the probability value of 0.026 (p <0.05). 2) Perceived security (security) has a significant effect on Behavior intention to use E-Commerce, a probability value of 0,000 (p <0.05). 3) Trust (trust) has a significant effect on Behavior intention to use E-Commerce, probability value is 0,000 (p <0.05). 4) Perceived ease of use has a significant effect on behavior intention to use after intervening attitude toward using, the magnitude of the perceived ease of use (ease) of behavior intention to use e-commerce before being intervening is 11.6%, increasing after moderated significantly increased to 69.9%. 5) Perceived Security (security) has a significant effect on behavior intention to use after intervening attitude toward using, the magnitude of Perceived Security (security) influence on intention to use e-commerce before being intervening is 35.2% increased after intervening has increased significantly to 69.4%.