EVALUASI KARAKTERISTIK NIAT PENGGUNA PADA LIVE STREAMING MENGGUNAKAN MODEL UTAUT (STUDI KASUS: SHOPEE LIVE)

Cahyono, Athallah Rafif (2025) EVALUASI KARAKTERISTIK NIAT PENGGUNA PADA LIVE STREAMING MENGGUNAKAN MODEL UTAUT (STUDI KASUS: SHOPEE LIVE). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The development of e-commerce in Indonesia shows a very rapid growth, especially with the growing popularity of live streaming features in online shopping activities. One platform that utilizes this feature is Shopee, where users can interact directly with sellers and view products in real-time. The use of live streaming is considered to be able to improve the consumer shopping experience and build closeness with sellers. This study aims to evaluate the characteristics of user intention in using the Shopee Live feature using the UTAUT (Unified Theory of Acceptance and Use of Technology) model. The method used is a quantitative method. Data was collected from 150 Shopee Live user respondents and analyzed using SEM-PLS (Structural Equation Modeling-Partial Least Squares) to measure the influence of several variables such as Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, Habit, Trust, Behavioral Intention and Use Behavior. The results showed that Performance Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Habit, and Trust have a significant influence on user behavioral intention, which in turn affects Use Behavior. Meanwhile, Effort Expectancy and Price Value did not show a significant influence. These findings suggest that users are more interested in the benefits and positive experience of using the live streaming feature than the ease or price aspects.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Pratama, Arista	NIDN0020039101	aristapratama.si@upnjatim.ac.id
Thesis advisor	Aulia, Virdha Rahma	NIP199810202024062002	virdha.rahma.fasilkom@upnjatim.ac.id

Subjects:

T Technology > T Technology (General)

Divisions:

Faculty of Computer Science > Departemen of Information Systems

Depositing User:

Athallah Rafif Cahyono

Date Deposited:

12 Jun 2025 08:37

Last Modified:

12 Jun 2025 08:37

URI:

https://repository.upnjatim.ac.id/id/eprint/37348