Hery Yuliani, Elvin Leander Hadisaputro | http://devotion.greenvest.co.id

646

BEHAVIORAL ANALYSIS OF SHOPEE APPLICATION USERS AT

STMIK BORNEO INTERNATIONAL USING THE TECHNOLOGY

ACCEPTANCE MODEL (TAM) METHOD

Hery Yuliani

, Elvin Leander Hadisaputro

Program Studi Sistem Informasi,

Sekolah Tinggi Manajemen Informatika dan Komputer

(STMIK) Borneo Internasional, Indonesia

hery_yuliani.17@stmik-borneo.ac.id, elvin.leander@stmik-borneo.ac.id

KEYWORDS

Behavior Analysis,

Shopee Application,

Technology

Acceptance Model

ARTICLE INFO

Accepted:

April, 26

2022

Revised:

May, 7

2022

Approved:

May, 12

2022

ABSTRACT

The development of information technology today has a very rapid

growth. Businesses began to enter the virtual world market called e-

commerce. Shopee is one of the developing e-commerce. Therefore, it

is necessary to know how the acceptance of an application technology

by the public is used. In this research, the Shopee application is used,

which is an online shopping platform that focuses on mobile, making

it easier for users to shop and sell using gadgets. The method in this

study uses the Technology Acceptance Model (TAM) research

method. The results of this study note that Perceived Ease of Use does

not have a significant positive effect on Attitude Toward Using

Perceived Usefulness has a significant positive effect on Attitude

Toward Using with the level of relationship. It can be concluded that

the Perceived Usefulness, Attitude Toward Using, and Intention to use

factors have a significant effect on the use of the Shopee application.

Meanwhile, the perceived ease of use has no effect on the Shopee

application, so it is recommended to improve the quality of the ease of

use of the Shopee application.

INTRODUCTION

The development of information technology today has a very rapid growth. People's

lifestyles are increasingly instantaneous because the majority of people have high mobility in

their daily activities (Aulia, 2021; Tse et al., 1989). So that people are looking for something

practical and instantaneous in meeting their needs (Miles, 1998). As one of the internet users,

consumers prefer internet media for shopping because they do not need to meet face to face

with service providers

In Indonesia, there are many online stores that can be used for promotion and ease of use.

One of the online store applications is Shopee. The increasing growth of e-commerce in

Indonesia has made Shopee to enliven the industry (Purbasari et al., 2020). E-commerce is a

business alternative in the modern era which is in line with increasingly dynamic market

conditions and competitive competition resulting in changes in consumer behavior (Salamun

et al., 2021). Shopee is the first consumer-to-consumer (C2C) mobile marketplace application

that is safe, easy, fun, and practical in buying and selling (Devita et al., 2021). Shopee as one

of the online buying and selling sites that has made changes to attract customers to make more

Volume 3, Number 7, May 2022

e-ISSN: 2797-6068 and p-ISSN: 2777-0915

[ BEHAVIORAL ANALYSIS OF SHOPEE APPLICATION USERS

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TECHNOLOGY ACCEPTANCE MODEL (TAM) METHOD]

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Vol. 3, No. 7, May 2022

transactions (Arief, 2021; Wahyuni, 2022). If e-commerce shopee is able to provide the right

service and in accordance with consumer expectations, shopee will have a good perception for

its users (Melani, 2021; Wafiyyah et al., 2021).

Therefore, TAM is the basis for knowing and understanding behavior in receiving and

using an information system (Marangunić & Granić, 2015; Surendran, 2012). So TAM is used

to study consumer behavior in processing information (Holden & Karsh, 2010). Using the

TAM method will help predict a person's attitude and behavior towards technology and can

provide the basic information needed about the factors that drive the individual's attitude. This

model has a factor of each user behavior with four variables, namely usefulness, ease of use,

behavioral intention of use, and attitude toward using (King & He, 2006; Lee et al., 2003). For

students, the use of buying and selling media in conducting online transactions is in great

demand because the benefits that are so practical and easy to use are considered an advantage

in conducting online transactions.

