Pengembangan Model Adopsi Teknologi Mobile Shopping Apps Untuk Mengoptimalkan Niat Pengguna Berkelanjutan Dengan Metode PLS-SEM

Asroni, Fajhri Ramadhan (2026) Pengembangan Model Adopsi Teknologi Mobile Shopping Apps Untuk Mengoptimalkan Niat Pengguna Berkelanjutan Dengan Metode PLS-SEM. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Latar Belakang: Konsumen dan platform digital di Indonesia berkembang sangat pesat dalam mengadopsi mobile shopping apps sebagai sarana pemenuhan kebutuhan sehari-hari.
Permasalahan: Namun, industri e-commerce masih menghadapi tantangan besar berupa tingginya fenomena perpindahan aplikasi (user churn), menunjukkan adanya celah penelitian yang signifikan mengenai bagaimana integrasi antara kesesuaian teknis dan faktor psikologis pengguna dapat menekan fenomena tersebut demi mendorong niat penggunaan berkelanjutan (behavioral intention). Tujuan: Penelitian ini bertujuan untuk mengisi celah tersebut dengan menentukan bagaimana niat penggunaan berkelanjutan ditingkatkan di antara konsumen Indonesia melalui pengujian model adopsi teknologi yang diperluas, mengonstruksi peran Task-Technology Fit (TTF), Trust, dan Perceived Enjoyment. Temuan model ini diharapkan dapat memberikan wawasan krusial bagi pengembang aplikasi, peritel digital, dan manajer dalam merancang strategi retensi pelanggan serta optimalisasi fitur aplikasi yang dinamis. Metode/Data: Penelitian ini menggunakan data dari 202 pengguna aktif Mobile Shopping Apps di Indonesia. Data yang dikumpulkan kemudian dianalisis dan dievaluasi menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menguji efek langsung dan tidak langsung dari konstruk-konstruk yang diteliti. Hasil: Hasil penelitian mengungkapkan bahwa faktor TTF secara kuat memengaruhi Perceived Ease of Use, sementara Perceived Usefulness mendorong pembentukan sikap pengguna. Lebih lanjut, Perceived Enjoyment berdampak signifikan dalam memperkuat sikap positif konsumen. Penelitian ini juga menemukan efek mediasi penuh yang kuat dari variabel Attitude pada hubungan antara Trust dan Intention. Secara keseluruhan, temuan ini menegaskan bahwa kombinasi faktor teknis dan psikologis secara sinergis mampu mempertahankan loyalitas pengguna di industri e-commerce.
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Context: Consumers and digital platforms in Indonesia are expanding rapidly in adopting mobile shopping apps as a primary means for daily needs. Problem: However, the e-commerce industry still faces a major challenge regarding high application-switching behavior. This indicates a significant research gap on how the integration of technical fitness and user psychological factors can mitigate this switching phenomenon to drive continuous usage intention (behavioral intention). Objective: This study aims to bridge this gap by determining how behavioral intention can be enhanced among Indonesian consumers through an extended technology adoption model, constructing the roles of Task-Technology Fit (TTF), Trust, and Perceived Enjoyment. The model's findings are expected to provide crucial insights for app developers, digital retailers, and managers in designing dynamic and sustainable customer retention strategies and feature optimizations. Methodology/Data: A quantitative study was conducted involving 202 active users of Mobile Shopping Apps in Indonesia. The collected data were analyzed and evaluated using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test both the direct and indirect effects of the investigated constructs.
Results: The findings reveal that the TTF factor strongly influences perceived ease of use, while perceived usefulness drives the formation of user attitude. Furthermore, Perceived Enjoyment significantly strengthens consumers' positive attitude. The study also found a strong full mediation effect of the Attitude variable on the relationship between consumer trust and behavioral intention. Overall, these findings confirm that the synergy between technical and psychological factors is capable of maintaining user loyalty in the e-commerce industry.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	TTF, TAM, Trust, Perceived Enjoyment, PLS-SEM, TTF, TAM, Trust, Perceived Enjoyment, PLS-SEM
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5548.34 Mobile commerce.
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Fajhri Ramadhan A.
Date Deposited:	28 Jul 2026 03:11
Last Modified:	28 Jul 2026 03:11
URI:	http://repository.its.ac.id/id/eprint/138413

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