IMPLEMENTASI TECHNOLOGY ACCEPTANCE MODEL DALAM AKTIVITAS BELANJA ONLINE MELALUI MEDIA SOSIAL INSTAGRAM DI KALANGAN MAHASISWA UNIVERSITAS SUMATERA UTARA

Abstract

Social media used by the users for various purposes. Many features and complete attractive application made social media is easy to accepted by users. Instagram is one of social media much used among students, one of the purpose of its use is to do online shopping. Technology Acceptance Model or TAM by Davis (1988) assume that perceived easy of use and perceived usefulness factors influence upon acceptance or use of technology. The purpose of this research is to identify the influence of perceived easy of use and perceived usefulness by user on the actual usage of social media instagram in online shopping activity among Sumatra Utara University students. This research uses the quantitative method by spreading questionnaire to 96 respondents. Data processed by using SPSS version 20. The research results show that both variables of perceived easy of use and perceived usefulness was influence upon the actual usage of social media instagram in online shopping activity among University Sumatra Utara students. The Influence is 45,3 percent in medium category.