ANALISIS PERILAKU UMKM GARUT PADA MASA PANDEMI COVID-19 DENGAN PENDEKATAN TECHNOLOGY ACCEPTANCE MODEL (TAM 3)
DOI:
https://doi.org/10.32529/jim.v5i2.1154Kata Kunci:
Technology Acceptance Model 3, UMKM Garut.Abstrak
Penelitian ini bertujuan untuk menganalisis Model penerimaan teknologi TAM 3 pada aplikasi WhatsApp Business dengan dimensi Job Relevance, Computer self efficiacy, perceived enjoyment dan objective usability yang mempengaruhi perceived usefulness dan perceived ease of use terhadap behavioral intention. Sehingga dapat menjelaskan faktor-faktor tersebut dalam mendorong UMKM sebagai langkah percepatan pemulihan ekonomi pada situasi covid-19. Metode penelitian menggunakan kuantitatif dengan desain penelitian explanatory untuk mengetahui hubungan kausal antar variable Job Relevance, Computer self efficiacy, perceived enjoyment dan objective usability yang mempengaruhi perceived usefulness dan perceived ease of use terhadap behavioral intention menggunakan WhatsApp Business. Penelitian ini dilaksanakan di Garut dengan waktu penelitian dimulai bulan November 2020 sampai dengan April 2021 Populasi dalam penelitian ini adalah UMKM Garut. Sampel penelitian ini adalah peserta UMKM JUARA JABAR Garut tahun 2020. Metode pengambilan sampel dengan cara judgement sample sebanyak 120 orang dengan menggunakan analisis deskriptif dan verifikatif (path analysis). Berdasarkan hasil analisis jalur (path analysis), terdapat pengaruh positif signifikan variable (job relevance) X1 terhadap (perceived usefulness) Y2, X4 berpengaruh positif signifikan terhadap Y1, Y2 berpengaruh positif terhadap Y3, Y1 berpengaruh positif terhadap Y2. Adapun untuk variable X2 terhadap Y1 tidak memiliki pengaruh, dan X3 terhadap Y1 dan Y1 terhadap Y3 berpengaruh positif tidak signifikan.
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