PENGARUH TECHNOLOGY ACCEPTANCE MODEL (TAM) DAN TRUST TERHADAP INTENSI PENGGUNA INSTAGRAM

Erlangga Andi Sukma, Musthofa Hadi, Farika Nikmah

Abstract


Studi ini meneliti perilaku adopsi individu dari situs jejaring sosial paling populer saat ini Instagram. Pengaruh pada intensi terhadap penggunaan jejaring sosial berdasarkan persepsi kemudahan penggunaan individu (PEU), persepsi kemanfaatan (PU) dan kepercayaan secara empiris diperiksa dengan kumpulan data primer dari 95 mahasiswa Administrasi Bisnis di Politeknik Negeri Malang, pengguna Instagram dikumpulkan dari survei kuesioner. Hasil penelitian menunjukkan bahwa model TAM media sosial yang diusulkan dalam penelitian ini mendukung semua hipotesis intensi terhadap penggunaan media sosial. Hasil penelitian ini memberikan bukti untuk pentingnya variabel kunci tambahan untuk TAM dalam mempertimbangkan keterlibatan pengguna di situs media sosial dan strategi bisnis terkait media sosial lainnya.

This study examines individual adoption behavior of the most popular social networking site   Instagram. The influences on the intetion toward using social networkinf based on individual s perceived ease of use (PEU), perceived usefulness (PU) and trust is empirically examined with a primary data set of 95 students of Business Administration at State Polytechnic of Malang, users of Instagram gathered from a questionnaire survey. The results demonstrate that the revised social media TAM model proposed in this study supports all the hypotheses of intention toward using social medial. The results of this study provide evidence for the importance of additional key variables to TAM in considering user engagement on social media sites and other social-media related business strategies.


Keywords


Technology Acceptance Model; Perceived Ease Of Use; Perceived Usefulness; Trus; Intention to Use.

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DOI: http://dx.doi.org/10.26623/jreb.v12i2.1659

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Gedung O  Magister Management Program of Universitas Semarang.
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