PENGARUH TAM (TECHNOLOGY ACCEPTANCE MODEL) TERHADAP REPURCHASE INTENTION PADA PELANGGAN TOKOPEDIA DI SURABAYA

Abstract

The current technological developments have been so developed, so that the former can only be done by meeting face to face, now it can be done without having to meet face to face again. With the advent of technology called internet, now everything can be done online. Similarly, doing trade, can be done online or better known as E-commerce. This research is aimed to analyze the effect of Communication, Privacy, Perceived Usefulness, Perceived Ease to Use to Trust, and Attitude in improving Repurchase Intention of tokopedia users in Surabaya. The sample used in this study were men and women aged 18-60 years, performing in Tokopedia within the last month, a total of 267 respondents. For processing and analyzing data in this research is by using AMOS as a software to process data. The result of analysis shows that Analysis Of Moment Structure (AMOS) with software 24.0 as software to process data. The results showed that, communication variables significantly influence the trust with the regression coefficient of 0.224 and C.R. 2,727; The variable of privacy has no significant effect on trust with regression coefficient of 0165 and C.R. 1,374; Perceived usefulness variables significantly influence the trust with the regression coefficient of 0.460 and C.R. 3,135; Variable perceived usefulness have significant effect on attitude with regression coefficient of 0348 and C.R. 2,490; Perceived ease to use variable significantly influence attitude with regression coefficient of 0.269 and C.R. 2,327; Trust variables significantly influence repurchase intention with regression coefficient of 0.196 and C.R. 2,295; Attitude variable has significant effect to repurchase intention with regression coefficient of 0.422 and C.R. Amounted to 4749.