Figure 1. Graph of Shopee e-commerce Application Usage

Source: LPPM STMIK Borneo International

Figure 2 Graph of Shopee E-Commerce Application User Satisfaction

Source: LPPM STMIK Borneo Internasional

The purpose of this evaluation is to understand whether the shopee application has an

influence on the relationship between perceptions of perceived ease of use (perceived ease of

use), perceptions of usefulness (perceived usefulness), behavioral intentions (behavioral

intention to use), attitudes of use (Attitude Toward Using) for users, especially students at

STMIK Borneo International Balikpapan. Then a study entitled "Analysis of the Behavior of

[ BEHAVIORAL ANALYSIS OF SHOPEE APPLICATION USERS

AT STMIK BORNEO INTERNATIONAL USING THE

TECHNOLOGY ACCEPTANCE MODEL (TAM) METHOD]

Hery Yuliani, Elvin Leander Hadisaputro | http://devotion.greenvest.co.id

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Vol. 3, No. 7, May 2022

the Shopee Application Users at STMIK Borneo Internasional was conducted using the

Technology Acceptance Model (TAM) method".

RESEARCH METHOD

The data collection method was used to obtain the data needed during the study. This

research was conducted by testing hypotheses by relating several sample members from the

population whose data collection was carried out using a questionnaire to test the relationship

between perceptions of perceived ease of use, perceptions of usefulness (Perceived

Usefulness), Behavioral Intention (Behavioral Intention to use), attitude towards application

(Attitude Towards Using). Literature study is used to collect secondary data from companies,

theoretical basis and information related to this research by means of documentation. The study

was conducted, among others, by collecting data sourced from the literature.

RESULTS AND DISCUSSION

1. Validity Test

The validity test with SPSS was carried out by using a bivariate correlation between each

indicator score and the total variable score. If r count is greater than r table and the value is

positive, then the item or question or indicator is declared valid. The instrument is said to be

valid if the significance value of the instrument item score (Rcount> 0.05. On the other hand,

if the significance value is obtained (Rcount <0.05 then it can be said that the instrument is

invalid).

Table 1 Ease of Use Variables

Variable Ease of Use (Perceived Ease of Use)

R-table

R-count

Description

I can access shopee easily, anytime and

anywhere.

0.5140

0.842

Valid

The shopee application display is clear and easy

to understand

0.5140

0,717

Valid

I don't have to spend a long time thinking about

how to use shopee.

0.5140

0,697

Valid

Shopee application connection 24 hours

0.5140

0,763

Valid

Based on the results of the calculation of the validity of the user behavior variable in table

1 it is known and obtained all items that are declared valid. With a significant value less than

0.05 so that all items of the Perceived Ease of Use question are able to reveal something that is

measured on the questionnaire.

Table 2 Variables of Information Use

Variable of Information Usefulness

(Perceived Usefulness)

R-table

R-count

Description

In my opinion, the shopee application allows

faster shopping and transactions.

0.5140

0,777

Valid

In my opinion, placing information on the

shopee application makes it easier for me to

shop and transact.

0.5140

0,697

Valid

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TECHNOLOGY ACCEPTANCE MODEL (TAM) METHOD]

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Vol. 3, No. 7, May 2022

The shopee application can save the costs I have

to spend in shopping and transacting.

0.5140

0,864

Valid

In my opinion, the information presented on the

Shopee application is timely

0.5140

0,735

Valid

Based on the results of the calculation of the validity of the user behavior variable in table

2, it is known and obtained all items that are declared valid. With a significant value less than

0.05 so that all Perceived Usefulness question items are able to reveal something that is

measured on the questionnaire.

Table 3 Variables on Application

Variables Against Application (Attitude

Toward Using)

R-table

R-count

Description

I like the shopee app because it helps

shopping and transactions

0.5140

0,775

Valid

I believe the shopee application is clear

and easy to understand

0.5140

0,528

Valid

Based on the results of the calculation of the validity of the user behavior variable in table

3 it is known and obtained all items that are declared valid. With a significant value less than

0.05 so that all of the Attitude Toward Using question items reveal something that is measured

on the questionnaire.

Table 4 User Behavior Variables

User Behavior Variable (Behavioral

Intention to Use)

R-table

R-count

Description

I am interested in using the shopee

application as my main choice in

shopping and transacting.

