Analisis Penerimaan Website UMKM Kabupaten Jember Menggunakan Metode Technology Acceptance Model (TAM)

Abstract

This study examines the acceptance and usage of an MSME product website in Jember Regency, focusing on the perspectives of MSME actors using the Technology Acceptance Model (TAM). TAM is utilized to assess the factors influencing the acceptance and usage of information technology. The variables in the TAM model include Perceived Usefulness, Perceived Ease of Use, Attitude Toward Using, Behavioral Intention to Use, and Actual System Usage. Data were collected through questionnaires distributed to registered MSME users of the website. Structural Equation Modeling (SEM) was employed using the Smart-PLS application for data analysis. The findings indicate that Information Quality significantly and positively influences Perceived Usefulness and Perceived Ease of Use. Perceived Ease of Use has a positive and significant impact on Attitude Toward Using. Perceived Usefulness significantly affects Attitude Toward Using and Behavioral Intention to Use. Attitude Toward Using positively influences Behavioral Intention to Use. Lastly, Behavioral Intention to Use has a significant and positive effect on Actual Usage. In conclusion, this research demonstrates that factors such as information quality, perceived ease of use, perceived usefulness, attitude toward using, and behavioral intention have significant implications for the actual usage of the MSME product website in Jember Regency. These findings offer valuable insights for system developers to enhance user experience and foster the acceptance of information technology among MSME actors.