Analisis Penerimaan Masyarakat Kota Salatiga terhadap Fintech ShopeePay dengan Technology Acceptance Model

Abstract

Online shopping has become increasingly popular for many people in Indonesia since the Covid-19 pandemic took hold. Shopee is one of the most popular online buying and selling applications. Based on a survey conducted by App Annie, Shopee has been named the most popular marketplace in Indonesia regarding the number of active users and the volume of monthly visits. Shopee has a fintech called Shopeepay. Technology Acceptance Model (TAM) was used to analyze user acceptance during the Covid-19 pandemic. 100 ShopeePay users were taken as a sample using a purposive sampling technique, collected by questionnaire. Determination of the number of samples refers to the number of samples used in previous studies relevant to this research. The analytical techniques used in this study include regression analysis (simple and multiple) and path analysis. The analysis results from the Technology Acceptance Model show that the factors influencing the acceptance of ShopeePay fintech during the Covid-19 pandemic in Salatiga were Perceived Usefulness and Perceived Ease of Use. These two perceptions of TAM influence Attitude toward Using and Behavioral Intention to Use, which impacts Shopeepay's Actual System Usage during the Covid-19 pandemic.

Belanja online semakin populer bagi banyak orang di Indonesia sejak pandemi Covid-19 melanda. Shopee adalah salah satu aplikasi jual beli online yang paling populer. Berdasarkan survei yang dilakukan oleh App Annie, Shopee dinobatkan sebagai marketplace terpopuler di Indonesia terkait jumlah pengguna aktif dan volume kunjungan bulanan. Shopee memiliki fintech bernama Shopeepay. Technology Acceptance Model (TAM) digunakan untuk menganalisis penerimaan pengguna selama pandemi Covid-19. Pengambilan sampel menggunakan teknik purposive sampling sebanyak 100 pengguna ShopeePay, dikumpulkan dengan kuesioner. Penentuan jumlah sampel mengacu pada jumlah sampel yang digunakan pada penelitian sebelumnya yang relevan dengan penelitian ini. Teknik analisis yang digunakan dalam penelitian ini meliputi analisis regresi (sederhana dan berganda) dan analisis jalur. Hasil analisis Model Penerimaan Teknologi menunjukkan bahwa faktor-faktor yang mempengaruhi penerimaan fintech ShopeePay pada masa pandemi Covid-19 di Salatiga adalah Perceived Usefulness dan Perceived Ease of Use. Kedua persepsi TAM ini mempengaruhi Attitude to Using dan Behavioral Intention to Use yang berdampak pada Actual System Usage Shopeepay selama pandemi Covid-19.