Analysis of Factors Affecting the Students’ Acceptance Level of E-Commerce Applications in Yogyakarta Using Modified UTAUT 2

Abstract

Yogyakarta is listed as the region with the highest number of residents engaging in e-commerce transactions. A total of 10.2% of the population are active e-commerce sellers, while 16.7% belong to the buyer category. Research by IDN Times showed that e-commerce application users have been dominated by students, with a percentage of 44.2%.  The purpose of this study is to analyze the factors that influence students’ level of acceptance of e-commerce applications in Yogyakarta using the modified UTAUT 2. This is quantitative research with multiple linear regression models using SPSS software version 25 with a sample size of 303 people. Data analysis in this study was conducted in a few steps, including descriptive analysis, validity test, reliability test, classical assumption test and hypothesis testing. The results of this study indicate that the student’s level of acceptance of e-commerce applications is within good criteria. The variables that have a positive effect on the behaviour intention (BI) are performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FC), hedonic motivation (HM), habit (HB), price value (PV), perceived risk (PR), perceived security (PS), and trust (TR) are variables that negatively affect the variable behaviour intention (BI). All independent variables affect the dependent variable or behaviour intention (BI) with a total of 63.3% and the difference with a total of 36.7% is caused by other factors not examined by the researcher.