Aplikasi Model Tam (Technology Acceptance Model)pada Perilaku Pengguna Instagram

Abstract

The purpose of this study was to describe the perception of its influence on attitudes and adoption of Instagram. Respondents in this study were 105 Instagram users from various groups, with the proviso purposive sampling has been used for at least 6 months instagram in buying and selling online. Methods of data collection instruments used were a questionnaire. And data analysis using Structural Equation Model (SEM) with AMOS and SPSS software program. The research model using the base Technology Acceptance Model (TAM) to the original variables, namely perceived ease of use, perceived usefulness, attitude toward using, and actual usage. The results showed that the variables of perceived ease of use and perceived usefulness has a positive and significant impact on the attitude toward using. Perceived ease of use and perceived usefulness also had a positive and significant impact on actual usage. Attitude toward using has a positive and significant impact on actual usage. In this study also found that the actual usage form of direct influence perceived ease of use and perceived usefulness without attitude toward using. For further research suggested that increasing the interest / enthusiasm of people in the use Instagram with more frequent socialization of the audience that uses Instagram is easy and rewarding for the work that is in the market and buy products online.

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