ANALISIS PENERAPAN MODEL UTAUT (UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY) TERHADAP MINAT BELI PADA SAYURBOX
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https://doi.org/10.9744/jmp.8.2.80-91
Keywords:
Effort expectancy, Performance expectancy, Facilitating condition, Social infuence, Minat BeliAbstract
Saat ini kegiatan berbelanja sudah dapat dilakukan secara online. Salah satu website untuk kegiatan belanja kebutuhan sehari-hari adalah Sayurbox. Penelitian ini bertujuan untuk mengetahui pengaruh dari effort expectancy, performance expectancy, facilitating conditions, dan social influence terhadap minat beli konsumen pada website Sayurbox. Untuk memperoleh data penelitian maka dilakukan penyebaran kuesioner kepada responden penelitian dengan kriteria tertentu. Dari penyebaran kuesioner diperoleh 100 data yang dapat diolah menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa effort expectancy, performance expectancy, dan social influence berpengaruh signifikan dan positif terhadap minat beli sedangkan facilitating condition tidak berpengaruh terhadap minat beli.
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