THE USE OF SHOPEE PLATFORM FOR PURCHASING JINISO FASHION BRAND: USING THE TECHNOLOGY ACCEPTANCE MODEL (TAM) THEORY

Tara Feninda, Alfina Zsazsa Naqiya, Fitroh Adhilla

Abstract


Introduction: In this era of increasingly advanced technology, the role of social media has become very important for everyone. One of the social media that is currently active in all corners of the world is Shopee. Shopee is a social media platform that has become very popular in recent years, especially among the younger generation. Fashion brand Jiniso often faces challenges in reaching its younger target audience and reaching them in a relevant and engaging way. In this context, Shopee can be an effective tool for fashion brand Jiniso to connect with their younger audience. The purpose of this research is to determine the use of the Shopee platform for purchasing the Jiniso fashion brand using the Technological Acceptance Model (TAM) theory. The purpose of this research is to determine the use of the Shopee platform for purchasing the Jiniso fashion brand using the Technological Acceptance Model (TAM) theory. Design/Methods: This research was conducted in Yogyakarta using a survey method with a questionnaire distributed online via Google Form. Researchers obtained 180 Jiniso buyers at Shopee as respondents. Researchers used Partial Least Square (PLS) to test research data. Finding/Results: The test results for this model show that the constructs of perceived ease of use, satisfaction and trust have a significant effect on the level of use of the Shopee platform for purchasing the Jiniso fashion brand. On the other hand, the perceived usefulness construct has no effect on the level of use of the Shopee platform for purchasing the Jiniso fashion brand. Research Limitation/Implication: The implication of this research for Shopee is that it needs to continue to innovate and follow the latest trends in the fashion industry to maintain consumer interest. They can collaborate with well-known fashion brands, provide relevant content, and expand the choice of fashion products available on their platform. Originality/Value: This research has originality and added value in applying TAM theory to the use of the Shopee platform for purchasing the Jiniso fashion brand. This research can provide valuable insights for business leaders and Jiniso fashion brand owners in optimizing user experience and increasing the use of the Shopee platform for Jiniso fashion brand purchases.

Keywords: perceived ease of use; perceived usefulness; satisfaction; trust; level of use; Technology Acceptance Model (TAM)

   


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Publihser:
Universitas Ahmad Dahlan

Editorial Address:
Yogyakarta

This work is licensed under CC BY 4.0