EVALUASI APLIKASI TIKTOK MENGGUNAKAN MODEL TAM (TECHNOLOGY ACCEPTANCE MODEL) )

Summary

This video analyzes the TikTok app using the TAM (Technology Acceptance Model) to understand user behavior and satisfaction. It explores how factors like perceived ease of use, usefulness, and user satisfaction influence attitudes and adoption. The research reveals that content quality, ease of use, and engaging features are crucial for user retention. The study emphasizes the need for continuous improvement in TikTok's features and content to enhance the user experience and increase actual usage, leading to higher app adoption and positive user behavior.

Takeaways

• 😀 The research focuses on evaluating the application of the TAM (Technology Acceptance Model) using a case study of TikTok, specifically targeting users' perceptions and usage behavior.
• 😀 The population for the study consists of all students enrolled in the Applied Statistics course, while the sample comprises 35 students chosen to represent the diversity within the population.
• 😀 The study uses an ordinal scale in the questionnaire, with four categories to measure user attitudes and preferences: strongly disagree, disagree, agree, and strongly agree.
• 😀 Three types of variables are involved in the study: independent (user attitude), dependent (user behavior), and moderator (perceived ease of use and usefulness).
• 😀 Hypotheses in the study suggest that positive user attitudes, perceived ease of use, and perceived usefulness influence active usage and adoption of technology.
• 😀 The data analysis involves two key stages: model measurement and structural testing, with a focus on convergent and discriminant validity, as well as reliability analysis.
• 😀 Convergent validity is assessed by checking factor loadings, with one indicator found invalid due to a low factor value (below 0.7). Discriminant validity shows good performance as all variables demonstrated distinct relationships with others.
• 😀 The R-squared values show varying levels of explanatory power for different variables, with 'attitude' explaining 83% of variation in 'actual usage,' while 'behavioral intensity' accounts for 53%.
• 😀 Several hypotheses were tested, revealing that user satisfaction and perceived usefulness play significant roles in users' intent to adopt and continue using TikTok, but not all relationships were significant.
• 😀 The study concludes that while user perceptions of ease of use and satisfaction significantly affect their attitude and intention to continue using the app, other factors like content quality and app features are also crucial for increasing actual usage and user retention.

Q & A

What model was used to evaluate the TikTok app in the study?

The study used a model similar to the Technology Acceptance Model (TAM) to evaluate the TikTok app.

What are the key factors influencing user acceptance of TikTok according to the study?

The key factors influencing user acceptance of TikTok are perceived ease of use, perceived usefulness, satisfaction, attitude, and behavioral intensity.

What method was used to analyze the data in the study?

The study analyzed data using an ordinal scale with 4 categories: very disagree, disagree, agree, and very agree. It also utilized structural equation modeling to test various hypotheses.

How many students participated in the study, and what were they asked about?

35 students participated in the study. They were asked about their perceptions and behaviors related to TikTok, including aspects like the app's usefulness, ease of use, and their level of satisfaction.

What did the research find about the relationship between attitude and actual use of TikTok?

The research found that attitude towards using TikTok did not significantly influence actual use or intention to use the app. Other factors, like content quality and app features, were more important.

What factor was found to have the most significant impact on user engagement with TikTok?

The perceived usefulness of the TikTok app was found to have the most significant impact on user engagement and active usage of the app.

Did perceived ease of use affect users' attitudes and behaviors towards TikTok?

No, while users felt that TikTok was easy to use, perceived ease of use did not significantly affect their attitudes towards the app or their usage behaviors.

How did user satisfaction impact TikTok usage according to the study?

User satisfaction significantly affected users' intention to continue using TikTok. Satisfied users were more likely to adopt and continue using the app.

What role did content quality and app features play in the study's findings?

Content quality and app features were critical in ensuring continued user engagement and satisfaction. These factors were found to be more influential than ease of use or attitude towards using the app.

What recommendation does the study make for TikTok to improve user retention?

The study recommends that TikTok should focus on improving content quality, adding engaging features, and providing a responsive user experience to enhance user satisfaction and retention.