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Halim Agung
Universitas Bunda Mulia
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Journal : WIDYAKALA JOURNAL

 1 
Urban Consumer Behavior On Buying Multi-Products On Shopee Using Technology Acceptance Model (TAM) Michael Christian; Halim Agung
WIDYAKALA: JOURNAL OF PEMBANGUNAN JAYA UNIVERSITY Vol 7, No 2 (2020): Urban Development & Urban Lifestyle
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat UPJ

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (600.681 KB) | DOI: 10.36262/widyakala.v7i2.337

Abstract

People who live in urban areas can be explained as social groups that are sociologically in the middle class, have a productive life, and are part of social change. Shopee as one of the marketplaces in Indonesia always needs to consider the factor of technology usage that allows users to make purchases with a variety of products (multi-product) available. This study aims to analyze the behavior of using Urban Consumer Behavior with the Technology Acceptance Model (TAM) approach. Data analysis using SMART PLS 3.0 involving 163 samples in Jakarta with survey-questionnaire as a method of data collection. The results of this study explain that two hypotheses were accepted and two more hypotheses were rejected. In this case, Shopee's website/app usage behavior is influenced by the Ease of Use Factor. Furthermore the Benefit factor is influenced by the Ease of Use factor. On the other hand, usage is not influenced by usage behavior. Then the use is not influenced by the expediency factor. TAM as a classic model in explaining technology adoption in aspects of daily life is still needed to gain more understanding, especially on the characteristics of various or different samples.
Co-Authors Abdillah, Refa Maulana Abiel Filetus Agung Stefanus Kembau Alvin Juvianto Alvin Juvianto, Alvin Amanda, Mercedes Andreas, Andri Axell Thomas Badri, Wahid Maulana Brigitta Indrawan, Genoveva Budiman Budiman Candra, Ricky Chandra Arief Rahardja Charles Widodo Christanti Christanti CHRISTANTI CHRISTANTI, CHRISTANTI Christian, Michael Christine Christine Christine Citra, Calvin Christopher Claude Calvin Alsher Danny Steveson Edy Andersen Erlando Aubrey Nathaniel Evasaria Magdalena Sipayung, Evasaria Magdalena Farady Marta, Rustono Fauzi, Zidan Wahyu Fendra Mulia Firellsya, Gabriela Fitri Murfianti Hakim, Lukman Handoko, Maulana Bhakti Hariyanto, Ribfan Harvin Seruni I Gede Wisnu Satria Chandra Putra Ivan Ivan Ivan Ivan Januar, Rizky Jeki Sauwani Jessica Jessica Jessica Jessica Jimmy Gunawan Johanes Fernandes Andry Juardi, Try Juniana, Paula Karlo Geofandy Karman Surya Kenny Kevin Ekaputra Kevin Krisnandi Kevin Laurence Hartono Lieta Septiarysa Linda Linda Lukman Hakim M. Bucci Ryando Marchellius Yana Mario Richie Marlina Marlina Maynacky Muhamad Ali Sukrajap Nico Yunus Marselinus Novara Aulist Zakia Oscar Adriyanto Phoan, Nico Prittania Friska Octavia Rahardja, Chandra Arief Rainhard Rainhard Ramdhan, Syaipul Raphael, Stephanus Rarasati, Dionisia Bhisetya Richard Benedict Ricky Candra Ricky Raymond Ricky Ricky Rini Lestari Rizky Januar Rustono - Rustono Farady Marta Rustono Farady Marta Sandi Gautama, Sandi Septiarysa, Lieta Setiawan, Vincent Sinata, Frans SOFIA, DETIN Stefanus Kembau, Agung Stephanus Raphael Steven Steven Andreas Teady Matius Surya Mulyana, Teady Matius Thomas, Axell Tobing, Fery Tri Yatmo Noveary Try Juardi Valerian Hendri Yono Venness, Venness Vicky Budiman Vina Virshella Vitcky Nanda Putra Wang, Changsong Wilibrodus Wilibrodus Willyam Willyam Wiryadinata, Antonius Yessica Putri Santoso Yogi Swara Hendro Leksmono Yogyawan Yogyawan Yohanes Dianrizkita Yosephine, Maria Yuliana Yuliana