Sikap Konsumen Dengan Penerimaan Teknologi (TAM) Terhadap Penggunaan Marketplace Online Di Indonesia

Anggalia Wibasuri, Firmansyah Yunialfi Alfian

Abstract


Makalah ini menguji pengaruh tiga variabel pada sikap konsumen: kemudahan penggunaan yang dirasakan, manfaat yang dirasakan dan pengalaman. Analisis sikap konsumen terhadap penggunaan marketplace online mengukur peran moderasi e-trust. Sampel sebanyak 216 konsumen dianalisis menggunakan pemodelan persamaan struktural. Hasil penelitian menunjukkan bahwa persepsi kemudahan penggunaan, persepsi kegunaan, dan pengalaman berpengaruh signifikan terhadap sikap konsumen. E-trust memoderasi dampak penggunaan marketplace online. Hasil ini memerlukan pemahaman yang lebih baik untuk mengatasi kebutuhan dan harapan konsumen yang sebenarnya. Keterbatasan studi, implikasi, bersama dengan arah untuk pembahasan penelitian lebih lanjut.

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References


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