PENGEMBANGAN INTEGRASI TAM DENGAN FLOW THEORY DAN MOBILE APP DESIGN QUALITY PADA PENGGUNA  E-COMMERCE DI BALI

I Gst. Ngr. Jaya Agung Widagda; I Gusti Ayu Dewi  Adnyani; Putu Laksmita Dewi  Rahmayanti; Emilia Septiani

doi:10.29303/distribusi.v12i1.422

Authors

I Gst. Ngr. Jaya Agung Widagda Universitas Udayana
I Gusti Ayu Dewi Adnyani Universitas Udayana
Putu Laksmita Dewi Rahmayanti Universitas Udayana
Emilia Septiani Universitas Mataram

DOI:

https://doi.org/10.29303/distribusi.v12i1.422

Keywords:

Niat Untuk Terus Menggunakan, Kualitas Desain Mobile App, Persepsi Kemudahaan Penggunaan, Persepsi Kemanfaatan, Persepsi Pengalaman

Abstract

Tujuan penelitian ini adalah untuk menguji dan menjelaskan pengaruh persepsi kemudahan penggunaan, persepsi kemanfaatan, dan kualitas desain mobile app terhadap perceived flow (persepsi pengalaman) dan niat untuk terus menggunakan. Populasi penelitian ini adalah konsumen yang menggunakan e-commerce di Bali yang jumlahnya tidak diketahui. Besarnya sampel yang digunakan sebanyak 180 orang dengan metode purposive sampling. Teknik analisis yang digunakan adalah Path Analysis dengan menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa persepsi kemudahaan penggunaan tidak berpengaruh terhadap niat untuk terus menggunakan, sedangkan persepsi kemanfaatan dan kualitas desain mobile app berpengaruh positif dan signifikan terhadap niat untuk terus menggunakan, dan persepsi kemudahan penggunaan, persepsi kemanfaatan, kualitas desain mobile app berpengaruh positif dan signikan terhadap persepsi pengalaman, serta persepsi pengalaman berpengaruh positif dan signifikan terhadap niat untuk terus menggunakan. Oleh karena itu penting bagi e-commerce di Bali untuk selalu memperhatikan persepsi kemudahaan penggunaan, persepsi kemanfaatan, kualitas desai mobile app dalam rangka meningkatkan persepsi pengalaman dan niat untuk terus menggunakan.

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