ANALISIS KEPUASAN PENGGUNA MEDIA SOSIAL DENGAN METODE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY (Studi Kasus: Tukukebaya.id)

Social media is now widely used by organizations and companies to support their business, this is because social media has many benefits and is affordable in terms of cost. Tukukebaya.id is a home-based business engaged in sales. Tukukebaya.id uses social media such as Instagram as a means of promotion and WhatsApp to carry out its business processes such as ordering products that can be done through the Whatsapp number listed in the Instagram biography that is available. However, as time goes by, the number of consumers always increases so that problems arise such as unreadable orders and errors in order recaps. This is because the incoming message system on WhatsApp is constantly updated, resulting in old messages being overwritten by new messages so that it results in unreadable consumer orders. Based on the existing problems, this study aims to analyze the factors that influence the level of satisfaction of social media users on Tukukebaya.id. The method used in this study is the Unified Theory of Acceptance and Use of Technology (UTAUT) method using 6 tested variables such as Performance Expetancy, Effort Expetancy, Social Influence, Facilitating Conditions, Behavior Intention, and Use Behavior variables. The test was carried out on Tukukebaya.id consumers, totaling 100 respondents. The results of this study indicate that there are 4 hypotheses that have a correlation, namely the 3rd hypothesis, 4th hypothesis, 6th hypothesis, and 7th hypothesis. Then after testing the validity and reliability of all the variables that have been tested are valid and reliable.