Antecedents of The Technology Acceptance Model (TAM) Theory on the Blibli Online Mall Platform

Chafiz Naufal Fauzi

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9 February 2025

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9 February 2025

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9 February 2025

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Abstract

This research aims to analyze the influence of perceived ease of use, perceived usefulness, and perceived enjoyment on online purchase intentions at Blibli. The population in this study were all active users of the Blibli platform in Indonesia who had made at least one purchase in the last six months. The research sample was determined using a purposive sampling technique with the following three criteria: (1) Respondents were active Blibli users who had made at least one purchase in the last six months; (2) respondents were aged between 17 to 45 years, because this age range is considered the most active in using e-commerce platforms; (3) respondents understood and were able to answer the survey questions given, both technically and conceptually. This research uses partial least squares structural equation modeling (PLS-SEM) data analysis techniques. The results of this research show that perceived ease of use, perceived usefulness, and perceived enjoyment have a positive and significant effect on online purchase intentions at Blibli.

Keywords

perceived ease of use perceived usefulness perceived enjoyment online purchase intentions Blibli

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Fauzi, C. N. (2025). Antecedents of The Technology Acceptance Model (TAM) Theory on the Blibli Online Mall Platform. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(1), 251–263. Retrieved from https://journal.uii.ac.id/selma/article/view/38903