0.5140

0,749

Valid

The use of the shopee application is easy

to facilitate shopping and transactions.

0.5140

0,854

Valid

I would recommend the Shopee app for

shopping and transactions to other people

who have never used it.

0.5140

0,677

Valid

Based on the results of the calculation of the validity of the user behavior variable in table

4 it is known and obtained all items that are declared valid. With a significant value less than

0.05 so that all the Behavioral Intention to Use question items reveal something that is

measured on the questionnaire. Based on the results of the calculation of the validity of the user

behavior variable above, all items were declared valid. The validity test was carried out by

taking 15 samples of respondents, from the table above it can be concluded that all

questionnaires are declared valid because Rcount > from Rtable with (df = 15-2) is 0.5140 So

that all question items can be continued for further research.

2. Reliability Test

Reliability test is a tool to measure a questionnaire which is an indicator of a variable or

construct. The reliability test in this study used the help of the IBM SPSS Statistic 21 program

with Cronbach Alpha (α) statistical test analysis. Recap the reliability test results in the table

as follows:

[ BEHAVIORAL ANALYSIS OF SHOPEE APPLICATION USERS

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TECHNOLOGY ACCEPTANCE MODEL (TAM) METHOD]

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650

Vol. 3, No. 7, May 2022

Table 5 Reliability Test Results for Variable X

Cronbach's Alpha

N of Items

,828

Table 6 Reliability Test Results for Variable Y

Cronbach's Alpha

N of Items

,786

Based on the results of the reliability test of the research instrument, the Cronbach's

Alpha value for the X variable is 0.828, the X variable can be concluded that the statement in

this questionnaire is reliable because it has Cronbach's Alpha more than 0.06, the same as the

Y variable, the Cronchbach Alpha is 0.786, the same as the X variable, it can be concluded that

variable Y has Cronbach's Alpha more than 0.06. This shows that each statement item used

will be able to obtain consistent data, which means that if the question is asked again, an answer

that is relatively the same as the previous answer will be obtained.

3. T-test

Table 7 T-test

Based on the table above, the regression equation is obtained as follows:

Y = 1.191 + -0.004X1 + 0.298X2 + 0.704X3

Based on the results of the calculation, the calculated number t Variable (X1) or

Perceived Ease Of use is -0.036, the significance is 0.972> 0.05 and Tcount is -0.036 < T table

1.99254 so that H01 is accepted and Ha1 is rejected, meaning that Variable (X1) or Perceived

Ease Of use cannot be the effect on the variable Attitude Toward Using (y) shopee application

and the effect is -0.005 or 0.5%. In the table of the Perceived Usefulness variable or variable

(X2), it is obtained that the arithmetic value is 0.006 < 0.05 and T count is 2.823 > T table

1.99254. So H02 is rejected and Ha2 is accepted, meaning that the Perceived Usefulness

variable or variable (X2) has an effect on Attitude Toward Using (y) the shopee application

and has an effect of 0.298 or 29.8%.

Based on the explanation above, it can be concluded that the results of the T test are as

follows:

Model

Unstandardized

Coefficients

Standardized

Coefficients

Sig.

Std. Error

Beta

(Constant)

1,191

1,318

,903

,369

EASE OF USE (X1)

-,004

,111

-,003

-,036

,972

USES OF INFORMATION

(X2)

,298

,106

,338

2,823

,006

ON APPLICATION (X3)

,704

,191

,429

3,691

,000

a. Dependent Variable: USER BEHAVIOR (Y)

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1. In the ease of use variable (X1) there is no effect on the user behavior variable (y)

partially because the significance value is 0.972> 0.05 and Tcount -0.036 < Ttable 1,

1.99254.

2. In the information usefulness variable (X2) there is a partial effect on the user

behavior variable (Y) because the significance value is 0.006 < 0.05 and T-count is

2.823 > T table 1, 1.99254.

3. In the variable on the application (X3), there is an effect on the user behavior variable

(Y) partially because the significance value is 0.000 <0.05 and T-count is 3.691 >

Ttable 1, 1.99254.

4. F-Test

Table 8 F-test

Model

Sum of

Squares

Mean Square

Sig.

