ANALISIS PERSEPSI PENGGUNA APLIKASI TRING

MENGGUNAKAN TECHNOLOGY ACCEPTANCE MODEL

(TAM)

Analysis of Tring Application User Perceptions Using the Technology Acceptance Model (TAM)

Perkembangan teknologi digital telah mendorong masyarakat memanfaatkan layanan investasi emas

berbasis aplikasi, salah satunya melalui aplikasi Tring Pegadaian. Meskipun menawarkan berbagai

kemudahan dalam berinvestasi, tingkat penerimaan pengguna terhadap aplikasi ini perlu dianalisis

untuk mengetahui faktor-faktor yang memengaruhi penggunaannya. Penelitian ini bertujuan

menganalisis penerimaan pengguna aplikasi Tring Pegadaian menggunakan Technology Acceptance

Model (TAM). Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation

Modeling-Partial Least Squares (SEM-PLS) yang diolah menggunakan perangkat lunak SmartPLS 4.

Data diperoleh melalui penyebaran kuesioner kepada 146 responden pengguna aplikasi Tring

Pegadaian. Hasil penelitian menunjukkan bahwa Perceived Ease of Use berpengaruh positif dan

signifikan terhadap Perceived Usefulness, Perceived Usefulness berpengaruh positif dan signifikan

terhadap Behavioral Intention to Use, Perceived Ease of Use juga berpengaruh positif dan signifikan

terhadap Behavioral Intention to Use, serta Behavioral Intention to Use berpengaruh positif dan

signifikan terhadap Actual System Use. Hasil penelitian menunjukkan bahwa kemudahan penggunaan

dan manfaat yang dirasakan menjadi faktor penting dalam meningkatkan niat penggunaan sehingga

mendorong penggunaan aktual aplikasi Tring Pegadaian

The rapid development of digital technology has encouraged the public to utilize digital gold

investment services, one of which is the Tring Pegadaian application. Although the application offers

various features that facilitate investment activities, user acceptance needs to be evaluated to identify

the factors influencing its use. This study aims to analyze user acceptance of the Tring Pegadaian

application using the Technology Acceptance Model (TAM). A quantitative approach was employed

using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4

software. Data were collected through questionnaires distributed to 146 users of the Tring Pegadaian

application. The results indicate that Perceived Ease of Use has a positive and significant effect on

Perceived Usefulness, Perceived Usefulness positively and significantly affects Behavioral Intention

to Use, Perceived Ease of Use also positively and significantly affects Behavioral Intention to Use,

and Behavioral Intention to Use positively and significantly affects Actual System Use. These findings

indicate that perceived ease of use and perceived usefulness play important roles in increasing users

intention, which subsequently encourages the actual use of the Tring Pegadaian application.