Analisis Perilaku Pengguna Layanan internet Banking dengan Menggunakan Pendekatan Technology Acceptance Model dan Perceived Enjoyment di Surabaya
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui perilaku pengguna layanan internet banking dengan menggunakan pendekatan technology acceptance model dan perceived enjoyment. Ada lima konstruk yang digunakan untuk menyusun model kerangka berpikir yang menjelaskan perilaku pengguna yang menggunakan internet banking, yaitu perceived ease of use, perceived usefulness, perceived enjoyment, attitude toward using, dan behavioral intention.
Proses pengumpulan data menggunakan convenience sampling dari pengguna internet banking di Surabaya. Dari kuesioner yang dibagikan secara online dan tertulis digunakan 200 kuesioner yang mempunyai jawaban lengkap dan benar dengan rincian 169 kuesioner online dan 31 kuesioner tertulis. Analisis metode yang digunakan adalah metode Structural Equation Model (SEM) dengan menggunakan SmartPLS Program 2.0. Hasil penelitian menunjukkan pengaruh positif dan signifikan dari perceived ease of use terhadap perceived usefulness dan perceived enjoyment, perceived usefulness juga berpengaruh positif dan signifikan terhadap perceived enjoyment. Perceived usefulness, perceived enjoyment memiliki pengaruh positif dan signifikan terhadap attitude toward using, begitu juga pengaruh dari perceived usefulness, perceived enjoyment, serta attitude toward using terhadap behavioral intention yang terbukti positif dan signifikan. Dari kesembilan hipotesis, ada satu hipotesis yang menunjukkan pengaruh yang tidak signifikan yaitu pengaruh dari perceived ease of use terhadap attitude toward using.
Kata kunci: perceived ease of use, perceived usefulness, perceived enjoyment, attitude toward using, behavioral intention, internet banking
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