ANALISIS PENERIMAAN APLIKASI E-COMMERCE SHOPEE PADA KALANGAN MAHASISWA DI KOTA KUPANG MENGGUNAKAN MODEL UTAUT
Keywords:
Shopee, E-commerce, UTAUT, Students, Technology acceptance, KupangAbstract
This study aims to analyze the factors influencing the acceptance of the Shopee e-commerce application among university students in Kupang City using the Unified Theory of Acceptance and Use of Technology (UTAUT) model. The increasing use of smartphones and the rise of online shopping activities in Indonesia have made Shopee one of the most widely used e-commerce platforms, including among students. This research examines five main constructs—performance expectancy, effort expectancy, social influence, facilitating conditions, and trust—and analyzes their influence on behavioral intention. Data were collected through a digital questionnaire distributed via WhatsApp to 138 respondents, with 121 valid responses used for analysis. The results reveal that performance expectancy, facilitating conditions, and trust significantly affect students’ behavioral intention to use the Shopee application, while effort expectancy and social influence do not show significant effects. These findings indicate that perceived usefulness, supporting facilities, and trust in the platform are the primary determinants influencing students’ intention to use Shopee, whereas ease of use and social influence are not dominant considerations. This study provides empirical insights into e-commerce technology acceptance in a local context and offers recommendations for service providers to enhance features, security, and user experience to better meet student needs.
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