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Pengaruh Penerapan E-Commerce Terhadap Umkm Di Kabupaten Bengkalis Dengan Pendekatan Metode Technology Acceptance Model (Tam)

This study aims to determine the effect of the application of e-commerce on MSMEs in Bengkalis Regency with the approach of technology acceptance model (TAM). In this study there are four variables, namely perceived usefulness (X1), perceived usefulness (X3), social influence and intention to use technology e-commerce (Y1). The population of this study is MSMEs that have used e-commerce in marketing their products, with a sample of 120 respondents selected using a purposive sampling method with the criteria of using e-commerce in marketing their products. Data collection in this study is by giving questionnaires to respondents. While in terms of data analysis this study uses the Structural Equation Modeling (SEM) method with the help of AMOS version 22.
The results of this study showed that: 1) perceived usefulness has a positive and significant influence on intention to use technology e-commerce, 2) perceived ease of use has a positive and significant influence on intention to use technology e-commerce, and 3) social influence has positive but not significant influence on the intention to use technology e-commerce. This research suggests that marketers who use e-commerce in marketing their products increase the use of attractive images and easily understood words related to product specifics. In addition, the next researcher should be able to expand the scope of research not only to culinary MSMEs.
Keywords: technology acceptance model (TAM), e-commerce, social influence, MSMEs

Ketersediaan
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Perpustakaan Universitas Riau 02 02. 119 (0083)
02 02. 119 (0083)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
02 02. 119 (0083)
Penerbit
Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen.,
Deskripsi Fisik
xiv, 71 hlm.; ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
02 02. 119 (0083)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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