Analisis Penggunaan E-commerce sebagai Alat Pembelajaran di Kampus Sumatera Barat: Pendekatan Technology Acceptance Model (TAM)

Meci Nilm Sari; Latifah Maryenissa; Rani Rahma Yulianti; Azira Aura Insani; Yola Zaldi; Ilan Apnidar Azhar Tanjung; Ritiscal Rusfardiansyah

Meci Nilm Sari Prodi Administrasi Bisnis Sekolah Tinggi Ilmu Administrasi (STIA ) Adabiah Padang, Indonesia
Latifah Maryenissa Prodi Administrasi Bisnis Sekolah Tinggi Ilmu Administrasi (STIA ) Adabiah Padang, Indonesia
Rani Rahma Yulianti Prodi Administrasi Bisnis Sekolah Tinggi Ilmu Administrasi (STIA ) Adabiah Padang, Indonesia
Azira Aura Insani Prodi Administrasi Bisnis Sekolah Tinggi Ilmu Administrasi (STIA ) Adabiah Padang, Indonesia
Yola Zaldi Prodi Administrasi Bisnis Sekolah Tinggi Ilmu Administrasi (STIA ) Adabiah Padang, Indonesia
Ilan Apnidar Azhar Tanjung Prodi Administrasi Bisnis Sekolah Tinggi Ilmu Administrasi (STIA ) Adabiah Padang, Indonesia
Ritiscal Rusfardiansyah Prodi Administrasi Bisnis Sekolah Tinggi Ilmu Administrasi (STIA ) Adabiah Padang, Indonesia

Keywords: E-commerce, Technology Acceptance Model (TAM), digital learning, students, West Sumatra universities.

Abstract

This study aims to analyze students' acceptance of using e-commerce as a learning tool at universities in West Sumatra, using the Technology Acceptance Model (TAM) approach. This model explains how factors such as perceived usefulness and perceived ease of use influence students' attitudes and intentions in utilizing e-commerce for academic activities. The research method employed is quantitative, with a survey distributed to 50 students from various study programs. The results show that both factors significantly influence students' attitudes towards using e-commerce, which is considered effective in supporting learning activities, such as purchasing digital books, registering for online training, and interacting with lecturers through online platforms. The study also indicates that factors in TAM, such as perceived usefulness and ease of use, positively affect students' attitudes and intentions to use e-commerce in the context of education. In conclusion, to increase the adoption of e-commerce as a learning tool, universities need to improve access ease, the relevance of learning benefits, and provide training for users.