DETERMINATION ATTITUDE TOWARD USING AND PURCHASE INTENTIONS: ANALYSIS OF PERCEIVED EASE OF USE AND PERCEIVED USEFULNESS (CASE STUDY OF INSTAGRAM SHOP’S FEATURES ON SOCIAL MEDIA INSTAGRAM)

Inayatullah Fatmawati M,Hapzi Ali

doi:10.31933/dijms.v3i1.932

Abstract

This study aims to analyze the effect of perceived ease of use and perceived usefulness on attitude toward using and the effect of perceived ease of use and perceived usefulness on purchase intentions and the effect of perceived ease of use and perceived usefulness on purchase intentions through attitude toward using. The population in this study are internet users who have done online shopping but have never made an online purchase transaction on Instagram and are domiciled in the Jakarta area. The number of samples used is based on the number of indicators at an error rate of 5%, which is 150. The survey was conducted using a questionnaire and then analyzed the data using Partial Least Square (PLS). The results showed that perceived ease of use had a positive and significant effect on attitude toward using, perceived usefulness had a positive and significant effect on attitude toward using, perceived ease of use had a positive and significant effect on purchase intentions, perceived usefulness had a positive and significant effect on purchase intention, attitude toward using had a positive and significant effect on purchase intentions and attitude toward using fully mediating between perceived of ease use and partially mediating between perceived usefulness on purchase intentions the Instagram Shop’s features on Social Media Instagram.

Highlights

Online Shopping’s behavior has become a habit of many people, especially during this pandemic
This study aims to analyze the effect of perceived ease of use and perceived usefulness on attitude toward using and the effect of perceived ease of use and perceived usefulness on purchase intentions and the effect of perceived ease of use and perceived usefulness on purchase intentions through attitude toward using
The results showed that perceived ease of use had a positive and significant effect on attitude toward using, perceived usefulness had a positive and significant effect on attitude toward using, perceived ease of use had a positive and significant effect on purchase intentions, perceived usefulness had a positive and significant effect on purchase intention, attitude toward using had a positive and significant effect on purchase intentions and attitude toward using fully mediating between perceived of ease use and partially mediating between perceived usefulness on purchase intentions the Instagram Shop’s features on Social Media Instagram

Summary

Introduction

Online Shopping’s behavior has become a habit of many people, especially during this pandemic. Indonesia is the e-commerce largest market in Southeast Asia. About 90% of internet users, according to data from Wearesocial and Hootsuite, Indonesia has shopped online. Result from Indonesian Service Provider Association Survey (APJII) that almost 197 million or 74% of Indonesia's population uses the Internet in 2020. This result increased by 8.9% compared to 2019. This is due to the existence of social distancing (PSBB) carried out by the Indonesian government as an effort to spread the covid-19 virus so that

Objectives

Methods

Conclusion