Analisis Penerimaan Pengguna Aplikasi Canva di Provinsi Jambi Menggunakan Technology Acceptance Model (TAM) - Insyra Inayah Putri; Anna Febriane Angelica; Elfira Elfira; Nyimas Azzahra Nur Saiyidah Nafisah; Taufik Hidayat; Ulfa Khaira (Program Studi Teknik Komputer, Fakultas Teknik. Universitas Serambi Mekkah, 2025)
Abstrak - Penelitian ini bertujuan untuk menganalisis penerimaan pengguna terhadap aplikasi Canva menggunakan pendekatan Technology Acceptance Model (TAM) dengan lima konstruk utama: Perceived Usefulness (PU), Perceived Ease of Use (PEU), Attitude Toward Using (ATU), Behavioral Intention to Use (BIU), dan Actual Use (AU). Uji instrumen dilakukan melalui pilot test terhadap 30 responden, yang menunjukkan seluruh konstruk memenuhi validitas konvergen dan reliabilitas meskipun terdapat indikator yang kurang optimal. Beberapa konstruk tidak lulus uji validitas diskriminan berdasarkan Fornell-Larcker, namun tetap dinyatakan valid berdasarkan cross loading. Pengumpulan data utama dilakukan terhadap 220 responden dan dianalisis menggunakan metode PLS-SEM dengan bantuan software SmartPLS 4.0. Hasil outer model menunjukkan semua indikator valid dan reliabel. Seluruh hubungan dalam inner model signifikan secara statistik (t 1,96; p 0,05), dengan PU memiliki pengaruh terbesar terhadap ATU (β = 0,545) dan BIU (β = 0,326), serta BIU terhadap AU (β = 0,564). Nilai R² menunjukkan tingkat prediksi sedang hingga kuat, dan Q² menegaskan kemampuan prediktif model. Temuan ini memperlihatkan bahwa model TAM mampu menjelaskan perilaku penerimaan Canva dengan baik dalam konteks pendidikan digital.Kata kunci: Canva; Technology Acceptance Model; SmartPLS; Outer Model; Inner Model; Abstract - This study aims to analyze user acceptance of the Canva application using the Technology Acceptance Model (TAM) approach with five main constructs: Perceived Usefulness (PU), Perceived Ease of Use (PEU), Attitude Toward Using (ATU), Behavioral Intention to Use (BIU), and Actual Use (AU). Instrument testing was conducted through a pilot test involving 30 respondents, which showed that all constructs met convergent validity and reliability, although some indicators were less than optimal. Some constructs did not pass the discriminant validity test based on the Fornell-Larcker criterion but were still considered valid based on cross-loading results.The main data collection involved 220 respondents and was analyzed using the PLS-SEM method with the assistance of SmartPLS 4.0 software. The outer model results indicated that all indicators were valid and reliable. All relationships in the inner model were statistically significant (t 1.96; p 0.05), with PU having the greatest influence on ATU (β = 0.545) and BIU (β = 0.326), and BIU on AU (β = 0.564). The R² values indicated moderate to strong predictive power, and the Q² values confirmed the model's predictive capability. These findings demonstrate that the TAM model effectively explains the acceptance behavior of Canva in the context of digital education.Keyword: Canva, Technology Acceptance Mode; SmartPLS; Outer Model; Inner Model;