Abstract
The purpose of this study was to examine the effect of performance expectancy, effort expectancy and social factor on intention to use search engine advertising. This research was conducted on UMKM in Bali province. Questionnaires became a means of collecting data in this study. The study sample was 75 respondents. The data processing technique in this study is Multiple Linier Regression (MLR). Based on the results of data processing it is known that performance expectancy has a significant positive effect on intention to use search engine advertising. Effort expectancy has no influence on intention to use search engine advertising. Social factor has a significant positive effect on intention to use search engine advertising.
 Keywords: performance expectancy, effort expectancy and social factor.
Highlights
The purpose of this study was to examine the effect of performance expectancy
This research was conducted on UMKM in Bali province
Questionnaires became a means of collecting data in this study
Summary
Tujuan dari penelitian ini adalah untuk meneliti pengaruh ekspektasi kinerja, ekspektasi usaha dan faktor sosial terhadap niat menggunakan search engine advertising. Penelitian ini dilakukan terhadap Pelaku UMKM di Provinsi B gali. Kuisioner menjadi sarana pengumpulan data pada penelitian ini. Teknik pengolahan data dalam penelitian ini adalah Multiple Linier Regression (MLR). Berdasarkan hasil pengolahan data diketahui ekspektasi kinerja memiliki pengaruh yang positif signifikan terhadap niat menggunakan search engine advertising. Ekspektasi usaha tidak memiliki pengaruh terhadap niat menggunakan search engine advertising. Faktor sosial memiliki pengaruh yang positif signifikan terhadap niat menggunakan search engine advertising. Kata kunci: ekspektasi kinerja, ekspektasi usaha dan faktor sosial
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