The Role of Attitude Toward Using as a Mediation of the Influence of Perceived Usefulness and Perceived Ease of Use on Actual System Use of Tiktok Consumer (Study on Students of ITEBIS PGRI Dewantara Jombang)
DOI:
https://doi.org/10.29407/njmmqt13Abstract
Research Aim: This study aims to analyze the role of Attitude Toward Using as a mediating variable in the relationship between Perceived Usefulness and Perceived Ease of Use toward Actual System Use of TikTok among students of ITEBIS PGRI Dewantara Jombang.
Design/Method/Approach: This research employs a quantitative approach with an explanatory research design. The population consists of 1,295 active students, with the sample determined using the Slovin formula. Data were collected through questionnaires and analyzed using mediation regression analysis, including hypothesis testing with t-test and coefficient of determination (R²).
Research Findings: The results indicate that Perceived Usefulness and Perceived Ease of Use have a positive and significant effect on Actual System Use. Both variables also significantly influence Attitude Toward Using. Furthermore, Attitude Toward Using has a not significant effect on Actual System Use and acts as a mediating variable in the relationship between Perceived Usefulness and Perceived Ease of Use toward Actual System Use.
Theoretical Contribution/Originality: This study contributes to the development of the Technology Acceptance Model (TAM) by emphasizing the mediating role of Attitude Toward Using in the context of social commerce, particularly TikTok Shop. It also addresses inconsistencies in previous research findings regarding the influence of perceived usefulness and perceived ease of use.
Practical/Policy Implication: The findings suggest that application developers and platform providers should enhance system usability and functionality to improve user experience. For business actors and marketers, optimizing features that are easy to use and beneficial can increase user engagement and purchasing behavior on TikTok.
Research Limitation: This study is limited to students of one institution, which may affect generalizability. Additionally, the study only focuses on TAM variables without incorporating other potential factors such as trust, perceived risk, or social influence.
Keywords:
Perceived Usefulness, Perceived Ease of Use, Attitude Toward Using, Actual System Use, TikTok, Technology Acceptance Model (TAM).Downloads
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