ANALISIS PENGARUH EASE OF USE, SELF-EFFICACY, DAN USEFULNESS SERTA PERCEIVED ENJOYMENT TERHADAP INTENTION TO USE MELALUI TRUST SERTA ATTITUDE PADA PENGGUNA YOUTUBE DI KOTA SAMARINDA --

ABSTRAK
Penelitian ini bertujuan untuk menganalisa Pengaruh Ease of Use, Self-Efficacy dan
Usefulness serta Perceived Enjoyment terhadap Intention to Use melalui Trust dan
Attitude pada pengguna YouTube di Kota Samarinda. Penelitian ini menggunakan
pendekatan kuantitatif dengan menggunakan path analysis yang diolah dengan
software IBM SPSS Statistic 23 dan Structural Equation Modelling (SEM) dengan
software IBM AMOS 23. Sampel yang digunakan dalam penelitian ini berjumlah 156
sampel yang diambil dari pengguna YouTube di Kota Samarinda. Dalam penelitian
ini dilakukan uji instrument yang terdiri dari uji validitas dan uji reliabilitas, uji asumsi
menggunakan uji estimasi dan uji structural model fit. Berdasarkan model structural
dapat dibuktikan bahwa Ease of use dan Perceived Enjoyment berpengaruh tidak
signifikan terhadap Trust namun Self-Efficacy dan Usefulness berpengaruh signifikan
terhadap Trust. Ease of use berpengaruh tidak signifikan terhadap Attitude namun
Self-Efficacy,Usefulnes,dan Perceived Enjoyment berpengaruh signifikan terhadap
Attitude kemudian Attititude terhadap Intention to Use berprngaruh signifikan namun
tidak pada trust terhadap Intention to use.
Kata Kunci: Ease of Use,Self-Efficacy, Usefulness, Perceived Enjoyment, Trust,
Attitude, Intention to Use, YouTube, Samarinda
ABSTRACT
This study aims to analyze the effect of Ease of Use, Self-Efficacy and Usefulness
and Perceived Enjoyment on Intention to Use through Trust and Attitude on YouTube
users in Samarinda City. This study used a quantitative approach using path analysis
which was processed with IBM SPSS Statistics 23 software and Structural Equation
Modeling (SEM) with IBM AMOS 23 software. The samples used in this study were
156 samples taken from YouTube users in Samarinda City. In this study, instrument
tests were carried out which consisted of validity and reliability tests, assumption tests
using estimation tests and structural model fit tests. Based on the structural model, it
can be proven that Ease of use and Perceived Enjoyment have no significant effect
on Trust, but Self-Efficacy and Usefulness have a significant effect on Trust. Ease of
use has no significant effect on Attitude but Self-Efficacy, Usefulness, and Perceived
Enjoyment have a significant effect on Attitude then Attititude on Intention to Use has
a significant effect but not trust on Intention to use.
Keywords: Ease of Use, Self-Efficacy, Usefulness, Perceived Enjoyment, Trust,
Attitude, Intention to Use, YouTube, Samarinda