Adopsi Theory of Planned Behavior Untuk Pengembangan Model Pengaruh Budaya Terhadap Penggunaan E-Commerce


  • Danar Retno Sari
  • Teduh Dirgahayu




E-commerce transactions in Indonesia reached up to IDR 68 trillion in 2016. The use of e-commerce is influenced by culture which consists of five dimensions such as power distance, individualism, masculinity, uncertainty avoidance, and long-term orientation. This paper proposes a model to investigate influence of culture on the intentions and individual behavior using e-commerce. This model is developed by adopting the Theory of Planned Behavior (TPB). Culture dimensions are used as indicators of support in the model. The theory can be used to examine and predict factors that influence intentions and individual behavior using e-commerce. These factors can be used to create a new marketing strategy for business people. In an academic area, this model can be used as an alternative model to predict intentions and individual behavior using information technology, especially e-commerce.

Keywords: Culture dimensions, Theory of Planned Behavior, e-commerce.



Di Indonesia, transaksi e-commerce pada tahun 2016 mencapai 68 triliun rupiah. Penggunaan e-commerce ini tentu sangat dipengaruhi oleh budaya masyarakat. Budaya terdiri dari lima dimensi, yaitu power distance, individualism, masculinity, uncertainty avoidance, dan long-term orientation. Makalah ini bertujuan mengajukan model untuk mengetahui pengaruh budaya terhadap niat dan perilaku individu menggunakan e-commerce. Model yang dikembangkan mengadopsi dari Theory of Planned Behavior (TPB), karena TPB dapat digunakan untuk menguji dan melakukan prediksi terhadap perilaku individu dalam pengunaan e-commerce. Dimensi budaya digunakan sebagai indikator pada model TPB untuk mendukung pengujian dan prediksi niat dan perilaku individu dalam menggunakan e-commerce. Bagi para pelaku bisnis yang menggunakan e-commerce sebagai media penjualan, faktor-faktor yang berpengaruh pada model TPB ini dapat dijadikan target dalam membuat strategi pemasaran untuk meningkatkan penjualan sedagnkan dalam bidang akademik, makalah ini menyediakan model alternatif yang dapat digunakan untuk memprediksi dan menguji perilaku individu dalam penggunaan teknologi informasi khususnya e-commerce.

Kata Kunci: Dimensi budaya, Theory Planned Behavior, e-commerce.


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