Analysis of Factors Affecting Individual Interest in Using the E-Commerce System

  • Novie Susanti Suseno, Dini Turipanam Alamanda, Zikri Fachrul Nurhadi, Sintia Anggelina

Abstract

Information technology has become a daily necessity that causes cultural changes in society. The rapid development of the internet is a driving factor for e-commerce. E-commerce is a platform that provides digital commercial transactions. The trend of online shopping through e-commerce is much in demand by the Garut community. This study discusses the factors that influence individual interest in the use of e-commerce systems in the Garut community. The methodology used is the merging of the Theory of Planned Behavior (TPB) model and the Technology Acceptance Model (TAM), which uses five constructs, namely attitudes, subjective norms, behavioral control, perceived usefulness, and recognized convenience. Data collection is done by observing and distributing questionnaires. The sample taken with a purposive sampling technique is 60 respondents who use online shopping applications. Hypotheses are tested using descriptive analysis and multiple regression. The results of the study indicate that the variable attitudes and perceptions of ease have an influence on individual interests using the e-commerce system, besides the subjective norm variables, behavioral control, and perceived usefulness do not influence individual interests using e-commerce.

Published
2020-03-30
How to Cite
Novie Susanti Suseno, Dini Turipanam Alamanda, Zikri Fachrul Nurhadi, Sintia Anggelina. (2020). Analysis of Factors Affecting Individual Interest in Using the E-Commerce System. International Journal of Advanced Science and Technology, 29(3), 13330 -. Retrieved from https://sersc.org/journals/index.php/IJAST/article/view/31533
Section
Articles