Regression

118,252

39,417

23,859

,000

Residual

120,605

1,652

Total

238,857

a. Dependent Variable: USER BEHAVIOR (Y)

b. Predictors: (Constant), ON APPLICATION (X3), EASE OF USE (X1), USEFULNESS INFORMATION (X2)

To test the significance of the research results, it was done by comparing the magnitude

of the research significance level (sig) with a significance level of 0.05 or 5%. Based on the

results of calculations using SPSS, the results obtained significance values or in other words

Perceived Ease Of use, Perceived Useful, Behavioral Intention, and Attitude Toward Using (Y)

users affect the use of the Shopee application, it can also be seen that the probability of sig

(Sig) is 0.000 < 0.05 means the model is accepted or it can be concluded that the form of a

linear equation. Based on the table above on the ease of use variable (X1), the usefulness of

information (X2), on the application (X3), there is an influence on the user behavior variable

simultaneously because the significance value is 0.000 <0.05 and fcount 23.859> ftable 2.74.

H1. Influence (perceived Ease of Use) or perceived ease of use (Attitude Towards Using)

or attitudes towards the application of the shopee application. Based on table 4.8 Perceived

Ease Of use has a t value smaller than table t, namely 0.036 < 1.99254, for the Attitude Toward

Using (Y) variable. This means that H1 is accepted and A1 is rejected, so it can be concluded

that the Perceived Ease Of use variable is partially not affect the Attitude Toward Using

variable.

H2. Influence (Perceived usefulness) or perceived usefulness (Attitude Towards Using)

or attitudes towards the application on the shopee application. Based on table 4.8, the perceived

usefulness variable has a t-count value that is greater than the t-table, namely 2.823 > 1.99254,

for the Attitude Toward Using (Y) variable.

Where Perceived Ease Of Use, Perceived Useful, Behavioral Intention, and is the

dominant variable on Attitude Toward Using seen from the Unstandardized Coefficients model

with a B value of 0.298 and a significant level less than 0.05 (0.004 < 0.05).

Influence (Behavioral Intention to Use) or interest in user behavior towards (Attitude

Towards Using) or attitudes towards the application of the shopee application. Based on table

4.8 the Behavioral Intention to use variable has a value greater than table t, namely 3.691 >

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Vol. 3, No. 7, May 2022

1.99254. on the Attitude Toward Using (Y) variable, this means that Ha3 is accepted and H03

is rejected, so it can be concluded that the Behavioral Intention to use variable partially affects

Attitude Toward Using.

Judging from the Unstandardized Coefficients model with a B value of 0.704 and a

significant level less than 0.05 (0.000 <0.05). In the F test, the significance level used is 0.05

(5%) and the F table is 2.74. The F table value is obtained by calculating using the F table

formula. It is known that the significance value for the influence of the independent variables

(X1, X2, and X3) simultaneously affects the dependent variable (Y) of 0.000 < 0.05 or 23.859>

2.74. In the calculation, the result is that the F test aims to determine whether the independent

variables simultaneously have an influence on the dependent variable. From the calculation

results, the value of the F test is 23,859 with sig < 0.05, so it can be concluded that the variables

together play a role in the use of the Shopee application. The results of testing the effect of the

independent variables together on the dependent variable show Variables (X1, X2, and X3)

23.859> t table 2.74 shows that the results obtained get the results that the X variable

simultaneously affects the Y variable.

CONCLUSION

The test results on the proposed model show good results. Based on the research that has

been done on STMIK students, regarding the behavior of shopee application users, the

following conclusions can be drawn: The variable Perceived Ease of Use has no significant

effect H01 is accepted on the Attitude Toward Using variable, it is concluded that the Perceived

Ease Of Use variable partially has no effect on the variable Attitude Toward Using. The

Perceived Usefulness variable has a significant positive effect on the Attitude Toward Using

variable because it has a good value and has a positive relationship. The Behavioral Intention

to Use variable has a significant positive effect on the Attitude Toward Using variable because

it has a good value and has a positive relationship. Variables Perceived Ease of Use, Perceived

Usefulness and Behavioral Intention to Use (X1, X2, and X3) have a significant positive effect

on the Attitude Toward Using variable because their values are equally good and have a

positive relationship.

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