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References

Aljarrah, E., Elrehail, H. and Aababneh, B. (2016) “E-voting in Jordan: Assessing readiness and developing a system,” Computers in Human Behavior, 63, pp. 860–867. Available at: https://doi.org/10.1016/j.chb.2016.05.076.
Aslami, N. et al. (2022) “THE ROLE OF TRUST IN MEDIATING PERCEIVED EASE OF USE, PERCEIVED RISK AND E-WOM ON PURCHASE INTENTION,” Jurnal Perspektif Manajerial Dan Kewirausahaan (JPMK), 2(2), pp. 69–81. Available at: http://jurnal.undira.ac.id/jpmk/article/view/189.
Blibli toko online (2024) Tentang Blibli, Blibli. Available at: https://www.blibli.com/faq/tentang-blibli/tentang-blibli-com/ (Accessed: January 20, 2025).
Chaniago, D. and Akbar, M. (2020) “ANALISIS KEMAMPUAN PENGGUNA DALAM MENGGUNAKAN E-COMMERCE SHOPEE DENGAN METODE TECHNOLOGY ACCEPTANCE MODEL (TAM),” Jurnal Nasional Ilmu Komputer, 2(2), pp. 77–84. Available at: https://journal.jis-institute.org/index.php/jnik/article/view/154.
Davis, F.D. (1989) “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly, 13(3), pp. 319–340. Available at: https://doi.org/10.2307/249008.
Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1989) “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models,” Management Science, 35(8), pp. 982–1003. Available at: https://doi.org/10.1287/mnsc.35.8.982.
F. Hair Jr, J. et al. (2014) “Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research,” European Business Review, 26(2), pp. 106–121. Available at: https://doi.org/10.1108/EBR-10-2013-0128.
Gusfi, D.A. et al. (2024) “Pengaruh User experience terhadap Customer Satisfaction dengan E service quality Sebagai Mediator pada Blibli: A Conceptual Paper,” Jurnal Indonesia: Manajemen Informatika dan Komunikasi, 5(2), pp. 2011–2023. Available at: https://journal.stmiki.ac.id/index.php/jimik/article/view/843.
Hadi, N. (2023) Fitur-fitur Apa Saja yang Ada di Platform E-Commerce Blibli?, Alan Creative. Available at: https://alan.co.id/e-commerce-blibli/ (Accessed: January 20, 2025).
Hair, J.F. et al. (2016) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks: SAGE Publications.
Hanjaya, M., Kenny and Gunawan, F. (2019) “UNDERSTANDING FACTORS INFLUENCING CONSUMERS ONLINE PURCHASE INTENTION VIA MOBILE APP: PERCEIVED EASE OF USE, PERCEIVED USEFULNESS, SYSTEM QUALITY, INFORMATION QUALITY, AND SERVICE QUALITY,” MINIB, 32(2), pp. 175–206. Available at: https://doi.org/10.2478/minib-2019-0035.
Hasan, A.A.-T. et al. (2021) “Factors influencing online shopping intentions: The mediating role of perceived enjoyment,” Turkish Journal of Marketing, 6(3), pp. 239–253. Available at: https://doi.org/10.30685/tujom.v6i3.132.
Isnain, A.R. et al. (2021) “Analysis of The Effect of Promotion an Technology Acceptance Model on Purchase Interest in Tokopedia,” in 2021 International Conference on Computer Science, Information Technology, and Electrical Engineering (ICOMITEE). Banyuwangi: IEEE, pp. 141–147. Available at: https://doi.org/10.1109/ICOMITEE53461.2021.9650296.
Kripesh, A.S., Prabhu, H.M. and Sriram, K. V (2020) “An empirical study on the effect of product information and perceived usefulness on purchase intention during online shopping in India,” International Journal of Business Innovation and Research, 21(4), pp. 509–522. Available at: https://doi.org/10.1504/IJBIR.2020.105982.
Liu, F., Dedehayir, O. and Katzy, B. (2015) “Coalition formation during technology adoption,” Behaviour & Information Technology, 34(12), pp. 1186–1199. Available at: https://doi.org/10.1080/0144929X.2015.1046929.
Maulana, M.H. and Khusnudin (2024) “ANALISIS MINAT PENGGUNA MOBILE UGT DENGAN METODE TECHNOLOGY ACCEPTANCE MODEL (TAM),” Jurnal Tabarru’: Islamic Banking and Finance, 7(2), pp. 567–578. Available at: https://journal.uir.ac.id/index.php/tabarru/article/view/17513.
Moslehpour, M. et al. (2018) “e-Purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use,” Sustainability, p. 234. Available at: https://doi.org/10.3390/su10010234.
Muhamad, N. (2024) Shopee Dominasi Pasar E-Commerce Asia Tenggara pada 2023, Databoks. Available at: https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/66989de7b7168/shopee-dominasi-pasar-e-commerce-asia-tenggara-pada-2023 (Accessed: January 20, 2025).
Munir, M. and Darmawan, D. (2022) “The Role of Trust, Ease of Use and Security on Shopping Interests at Lazada,” Engineering and Technology International Journal (EATIJ), 4(3), pp. 135–145. Available at: https://mand-ycmm.org/index.php/eatij/article/view/238.
Mustika, D.V. and Wahyudi, L. (2022) “Does the Quality of Beauty E-commerce Impact Online Purchase Intention? The Role of Perceived Enjoyment and Perceived Trust,” International Journal of Economics, Business and Management Research, 6(4), pp. 199–218. Available at: https://ijebmr.com/uploads/pdf/archivepdf/2022/IJEBMR_941.pdf.
Mutmainnah, K. and Ihsan, A.N. (2024) “PERBANDINGAN KUALITAS FITUR PEMBELIAN TIKET KONSER BLIBLI.COM DAN TIKET.COM MENGGUNAKAN METODE LOAD TESTING,” Jurnal Ilmiah Informatika Komputer, 29(2), pp. 103–116. Available at: https://ejournal.gunadarma.ac.id/index.php/infokom/article/view/11011.
Noor, J. (2017) Metodologi Penelitian: Skripsi, Tesis, Disertasi, dan Karya Ilmiah. Jakarta: Kencana.
Permadi, A., Irawati, T. and Widada, B. (2023) “Analisis Perilaku Pengguna Website Sistem Informasi Akademik Menggunakan Technology Acceptance Model (TAM),” Jurnal TIKomSiN, 11(1), pp. 17–24. Available at: https://p3m.sinus.ac.id/jurnal/index.php/TIKomSiN/article/view/728.
Purwanto, E. and Budiman, V. (2020) “Applying the Technology Acceptance Model to Investigate the Intention to Use E-health: A Conceptual Framework,” Technology Reports of Kansai University, 62(5), pp. 2569–2580. Available at: https://www.researchgate.net/publication/342701335_Applying_the_Technology_Acceptance_Model_to_Investigate_the_Intention_to_Use_E-health_A_Conceptual_Framework.
Putri, H.H., Singasatia, D. and Sunandar, M.A. (2022) “Analisis Faktor yang Mempengaruhi Penerimaan Teknologi Pada Pengguna Aplikasi Shopee Menggunakan Technology Acceptance Model (TAM),” INSOLOGI: Jurnal Sains dan Teknologi, 1(4), pp. 401–410. Available at: https://www.journal.literasisains.id/index.php/insologi/article/view/750.
Ramayah, T. and Ignatius, J. (2005) “Impact of Perceived usefulness, Perceived ease of use and Perceived Enjoyment on Intention to shop online,” ICFAI Journal of Systems Management (IJSM), 3(3), pp. 36–51. Available at: https://ramayah.com/journalarticlespdf/impactpeu.pdf.
Ringle, C.M., Wende, S. and Becker, J.-M. (2015) “SmartPLS 3.” SmartPLS GmbH.
Sartika, D. et al. (2024) “Fenomena Penggunaan E-Commerce terhadap Perilaku Konsumsi Mahasiswa,” WISSEN: Jurnal Ilmu Sosial dan Humaniora, 2(3), pp. 335–350. Available at: https://journal.appisi.or.id/index.php/wissen/article/download/287/472/1606.
Similarweb LTD (2024) Top 10 blibli.com Competitors, Similarweb LTD. Available at: https://www.similarweb.com/website/blibli.com/competitors/ (Accessed: January 20, 2025).
Syafika, Y.Z. and Antonio, G.R. (2024) “IMPACTS OF THE TECHNOLOGY ACCEPTANCE MODEL (TAM) ON THE USE OF THE TIKTOK E-COMMERCE APPLICATION AMONG INDONESIAN STUDENTS,” UTSAHA: Journal of Entrepreneurship, 3(2), pp. 47–64. Available at: https://journal.jfpublisher.com/index.php/joe/article/view/591.
Ulaan, R.V., Pangemanan, S.S. and Lambey, L. (2016) “THE EFFECT OF PERCEIVED ENJOYMENT ON INTENTION TO SHOP ONLINE (The Study of Faculty of Economics and Business Sam Ratulangi University Manado),” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 4(1), pp. 1137–1146. Available at: https://ejournal.unsrat.ac.id/index.php/emba/article/view/11871.
Ventre, I. and Kolbe, D. (2020) “The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective,” Journal of International Consumer Marketing, 32(4), pp. 287–299. Available at: https://doi.org/10.1080/08961530.2020.1712293.
Wijaya, O.T.H. (2023) “E-Commerce: Perkembangan, Tren, dan Peraturan Perundang-Undangan,” JURNAL ILMIAH EKONOMI DAN BISNIS, 16(1), pp. 41–47. Available at: https://journal.stekom.ac.id/index.php/Bisnis/article/download/1083/720/2827.

