Analisis Penerimaan Shopee Affiliate dengan Pendekatan Tam dan Social Influence di Kabupaten Kebumen

This study aims to analyze the acceptance of Shopee Affiliate through an extended Technology
Acceptance Model (TAM) incorporating Social Influence among affiliators in Kebumen
Regency. The research model examines the effect of Perceived Ease of Use on Perceived
Usefulness, as well as the effects of Perceived Usefulness, Perceived Ease of Use, and Social
Influence on Attitude Toward Using. It further examines the effect of Attitude Toward Using
on Behavioral Intention to Use and the effect of Behavioral Intention to Use on Actual Use.
This study employs a quantitative method with purposive sampling. Data were obtained from
120 affiliators domiciled in Kebumen Regency, aged 17-45 years, who had actively used
Shopee Affiliate for at least three months. The analysis was conducted using Structural
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Equation Modeling-Partial Least Square (SEM-PLS) with the assistance of SmartPLS 4.0. The
results show that all hypotheses are accepted. Perceived Ease of Use has an effect on Perceived
Usefulness (β=0.689; p<0.001) and on Attitude Toward Using (β=0.352; p=0.001). Perceived
Usefulness has an effect on Attitude Toward Using (β=0.303; p<0.001), while Social Influence
also has an effect on Attitude Toward Using, although its effect is small (β=0.261; p=0.002).
Attitude Toward Using has a strong effect on Behavioral Intention to Use (β=0.646; p<0.001),
and Behavioral Intention to Use has an effect on Actual Use (β=0.754; p<0.001). These
findings indicate that ease of use serves as an important foundation for building acceptance,
while intention to use serves as the primary link toward the actual use of Shopee Affiliate.