Perceived Usefulness Dan Perceived Ease Of Use Terhadap Consumer Purchase Intention Pada Konsumen Shopee Di Bandar Lampung
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Abstract
Perkembangan e-commerce yang pesat mendorong perubahan perilaku belanja masyarakat menuju transaksi daring, sehingga pemahaman terhadap faktor-faktor yang memengaruhi niat beli konsumen menjadi semakin penting. Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Usefulness dan Perceived Ease of Use terhadap Purchase Intention pada pengguna Shopee di Kota Bandar Lampung dengan menggunakan kerangka Technology Acceptance Model (TAM). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 96 responden yang dipilih melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner skala Likert dan dianalisis menggunakan regresi linier berganda melalui IBM SPSS versi 25. Hasil penelitian menunjukkan bahwa Perceived Usefulness berpengaruh positif dan signifikan terhadap Purchase Intention, demikian pula Perceived Ease of Use yang juga berpengaruh positif dan signifikan. Secara simultan, kedua variabel tersebut terbukti berpengaruh signifikan terhadap Purchase Intention, dengan koefisien determinasi sebesar 58,6%. Temuan ini mengindikasikan bahwa persepsi manfaat dan kemudahan penggunaan merupakan faktor kunci dalam membentuk niat beli konsumen Shopee di Bandar Lampung. Penelitian ini diharapkan dapat memberikan kontribusi teoretis dalam pengembangan kajian TAM pada konteks e-commerce serta menjadi bahan pertimbangan praktis bagi Shopee dalam meningkatkan kualitas layanan dan sistem aplikasi guna mendorong minat beli konsumen.
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