The Effect of the Technology Acceptance Model (TAM) on Behavioral Intention to Use Tokopedia among UPGRIS Students

Abstract

The rapid growth of internet technology has accelerated the development of e-commerce in Indonesia, increasing competition among digital marketplace platforms. Understanding the factors influencing users' intention to use e-commerce has therefore become increasingly important. This study aims to examine the effects of Perceived Ease of Use, Perceived Usefulness, and Promotional Voucher on Behavioral Intention to Use Tokopedia among students of Universitas PGRI Semarang (UPGRIS) using the Technology Acceptance Model (TAM). This research employed a quantitative approach with a survey method. Data were collected through an online questionnaire distributed to 375 active UPGRIS students who had experience using Tokopedia. The collected data were analyzed using the Regression Analysis and Bootstrapping features in SmartPLS 4.0. The regression analysis indicated that all independent variables significantly affected Behavioral Intention. However, the bootstrapping results, which were used as the basis for hypothesis testing, revealed that Perceived Usefulness and Promotional Voucher had a positive and significant effect on Behavioral Intention, whereas Perceived Ease of Use did not have a significant effect. The findings suggest that students' intention to continue using Tokopedia is primarily influenced by the perceived benefits of the platform and the attractiveness of promotional programs rather than by the ease of using the application. This study contributes to the application of the Technology Acceptance Model in the Indonesian e-commerce context and provides practical implications for improving user engagement through platform usefulness and promotional strategies.