Abstract
This research aims to determine factors that influence the culinary MSMEs intention to use Go-Food in Surakarta using Technology Acceptance Model (TAM) modification. Factors are perceived resources, perceived usefulness, perceived ease of use, attitude towards using, and relative advantage. The basic research method is the descriptive method. The method of location determination is purposive. The method of sample determination is purposive sampling with many samples of 60 respondents. Data collection tools using questionnaires. The data analysis method is Structural Equation Modeling (SEM). Data analysis tools using Partial Least Square (PLS) with SmartPLS 3.0. software. The research results show that perceived resources have a positive effect on perceived usefulness and perceived ease of use, perceived usefulness and perceived ease of use have positive effects on attitude towards using, perceived usefulness and perceived ease of use have positive effects on relative advantage, attitude towards using and relative advantage have positive effects on behavior intention to use Go-Food in Surakarta.Keywords: Culinary MSMEs, Go-Food, Modified Technology Acceptance Model, Structural Equation Modeling
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
