Faktor-Faktor Behavior Persepsi Penerimaan Pengguna Aplikasi Gofood, Grabfood, dan Shopeefood Menggunakan Metode Tam dan Analisis Sem
DOI:
https://doi.org/10.30736/jti.v11i1.1627Keywords:
Technology Acceptance Model, Structural Equation Modeling, aplikasi layanan pesan antar makanan, penerimaan penggunaAbstract
Perkembangan teknologi digital telah mendorong meningkatnya penggunaan aplikasi layanan pesan antar makanan di berbagai negara, termasuk Indonesia. Aplikasi seperti GoFood, GrabFood, dan ShopeeFood memudahkan pengguna dalam memesan makanan secara daring melalui perangkat smartphone (Ray et al., 2019). Penelitian ini bertujuan untuk menganalisis tingkat penerimaan pengguna terhadap aplikasi layanan pesan antar makanan menggunakan pendekatan Technology Acceptance Model (TAM). Model TAM dalam penelitian ini terdiri dari empat konstruk utama, yaitu Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Attitude Toward Using (ATU), dan Behavioral Intention (BI) (Davis, 1989). Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 180 responden pengguna aplikasi layanan pesan antar makanan di Indonesia. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak LISREL. Hasil penelitian menunjukkan bahwa model penelitian memiliki tingkat kesesuaian yang baik dengan nilai RMSEA sebesar 0.058, CFI sebesar 0.959, serta GFI sebesar 0.929. Hasil pengujian hipotesis menunjukkan bahwa PEOU berpengaruh positif terhadap PU dan ATU, PU berpengaruh positif terhadap ATU, serta ATU berpengaruh positif terhadap BI.
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