THE INFLUENCE OF THE TECHNOLOGY ACCEPTANCE MODEL USING SOCIAL MEDIA IN INDONESIAN FILM CONSUMER ENGAGEMENT

Basuki, Ribut and Siagian, Hotlan and Tarigan, Zeplin Jiwa Husada (2021) THE INFLUENCE OF THE TECHNOLOGY ACCEPTANCE MODEL USING SOCIAL MEDIA IN INDONESIAN FILM CONSUMER ENGAGEMENT. In: The 2nd International Conference on Social Sciences and Humanities (ICSH) , 30-07-2021 - 30-07-2021, Surabaya - Indonesia.

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Abstract

The number of internet users who can access and upload products quickly and pleasantly with Facebook, Twitter, Instagram, YouTube, Line, WhatsApp, and others are increasing today. The increase in the use of social media in accessing films by the public correlates with consumer engagement with economic growth on social media. This study focused on the influence of Technological Acceptance Model (TAM) using social media in Indonesia film consumer engagements. Questionnaires were distributed to 512 social media user respondents by accessing films. Data processing used PLS (Partial Least Square) with a valid and reliable model test, and the resulting perceived ease of use impacted the perceived usefulness of the film. Perceived ease of use of social media can influence Perceived usefulness and behavioral intention. Perceived usefulness has an impact on Behavioral intention. The ease of use of social media can influence the consumer engagement of films. Perceived usefulness affects the consumer engagement of Indonesian films. Behavioral intention to use social media has an impact on consumer engagement. This research contributes in theory to the implementation of TAM in film in social media

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