PENGARUH TECHNOLOGY ACCEPTANCE MODEL (TAM) TERHADAP NIAT BELI ULANG ONLINE DI KOTA DENPASAR
ABSTRACT: This study aims to
determine the effect of perceived ease of use, perceived usefulness, perceived
enjoyment, perceived risk, prior online shopping experience of the intention to
buy online in Denpasar. Respondents are internet users in Denpasar City who
have been shopping online. The method of determining the sample used is
purposive sampling with the number of samples as much as 125 respondents. The
result of this research is positive and significant influence perceived ease of
use, perceived usefulness, perceived enjoyment, and prior online shopping
experience towards online shopping intention in Denpasar city and there is
negative and significant influence perceived risk toward online shopping
intention in Denpasar City. This research can serve as a reference for learning
and research on methods of Theory Acceptance Model and online shopping, related
to marketing management science.
Kata Kunci: technology acceptance model (TAM), niat beli ulang online
Penulis: Putu Devi Sandra
Dewi, I Wayan Santika
Kode Jurnal: jpmanajemendd180164
