Determinan Keberterimaan Pengguna Shopee Di Kabupaten Minahasa Tenggara Menggunakan Technologi Acceptance Model

Abstract

This research aims to determine the acceptability of Shopee application users in Southeast Minahasa Regency during the Covid-19 pandemic using the Technology Acceptance Model. The research sample is 187 people who are Shopee application users in Southeast Minahasa Regency. Simple linear regression was used to analyze the research data. The research results found evidence that perceived convenience has a positive effect on perceived usefulness and attitudes towards using Shopee in Southeast Minahasa Regency; perceived usefulness has a positive impact on attitudes towards use, and attitudes towards using the Shopee application have a positive effect on attitudes towards actual use. The research results found that people in Southeast Minahasa Regency had accepted and used the Shopee application well during the Covid-19 pandemic for online shopping transactions. The people there consider using the Shopee application for online shopping activities, making the shopping process practical and safe and preventing the spread of the coronavirus.