References

Aljarrah, E., Elrehail, H. and Aababneh, B. (2016) “E-voting in Jordan: Assessing readiness and developing a system,” Computers in Human Behavior, 63, pp. 860–867. Available at: https://doi.org/10.1016/j.chb.2016.05.076.

Aslami, N. et al. (2022) “THE ROLE OF TRUST IN MEDIATING PERCEIVED EASE OF USE, PERCEIVED RISK AND E-WOM ON PURCHASE INTENTION,” Jurnal Perspektif Manajerial Dan Kewirausahaan (JPMK), 2(2), pp. 69–81. Available at: http://jurnal.undira.ac.id/jpmk/article/view/189.

Blibli toko online (2024) Tentang Blibli, Blibli. Available at: https://www.blibli.com/faq/tentang-blibli/tentang-blibli-com/ (Accessed: January 20, 2025).

Chaniago, D. and Akbar, M. (2020) “ANALISIS KEMAMPUAN PENGGUNA DALAM MENGGUNAKAN E-COMMERCE SHOPEE DENGAN METODE TECHNOLOGY ACCEPTANCE MODEL (TAM),” Jurnal Nasional Ilmu Komputer, 2(2), pp. 77–84. Available at: https://journal.jis-institute.org/index.php/jnik/article/view/154.

Davis, F.D. (1989) “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly, 13(3), pp. 319–340. Available at: https://doi.org/10.2307/249008.

Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1989) “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models,” Management Science, 35(8), pp. 982–1003. Available at: https://doi.org/10.1287/mnsc.35.8.982.

