Analisis Faktor-Faktor yang Menyebabkan Adopsi Mobile Commerce di Kota Semarang
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Ponsel pada awalnya adalah perangkat nirkabel untuk komunikasi suara satu lawan satu. Perdagangan seluler telah mengubah tujuan dan kemampuan perangkat seluler. Studi ini bertujuan untuk mengkaji faktor-faktor yang memungkinkan adopsi m-commerce di Kabupaten Semarang. Teori digunakan dalam riset ini adalah UTAUT dan SERVQUAL serta konstruk trust dan security. Metode pendekatan kuantitatif berdasarkan SEM-PLS diterapkan. Responden diambil dari pengguna m-commerce di berbagai platform di Kaupaten Semarang, Indonesia, melalui kuesioner online. Temuan studi ini menemukan bukti positif dan signifikan model terintegrasi dengan behavioural intention konsumen dalam memanfaatkan m-commerce. Artinya, peneliti dan praktisi dapat mendapatkan pemahaman yang lebih komprehensif tentang bagaimana konsumen merespon m-commerce dan apa yang memengaruhi niat mereka untuk menggunakannya. Kombinasi Teori UTAUT dan kualitas layanan yang diukur oleh SERVQUAL dapat memberikan wawasan yang berharga dalam mengoptimalkan pengalaman konsumen dalam m-commerce dan meningkatkan tingkat adopsi platform tersebut.
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