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ABSTRAK

Seiring dengan berkembangnya internet, penggunaan m-commerce menjadi salah satu alternatif untuk berbelanja. Tetapi perkembangan pasar m-

commerce di Indonesia masih belum diminati oleh masyarakat luas. Untuk itu,

pengembang m-commerce harus memperhatikan faktor-faktor yang

mempengaruhi pelanggan dalam penggunaan perangkat mobile sebagai sarana

berbelanja online. Penelitian ini bertujuan untuk mengetahui faktor-faktor

tersebut dengan menggunakan UTAUT (Unified Theory of Acceptance and Use of

Technology) dan TAM (Technology Acceptance Model). Konstruk pada penelitian

ini tetap menggunakan konstruk dari model penelitian sebelumnya seperti

performance expectancy, effort expectancy, social influence, dan facilitating

condition serta menambahkan perceived trust dan perceived cost. Data yang

didapatkan dari 156 responden kemudian diolah menggunakan analisis PLS

(Partial Least Squares). Hasil analisis menunjukkan bahwa faktor yang

berpengaruh signifikan terhadap penggunaan m-commerce adalah performance

expectancy, effort expectancy, dan social influence. Perceived trust juga

memberikan pengaruh yang signifikan terhadap behavioral intention melalui

mediasi performance expectancy dan effort expectancy. Kombinasi dari

performance expectancy, effort expectancy, social influence, dan perceived trust

dapat menjelaskan 52.7% variansi dalam perilaku pengunaan m-commerce. Kata kunci: m-commerce, UTAUT, TAM, PLS

ABSTRACT

Along with the development of the Internet, m-commerce becomes an alternative to shop online. Unfortunately, the development of m-commerce market

in Indonesia is not followed by public enthusiasm. Therefore, m-commerce

developers should consider the factors that affect customers for using mobile

devices as a means to shop online. This study aims to determine the factors that

affect the user in using m-commerce to shop online using UTAUT (Unified Theory

of Acceptance and Use of Technology) and TAM (Technology Acceptance Model).

Constructs from previous study is used such as performance expectancy, effort

expectancy, social influence, and facilitating condition but also added perceived

trust and perceived cost. Data obtained from 156 respondents were analyzed

using PLS (Partial Least Squares). The analysis showed that the factors that

significantly influence the use of m-commerce are performance expectancy, effort

expectancy and social influence. Perceived trust also gives a significant influence

on behavioral intention through mediation of performance expectancy and effort

expectancy. The combination of performance expectancy, effort expectancy, social

influence, and perceived trust could explain 52.7% of variance in the use behavior

of m-commerce.

Keywords: m-commerce, UTAUT, TAM, PLS