F. Hair Jr, J. et al. (2014) “Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research,” European Business Review, 26(2), pp. 106–121. Available at: https://doi.org/10.1108/EBR-10-2013-0128.

Gusfi, D.A. et al. (2024) “Pengaruh User experience terhadap Customer Satisfaction dengan E service quality Sebagai Mediator pada Blibli: A Conceptual Paper,” Jurnal Indonesia: Manajemen Informatika dan Komunikasi, 5(2), pp. 2011–2023. Available at: https://journal.stmiki.ac.id/index.php/jimik/article/view/843.

Hadi, N. (2023) Fitur-fitur Apa Saja yang Ada di Platform E-Commerce Blibli?, Alan Creative. Available at: https://alan.co.id/e-commerce-blibli/ (Accessed: January 20, 2025).

Hair, J.F. et al. (2016) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks: SAGE Publications.

Hanjaya, M., Kenny and Gunawan, F. (2019) “UNDERSTANDING FACTORS INFLUENCING CONSUMERS ONLINE PURCHASE INTENTION VIA MOBILE APP: PERCEIVED EASE OF USE, PERCEIVED USEFULNESS, SYSTEM QUALITY, INFORMATION QUALITY, AND SERVICE QUALITY,” MINIB, 32(2), pp. 175–206. Available at: https://doi.org/10.2478/minib-2019-0035.

Hasan, A.A.-T. et al. (2021) “Factors influencing online shopping intentions: The mediating role of perceived enjoyment,” Turkish Journal of Marketing, 6(3), pp. 239–253. Available at: https://doi.org/10.30685/tujom.v6i3.132.

Isnain, A.R. et al. (2021) “Analysis of The Effect of Promotion an Technology Acceptance Model on Purchase Interest in Tokopedia,” in 2021 International Conference on Computer Science, Information Technology, and Electrical Engineering (ICOMITEE). Banyuwangi: IEEE, pp. 141–147. Available at: https://doi.org/10.1109/ICOMITEE53461.2021.9650296.

Kripesh, A.S., Prabhu, H.M. and Sriram, K. V (2020) “An empirical study on the effect of product information and perceived usefulness on purchase intention during online shopping in India,” International Journal of Business Innovation and Research, 21(4), pp. 509–522. Available at: https://doi.org/10.1504/IJBIR.2020.105982.

Liu, F., Dedehayir, O. and Katzy, B. (2015) “Coalition formation during technology adoption,” Behaviour & Information Technology, 34(12), pp. 1186–1199. Available at: https://doi.org/10.1080/0144929X.2015.1046929.

Maulana, M.H. and Khusnudin (2024) “ANALISIS MINAT PENGGUNA MOBILE UGT DENGAN METODE TECHNOLOGY ACCEPTANCE MODEL (TAM),” Jurnal Tabarru’: Islamic Banking and Finance, 7(2), pp. 567–578. Available at: https://journal.uir.ac.id/index.php/tabarru/article/view/17513.

Moslehpour, M. et al. (2018) “e-Purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use,” Sustainability, p. 234. Available at: https://doi.org/10.3390/su10010234.

Muhamad, N. (2024) Shopee Dominasi Pasar E-Commerce Asia Tenggara pada 2023, Databoks. Available at: https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/66989de7b7168/shopee-dominasi-pasar-e-commerce-asia-tenggara-pada-2023 (Accessed: January 20, 2025).

Munir, M. and Darmawan, D. (2022) “The Role of Trust, Ease of Use and Security on Shopping Interests at Lazada,” Engineering and Technology International Journal (EATIJ), 4(3), pp. 135–145. Available at: https://mand-ycmm.org/index.php/eatij/article/view/238.

Mustika, D.V. and Wahyudi, L. (2022) “Does the Quality of Beauty E-commerce Impact Online Purchase Intention? The Role of Perceived Enjoyment and Perceived Trust,” International Journal of Economics, Business and Management Research, 6(4), pp. 199–218. Available at: https://ijebmr.com/uploads/pdf/archivepdf/2022/IJEBMR_941.pdf.

