Technology Acceptance Model for Digital Marketing Analysis

Susanti, Emy and Astuti, Femi Dwi (2019) Technology Acceptance Model for Digital Marketing Analysis. Proceedings of the International Conferences on Information System and Technology (CONRIST). pp. 85-91. ISSN ISBN: 978-989-758-453-4

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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 8Technology 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. Keywords: Analysis, Digital Marketing, Home Industry, TAM, Bantul

Item Type: Article
Additional Information: Penulis: Emy Susanti and Femi Dwi Astuti
Uncontrolled Keywords: Analysis, Digital Marketing, Home Industry, TAM, Bantul
Subjects: A Karya Umum (General) > Ilmu Komputer (Computer Science) > Komputer Digital (Digital Komputer)
A Karya Umum (General) > Ilmu Komputer (Computer Science) > Sistem Informasi
Divisions: Prosiding (Proceedings)
Depositing User: Titis Pratiwi
Date Deposited: 02 Feb 2022 04:56
Last Modified: 02 Feb 2022 04:56
URI: http://eprints.utdi.ac.id/id/eprint/9521

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