Peningkatan behavioral intentions dan use behavioral pada konsumen Inagreen Farm menggunakan Utaut Model (Studi kasus: Marketplace Tokopedia)
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Abstract
The increasing number of internet users has led to a rise in online shopping, which in turn has increased the number of e-commerce users and prompted companies in the agricultural sector to offer their products online. Understanding behavioral intention is important as a guide to improving service quality. The aim of this research is to analyze consumer characteristics, identify the factors that influence behavioral intention and use behavior, and determine the implications for UTAUT model. The UTAUT model is analyzed using structural equation modeling (SEM). Data collection is conducted through an online questionnaire. The results of the analysis show that the factors influencing behavioral intention are effort expectancy (EE) and social influence (SI). The factor influencing use behavior is behavioral intention (BI).
Meningkatnya pengguna internet membuat masyarakat banyak melakukan berbelanja secara online, hal ini membuat pengguna e-commerce semakin meningkat dan perusahaan sektor pertanian melakukan produk secara online. Pentingnya mengetahui behavioral intention sebagai pedoman meningkatkan kualitas layanan. Tujuan penelitian ini adalah menganalisis karakteristik konsumen, faktor apa yang mempengaruhi behavioral intention dan use behaviour dan implikasi bagi perusahaan dengan menggunakan model UTAUT. Model UTAUT dianalisis menggunakan structural equation model (SEM). Pengambilan data dilakukan dengan menyebarkan kuesioner secara online. Hasil analisis faktor-faktor yang mempengaruhi behaviour intention yaitu effort expectancy (EE) dan social influence (SI). Faktor yang mempengaruhi use behaviour yaitu behavior intention (BI)..
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