ANALISA FAKTOR - FAKTOR PENGGUNAAN INTERNET ADVERTISING (ADS) FACEBOOK PADA UMKM DI KOTA TERNATE DENGAN MENGGUNAKAN METODE TECHNOLOGI ACCEPTANCE MODEL

Ammar M.A. Polanunu; Hairil Kurniadi Sirajuddin; Syarifuddin N. Kapita; Seh Turuy; Achmad Fuad

Authors

Ammar M.A. Polanunu Department of informatics, Faculty of engineering, Khairun University, Indonesia , Program Studi Informatika, Fakultas Teknik,Universitas Khairun
Hairil Kurniadi Sirajuddin Department of informatics, Faculty of engineering, Khairun University, Indonesia , Program Studi Informatika, Fakultas Teknik,Universitas Khairun
Syarifuddin N. Kapita Department of informatics, Faculty of engineering, Khairun University, Indonesia , Program Studi Informatika, Fakultas Teknik,Universitas Khairun
Seh Turuy Department of informatics, Faculty of engineering, Khairun University, Indonesia , Program Studi Informatika, Fakultas Teknik,Universitas Khairun
Achmad Fuad Department of informatics, Faculty of engineering, Khairun University, Indonesia , Program Studi Informatika, Fakultas Teknik,Universitas Khairun

Keywords:

UMKM, Facebook ADS, Technology Acceptance Model

Abstract

Micro, Small and Medium Enterprises (MSMEs) in an effort to promote or advertise their processed products or products. MSME actors who make efforts to promote and market their products through socialmedia using internet advertising features. However, it is considered not optimal, so the authors see this as a problem that will later be faced by MSME actors in the city of Ternate. So the researchers conducted a study entitled Analysis of Factors - Factors of Use of Internet Advertising (ADS) on Facebook, on MSMEs in Ternate City using the Technology Acceptance Model (TAM) method. TAM is a model developed by Davis (1986) to explain the acceptance of technology that will be used by technology users. In formulating TAM, Davis uses Theory of Reasoned Action (TRA) as a basis for upholding his theory. Based on perceived usefulness, it has a significant value of 0.000 smaller in the coefficient table with a value (significant degree) of 0.05 meaning 0.000

> 0.05, so from this Ho1 is rejected and Ha1 is accepted, which means that the influence of perceived usefulness has a significant effect on behavioral interest. That what is obtained is a variable consisting of Perceived Usefulness (PU), Attitude Usefulness (ATU), Perceived Ease of Use (PEOU), Subjective Norm (SN), SelfEfficacy (SE) it can be concluded that it has a significant effect on behavioral interest variable Behavioral Intention to Use (BIU) which means accepted because it meets the basis for decision making.

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