PENGARUH TECHNOLOGY ACCEPTANCE MODEL (TAM) TERHADAP CORPORATE CREDIBILTY DAN BEHAVIORAL INTENTION PADA APLIKASI STREAMING MUSIK SPOTIFY (Studi kasus pada pengguna Spotify di Semarang)

Abstract

The movement to enjoy music in general has become simpler. This is aired using several
technology applications that work as music players. The emergence of several companies
engaged in audio streaming services which show that consumers are starting to move on new
methods of enjoying music, meaning consumers respond to technological innovation. Spotify
AB is a company that provides audio streaming service applications for gadget users.
This study aims to determine the extent to which society as consumers accept new
forms of enjoying music. This study uses the Technology Acceptance Models (TAM) approach,
which has been used for several studies. The tests used are Validity Test, Test, Reliability,
Normality Test, Multicolonierity Test, Heterocedasticity Test, Multiple Linear Regression Test,
Determination Coefficient, and t Test. Based on the Determination Coefficient test can be seen
the value of adjusted R square (R2) that is equal to 0.519 variables that are considered use,
perceived ease of use, trust, innovation, and functionality by explaining the behavior prediction
(Y) of 51.9%, while the rest is 48, 1 % of environmental variables that were not addressed in
this study. Based on the Determination Coefficient Test, we can determine the adjusted R
square value (R2), which is equal to 0.464 variables that are considered usefulness, Perception
of Ease of Use, Trust, Innovation, and Functionality by explaining Behavioral Prediction (Y)
of 46.4%, while the remaining is 53, 6% of environmental variables that were not addressed
in this study.
In accordance with the results of the processed statistics that have been tested, the
variables used in the TAM have influenced the variables of Behavior and Behavioral Variables
of Corporate Credibility positively and significantly.
Keywords: Technology Acceptance Models (TAM), Behavioral Intentions, Corporate
Credibility.