ABSTRAK
Sebagai negara berkembang, Indonesia memiliki masyarakat yang sangat terbuka dengan teknologi baru beserta produk-produknya di dunia sehingga mekanisme transaksi melalui e-commerce memiliki kesempatan besar untuk berkembang dengan pesat di Indonesia. Meskipun demikian, masyarakat Indonesia dinilai masih kurang percaya untuk melakukan pembelian dan pembayaran secara online. Dengan demikian, penelitian ini akan menguji perilaku konsumen pengguna layanan e-commerce di Indonesia dalam mengadopsi e-commerce dengan pendekatan Perceived Financial Risk dan Technology Acceptance Model (TAM).
Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling. Obyek penelitian ini adalah konsumen Indonesia pengguna
e-commerce dan sebanyak 427 responden telah berpartisipasi dengan kuesioner yang menggunakan Google Docs. Pengujian dilakukan dengan metode Structural Equation Modeling menggunakan IBM SPSS Amos 23.
Hasil pengujian menunjukkan bahwa Perceived Usefulness memberikan pengaruh paling signifikan terhadap Intention to Transact. Perceived Ease of Use berpengaruh lebih signifikan terhadap Perceived Usefulness daripada terhadap Intention to Transact. Hubungan Perceived Financial Risk terhadap Intention to Transact juga turut dipengaruhi oleh karakteristik usia, jenis kelamin, tingkat pendidikan, dan status pernikahan.
Kata kunci : E-Commerce, Perceived Financial Risk, Technology Acceptance Model
ABSTRACT
As a development country, Indonesia has a very potential growth and opportunity fore-commerce since its people was very forthcoming for new technology and its products in the world. Nevertheless, Indonesian's people still had insufficient trust to make such an online purchases and payments.Thus, this study will examine the Indonesian e-commerce consumer's behavior in adopting the e-commerce with the approach of Perceived Financial Risk and Technology Acceptance Model (TAM).
The sampling technique used in this research is purposive sampling. This research’s object is Indonesian consumer of e-commerce users and as many as 427 respondents were participated in the questionnaire using Google Docs. The statistical testing was conducted by Structural Equation Modeling using IBM SPSS Amos 23.
The results show that Perceived Usefulness had the most significant effect to Intention to Transact. Perceived Ease of Use had more significant effect to Perceived Usefulness than Intention to Transact. Perceived Financial Risk was also be influenced by the characteristics of age, gender, education, and marital status.
Keywords : E-Commerce, Perceived Financial Risk, Technology Acceptance Model
