Pengaruh Perceived Usefulness, Perceived Ease of Use dan Perceived Compatibility Terhadap Intention to Use Live Streaming, Ditinjau Dari Perspektif Bisnis Syari’ah (Studi pada Pengguna Live Streaming di Kota Bandar Lampung)

Tiara, Puspita Sari (2024) Pengaruh Perceived Usefulness, Perceived Ease of Use dan Perceived Compatibility Terhadap Intention to Use Live Streaming, Ditinjau Dari Perspektif Bisnis Syari’ah (Studi pada Pengguna Live Streaming di Kota Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Live Streaming adalah sebuah fitur yang tersedia pada perangkat atau aplikasi yang dapat digunakan untuk melakukan siaran langsung (live). Dalam fitur ini para penonton (viewers) dapat melakukan interaksi langsung dengan para penyiar Live Streaming (orang yang sedang siaran langsung/streamer) hanya dengan melalui layar smartphone atau monitor. Kini penggunaan fitur Live Streaming makin populer karena dapat diakses dan dilakukan oleh semua orang tanpa adanya batasan usia maupun waktu tertentu. Sangking populernya, Live Streaming tidak hanya dimanfaatkan sebagai media hiburan tapi juga bisa sebagai media bisnis/usaha. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh Perceived Usefulness, Perceived Ease to Use dan Perceived Compatibility terhadap Intention to Use Live Streaming di Kota Bandar Lampung secara parsial maupun simultan serta bagaimana Live Streaming dalam perspektif Bisnis Syariah. Penelitian ini merupakan jenis penelitian kuantitatif dengan sifat asosiatif kuasal. Pengumpulan data menggunakan metode kuesioner yang telah diuji validitas dan reliabilitasnya. Populasi dalam penelitian ini adalah para pengguna fitur/aplikasi Live Streaming di Kota Bandar Lampung dengan sampel sebanyak 96 responden yang ditentukan dengan Rumus Lemeshow. Teknik pengambilan sampel pada penelitian ini menggunakan non-probability sampling karena tidak adanya data akurat mengenai jumlah pengguna fitur/aplikasi Live Streaming di Kota Bandar Lampung. Metode analisis data menggunakan analisis regresi linier berganda, kemudian pengolahan data dengan software IBM SPSS 25. Berdasarkan Uji Persial (T), Perceived Usefulness, Perceived Ease of Use dan Perceived Compatibility memiliki pengaruh yang positif dan signifikan terhadap Intention to Use, berdasarkan hasil dari uji simultan (F) Perceived Usefulness, Perceived Ease to Use dan Perceived Compatibility secara simultan berpengaruh terhadap Intention to Use. Berdasarkan perspektif Bisnis Syari‘ah, penggunaan Live Streaming diperbolehkan asal tidak mengandung konten negatif, mal Praktik, maupun riba. Kata kunci: Persepsi Kegunaan, Persepsi Kemudahan, Persepsi Kesesuaian, Minat menggunakan, Live Streaming . iv ABSTRAK Live Streaming is a features available on the device or application that can be used fordolive broadcast (live). In this feature the audience (viewers) can interact directly with broadcasters Live Streaming (people who are broadcasting live/streamer) only with through the screen smartphone or monitors. Now using features Live Streaming is increasingly popular because it can be accessed and carried out by everyone without any age or time limit. Because of its popularity, Live Streaming is not only used as an entertainment medium but can also be used as bussines medium. The purpose of this research is to find out how Perceived Effectiveness, Perceived Ease to Use and Perceived Compatibility influence Intention to Use Live Streaming in Bandar Lampung City partially or simultaneously as well as how Live Streaming is from a Sharia Business perspective. This research is a type of quantitative research with quasal associative characteristics. Data collection uses a questionnaire method that has been tested for validity and reliability. The population in this study were users of the Live Streaming feature/application in Bandar Lampung City with a sample of 96 respondents determined by the Lemeshow formula. The sampling technique in this study used non-probability sampling because there was no accurate data regarding the number of users of the Live Streaming feature/application in Bandar Lampung City. Methods of data analysis using multiple linear regression analysis, then data processing with IBM SPSS 25 software. Based on the Persian Test (T), Perceived Usefulness, Perceived Ease to Use and Perceived Compatibility has a positive and significant influence on Intention to Use, based on hresult of simultaneous test (F) Perceived Usefulness, Perceived Ease to Use and Perceived Compatibility simultaneously effect on Intention to Use. Based on the perspective of Sharia Business, the use of Live Streaming is permissible as long as it does not contain negative content, malpractice, gharar and usury. Keywords: Perceived Usefulness, Perceived Ease to Use, Perceived Compatibility, Intention to Use, Live Streaming

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