Pengaruh Persepsi Kegunaan dan Persepsi Kemudahan Terhadap Minat Penggunaan BRImo (BRI mobile) (Pada Pedagang Sembako di Pasar Tanjung Kabupaten Jember dengan Attitude Toward Using Sebagai Variabel Intervening)

Abstract

This study aims to analyze the factors that can influence the perception of staple food traders in the Tanjung market about interest in using BRImo through attitude towards using, using the TAM (Technology Acceptance Model) approach. These factors include perceived usability, perceived ease of use, and attitude towards using as Intervening variables. This research was conducted by distributing questionnaires to food traders in Tanjung market, Jember regency. Sample determination in this study used the Simple Random Sampling method. The questionnaire was distributed to 109 food traders in Tanjung market who qualified as samples and analyzed using SPSS (Statistical Package for the Social Sciences). The results showed that: (1) Perceived usability had a significant effect on the interest in using BRImo with a significance level of 0.038; (2) The perception of convenience has a significant effect on the interest in using BRImo with a significance level of 0.000; (3) Attitude toward using has a significant effect on interest in using BRImo with a significance level of 0.000; (4) The perception of usability has a significant effect on the interest in using BRImo through attitude towaard using with a calculation result of 0.376 greater than the direct influence of - 0.140; (5) The perception of convenience does not have a significant effect on the interest in using BRImo through Attitude toward using with a calculation result of 0.133 smaller than the direct influence of 0.333. It is expected that companies pay more attention to the security system and convenience provided for BRImo service users, so that users feel more about the usefulness and convenience of the BRImo application.