Baharudin, Nahda Alisha (2024) Analisis Social Commerce Adoption Dengan Teori UTAUT & Herd Behavior : Studi Pada Online Seller. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan teknologi membawa dampak positif bagi masyarakat khususnya online seller dalam kehidupan sehari – hari. Dengan adanya perkembangan teknologi ini, membuat online seller perlu memiliki pemahaman dalam mengadopsi teknologi untuk menggunakan social commerce. Penelitian ini memiliki tujuan untuk memberikan pemahaman yang lebih baik tentang bagaimana persepsi kemudahan penggunaan dan manfaat memengaruhi keputusan online seller dalam mengadopsi teknologi. Teori yang digunakan dalam penelitian ini mengacu pada UTAUT 1 dan herd behavior. Penelitian ini menggunakan penelitian kuantitatif dengan data primer yang diperoleh melalui jawaban kuesioner. Penyebaran kuesioner ditujukan kepada online seller yang bergerak di industri fashion di seluruh wilayah Indonesia, khususnya online seller yang sudah menggunakan social commerce dan melakukan live shopping pada penjualannya. Pengolahan data dalam penelitian ini dianalisis dengan menggunakan metode Partial Least Square – Structural Equation Modelling (PLS-SEM) melalui software SmartPLS. Hasil penelitian menunjukkan bahwa variabel dari UTAUT dan herd behavior memberikan pengaruh positif terhadap social commerce intention. Behavioral intention memoderasi pengaruh positif antara variabel UTAUT terhadap social commerce intention. ==================================================================================================== Technological developments have a positive impact on society, especially online sellers in everyday life. With this technological development, online sellers need to understand how to adopt technology to use social commerce. This research aims to provide a better understanding of how perceived ease of use and benefits influence online sellers' decisions to embrace technology. The theory used in this study refers to UTAUT 1 and herd behavior. This study uses quantitative research with primary data obtained through questionnaire answers. The questionnaires were distributed to online sellers in the fashion industry throughout Indonesia, especially online sellers who have not used social commerce and do live shopping on their sales. Data processing in this study was analyzed using the Partial Least Square - Structural Equation Modelling (PLS-SEM) method through SmartPLS software. The results showed that variables from UTAUT and herd behavior have a positive influence on social commerce intention. Behavioral intention moderates the positive influence between UTAUT variables on social commerce intention.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Herd Behavior, Online Seller, Social Commerce, Unified Theory of Acceptance and Use of The Technology (UTAUT) |
| Subjects: | H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. H Social Sciences > HF Commerce > HF5548.34 Mobile commerce. T Technology > T Technology (General) |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Nahda Alisha Baharudin |
| Date Deposited: | 08 Aug 2024 05:53 |
| Last Modified: | 08 Aug 2024 05:53 |
| URI: | http://repository.its.ac.id/id/eprint/111977 |
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