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Submitted
October 30, 2024
Accepted
December 5, 2024
Published
December 9, 2024
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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi niat (intention to use) UMKM di kota Samarinda dalam menggunakan aplikasi WhatsApp Business sebagai alat komunikasi dan pemasaran. Menggunakan metode kuantitatif, penelitian ini melibatkan 105 responden yang terdiri dari pelaku UMKM yang aktif menggunakan WhatsApp Business. Variabel yang diteliti meliputi perceived ease of use, perceived usefulness, social influence, attitude dan intention to use. Data dikumpulkan melalui survei yang disebarkan kepada responden dan dianalisis menggunakan uji asumsi statistik serta analisis regresi untuk menentukan hubungan antar variabel. Hasil penelitian menunjukkan bahwa perceived ease of use, social influence, dan attitude memiliki pengaruh signifikan terhadap niat penggunaan WhatsApp Business, sedangkan perceived usefulness tidak berpengaruh signifikan. Temuan ini menyoroti bahwa kemudahan penggunaan dan dukungan sosial dari lingkungan sekitar lebih berperan dalam membentuk niat pelaku UMKM untuk mengadopsi WhatsApp Business, dibandingkan dengan pemahaman mereka tentang manfaat aplikasi tersebut. Penelitian ini diharapkan dapat memberikan wawasan yang berguna bagi pemangku kepentingan dalam mengembangkan strategi yang efektif untuk mendorong penggunaan teknologi digital di kalangan UMKM di Samarinda

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