%0 Generic
%A FINA AGUS SUCI,  NINGTIAS 
%C UNIVERSITAS LAMPUNG
%D 2024
%F eprints:79394
%I FAKULTAS ILMU SOSIAL DAN ILMU POLITIK  
%T ANALISIS PENERAPAN TECHNOLOGY ACCEPTANCE MODEL (TAM) TERHADAP PENGGUNAAN MEDIA SOSIAL OLEH STAKEHOLDER PARIWISATA KOPI RIGIS LAMPUNG BARAT 
%U http://digilib.unila.ac.id/79394/
%X Penelitian  ini  bertujuan  untuk  mengetahui  besarnya  pengaruh  penerapan  technology acceptance model (TAM) terhadap penggunaan media sosial oleh stakeholder pariwisata Kopi Rigis Lampung Barat dengan variabel critical mass, capability to use social media, persepsi  kemudahan  penggunaan  (perceived  ease  of  use),  persepsi  kemanfaatan (perceived  usefulness),  perilaku  untuk  menggunakan  (behavioral  intention  to  use),  dan kondisi nyata  penggunaan sistem  (actual  system  usage). Jenis  penelitian ini  explanatory research, dengan sampel berjumlah 100 responden. Teknik analisis data yang digunakan adalah analisis kuantitatif dengan menggunakan penerapan technology acceptance model (TAM) dan uji persamaan struktur berbasis variance Partial Least Square (PLS) dengan uji  SmartPLS.  Hasil  penelitian  menunjukan  bahwa  critical  mass  tidak  berpengaruh signifikan  terhadap  persepsi  kemudahan  penggunaan,  critical  mass  berpengaruh signifikan  terhadap  persepsi  kemanfaatan,  capability  to  use  social  media  berpengaruh signifikan  terhadap  persepsi  kemanfaatan,  capability  to  use  social  media  berpengaruh signifikan  terhadap  persepsi  kemudahan  penggunaan,  persepsi  kemudahan  penggunaan berpengaruh signifikan terhadap persepsi kemanfaatan, persepsi kemudahan penggunaan berpengaruh  signifikan  terhadap  perilaku  untuk  menggunakan,  persepsi  kemudahan penggunaan  berpengaruh  signifikan  terhadap  kondisi  nyata  penggunaan  sistem,  persepsi kemanfaatan  tidak  berpengaruh  signifikan  terhadap  perilaku  untuk  menggunakan, persepsi kemanfaatan berpengaruh signifikan terhadap kondisi nyata penggunaan sistem, dan  perilaku  untuk  menggunakan  berpengaruh  signifikan  terhadap  kondisi  nyata penggunaan sistem.   Kata Kunci: Technology Acceptance Model, Media Sosial, Pariwisata   This  study  aims  to  determine  the  magnitude  of  the  influence  of  the  application  of  the technology acceptance model (TAM) on the use of social media by tourism stakeholders of Kopi Rigis Lampung Barat with critical mass variables, capability to use social media perceived  ease  of  use,  perceived  usefulness,  behavior  to  use,  and  actual  system  usage conditions.  This  type  of  research  is  explanatory  research,  with  a  sample  of  100 respondents.  The  data  analysis  technique  used  is  quantitative  analysis  using  the application of the technology acceptance model (TAM) and structural equation test based on variance Partial Least Square (PLS) with the SmartPLS test. The results showed that critical  mass  had  no  significant  effect  on  perceived  ease  of  use,  critical  mass  had  a significant effect on perceived usefulness, capability to use social media had a significant effect on perceived usefulness, capability to use social media had a significant effect on perceived  ease  of  use,  perceived  ease  of  use  had  a  significant  effect  on  perceived usefulness,  perceived  ease  of  use  had  a  significant  effect  on  behavior  to  use,  perceived ease of use had a significant effect on the real conditions of using the system, perceived usefulness  had  no  significant  effect  on  behavior  to  use,  perceived  usefulness  had  a significant  effect  on  real  conditions  of  using  the  system,  and  behavior  to  use  had  a significant effect on real conditions of using the system.   Key Words: Technology Acceptance Model, Social Media, Tourist