Analisis Adaptasi Technology Acceptance Model (TAM) Food Delivery Service pada Pedagang Mitra Go-Food di Kecamatan Sidorejo Kota Salatiga

Krismelinda Talahatu(1*), Evangs Mailoa(2), H Hendry(3),

(1) Universitas Kristen Satya Wacana, Indonesia
(2) Universitas Kristen Satya Wacana, Indonesia
(3) Universitas Kristen Satya Wacana, Indonesia
(*) Corresponding Author

Abstract


This study was conducted to determine and analyze the acceptance of UMKM traders on the Go-Food food delivery technology model. The Technology Acceptance Model (TAM) is used to explain the interest in using. TAM is used because it can analyze the effect of application use on several variables that have been explained. Go-Food can be an opportunity for UMKM traders to market their products. Based on the calculation of statistical results, the results of the study on the effectiveness of the Technology Acceptance Model (TAM) adaptation on Go-Food partner traders in Sidorejo District, Salatiga City are as follows: Perceived ease of use has a significant effect on perceived usefulness, Perceived usefulness has a significant effect on attitude toward using. perceived ease of use has a significant effect on attitude toward using. Attitude toward using has a significant effect on behavioral intention to use. Perceived usefulness has a significant effect on behavioral intention to use. Perceived usefulness and perceived ease of use simultaneously have a significant effect on attitude toward using. It is not proven that perceived usefulness can intervene in the influence of perceived ease of use and attitude toward using. It is not proven that attitude toward using can intervene in the influence of perceived usefulness on behavioral intention to use.

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DOI: https://doi.org/10.30645/kesatria.v6i2.594

DOI (PDF): https://doi.org/10.30645/kesatria.v6i2.594.g589

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