Mutmainnah, K. and Ihsan, A.N. (2024) “PERBANDINGAN KUALITAS FITUR PEMBELIAN TIKET KONSER BLIBLI.COM DAN TIKET.COM MENGGUNAKAN METODE LOAD TESTING,” Jurnal Ilmiah Informatika Komputer, 29(2), pp. 103–116. Available at: https://ejournal.gunadarma.ac.id/index.php/infokom/article/view/11011.

Noor, J. (2017) Metodologi Penelitian: Skripsi, Tesis, Disertasi, dan Karya Ilmiah. Jakarta: Kencana.

Permadi, A., Irawati, T. and Widada, B. (2023) “Analisis Perilaku Pengguna Website Sistem Informasi Akademik Menggunakan Technology Acceptance Model (TAM),” Jurnal TIKomSiN, 11(1), pp. 17–24. Available at: https://p3m.sinus.ac.id/jurnal/index.php/TIKomSiN/article/view/728.

Purwanto, E. and Budiman, V. (2020) “Applying the Technology Acceptance Model to Investigate the Intention to Use E-health: A Conceptual Framework,” Technology Reports of Kansai University, 62(5), pp. 2569–2580. Available at: https://www.researchgate.net/publication/342701335_Applying_the_Technology_Acceptance_Model_to_Investigate_the_Intention_to_Use_E-health_A_Conceptual_Framework.

Putri, H.H., Singasatia, D. and Sunandar, M.A. (2022) “Analisis Faktor yang Mempengaruhi Penerimaan Teknologi Pada Pengguna Aplikasi Shopee Menggunakan Technology Acceptance Model (TAM),” INSOLOGI: Jurnal Sains dan Teknologi, 1(4), pp. 401–410. Available at: https://www.journal.literasisains.id/index.php/insologi/article/view/750.

Ramayah, T. and Ignatius, J. (2005) “Impact of Perceived usefulness, Perceived ease of use and Perceived Enjoyment on Intention to shop online,” ICFAI Journal of Systems Management (IJSM), 3(3), pp. 36–51. Available at: https://ramayah.com/journalarticlespdf/impactpeu.pdf.

Ringle, C.M., Wende, S. and Becker, J.-M. (2015) “SmartPLS 3.” SmartPLS GmbH.

Sartika, D. et al. (2024) “Fenomena Penggunaan E-Commerce terhadap Perilaku Konsumsi Mahasiswa,” WISSEN: Jurnal Ilmu Sosial dan Humaniora, 2(3), pp. 335–350. Available at: https://journal.appisi.or.id/index.php/wissen/article/download/287/472/1606.

Similarweb LTD (2024) Top 10 blibli.com Competitors, Similarweb LTD. Available at: https://www.similarweb.com/website/blibli.com/competitors/ (Accessed: January 20, 2025).

Syafika, Y.Z. and Antonio, G.R. (2024) “IMPACTS OF THE TECHNOLOGY ACCEPTANCE MODEL (TAM) ON THE USE OF THE TIKTOK E-COMMERCE APPLICATION AMONG INDONESIAN STUDENTS,” UTSAHA: Journal of Entrepreneurship, 3(2), pp. 47–64. Available at: https://journal.jfpublisher.com/index.php/joe/article/view/591.

Ulaan, R.V., Pangemanan, S.S. and Lambey, L. (2016) “THE EFFECT OF PERCEIVED ENJOYMENT ON INTENTION TO SHOP ONLINE (The Study of Faculty of Economics and Business Sam Ratulangi University Manado),” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 4(1), pp. 1137–1146. Available at: https://ejournal.unsrat.ac.id/index.php/emba/article/view/11871.

Ventre, I. and Kolbe, D. (2020) “The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective,” Journal of International Consumer Marketing, 32(4), pp. 287–299. Available at: https://doi.org/10.1080/08961530.2020.1712293.

Wijaya, O.T.H. (2023) “E-Commerce: Perkembangan, Tren, dan Peraturan Perundang-Undangan,” JURNAL ILMIAH EKONOMI DAN BISNIS, 16(1), pp. 41–47. Available at: https://journal.stekom.ac.id/index.php/Bisnis/article/download/1083/720/2827.

Antecedents of The Technology Acceptance Model (TAM) Theory on the Blibli Online Mall Platform

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