Technology Acceptance Model for Digital Marketing Analysis

Emy Susanti, Femi Dwi Astuti

2019

Abstract

Business people in society consist of many components, one of which is a small industry or a home industry. This home industry really needs the support of many parties to be able to play a role in increasing the level of the economy and people's welfare. Home industries that are classified as small and medium-sized businesses in the Bantul Region of Yogyakarta can experience an increase of 8% for the average every year. The Technology Acceptance Model (TAM) is an acceptable model for predicting acceptance of a new technology. This model will illustrate that there are a number of factors that influence the user's decision to use digital marketing. The results obtained from this study are that the perception of the home industry community in Bantul on digital marketing that is PEU has a positive effect on ATU, PU has a positive effect on ATU, PEU has a positive effect on AU, PU has a positive effect on AU, ATU has a positive effect on AU. In general, it can be concluded that the perception of ease and usefulness of digital marketing will influence the belief in the use of digital marketing and will affect the attitude and actual use.

Paper Citation

in Harvard Style

Susanti E. and Astuti F. (2019). Technology Acceptance Model for Digital Marketing Analysis.In Proceedings of the International Conferences on Information System and Technology - Volume 1: CONRIST, ISBN 978-989-758-453-4, pages 85-91. DOI: 10.5220/0009433700850091

in Bibtex Style

@conference{conrist19,
author={Emy Susanti and Femi Dwi Astuti},
title={Technology Acceptance Model for Digital Marketing Analysis},
booktitle={Proceedings of the International Conferences on Information System and Technology - Volume 1: CONRIST,},
year={2019},
pages={85-91},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009433700850091},
isbn={978-989-758-453-4},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conferences on Information System and Technology - Volume 1: CONRIST,
TI - Technology Acceptance Model for Digital Marketing Analysis
SN - 978-989-758-453-4
AU - Susanti E.
AU - Astuti F.
PY - 2019
SP - 85
EP - 91
DO - 10.5220/0009433700850091