Pengembangan Model Minat Penggunaan Platform E-commerce Shopee berdasarkan Gender menggunakan TRITAM (Trust, Risk, Technology Acceptance Model)

Desyawulansari, Nabella (2025) Pengembangan Model Minat Penggunaan Platform E-commerce Shopee berdasarkan Gender menggunakan TRITAM (Trust, Risk, Technology Acceptance Model). Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6026221019-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2027. Download (4MB) | Request a copy

Abstract

Perkembangan teknologi informasi dan internet telah mengubah lanskap bisnis di Indonesia. Penelitian ini bertujuan untuk memahami bagaimana faktor-faktor TRITAM (Perceived Trust, Perceived Risk, Perceived Ease of Use, dan Perceived Usefulness) mempengaruhi minat penggunaan Shopee berdasarkan Gender. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan dari 270 responden pengguna Shopee di Indonesia dan dianalisis menggunakan SEM. Hasil penelitian menunjukkan bahwa Perceived Trust adalah faktor yang paling signifikan mempengaruhi minat penggunaan Shopee pada kedua Gender. Perceived Risk lebih signifikan pada pengguna Perempuan, sementara Gender. Perceived Trust dan Perceived Risk adalah faktor penting dalam minat penggunaan Shopee, terutama bagi pengguna Perempuan. Temuan ini memberikan implikasi praktis bagi pengembangan strategi pemasaran dan kebijakan keamanan di Platform E-commerce.
==================================================================================================================================
The development of information Technology and the internet has transformed the business landscape in Indonesia. This study aims to understand how TRITAM factors (Perceived Trust, Perceived Risk, Perceived Ease of Use, and Perceived Usefulness) influence the intention to use Shopee based on Gender. This research employs a quantitative approach with a survey method. Data were collected from 270 Shopee users in Indonesia and analyzed using SEM techniques. The results show that Perceived Trust is the most significant factor influencing the intention to use Shopee for both Genders. Perceived Risk is more significant for female users, while Perceived Ease of Use and Perceived Usefulness are not significant for either Gender. Trust and risk are important factors in the intention to use Shopee, especially for female users. These findings provide practical implications for the development of marketing strategies and security policies on E-commerce Platforms.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	E-commerce, Gender, Perceived Trust, Perceived Risk, Technology Acceptance Model
Subjects:	T Technology > T Technology (General) T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 59101-(S2) Master Thesis
Depositing User:	Nabella Desyawulansari
Date Deposited:	03 Feb 2025 02:00
Last Modified:	03 Feb 2025 02:00
URI:	http://repository.its.ac.id/id/eprint/117659

Actions (login required)

View Item