The Influence of Technology Acceptance on E-Commerce Behavior of Sociolla Users is Mediated by Behavioral Intentions (UTAUT 2 Testing Study)

This research aims to determine technology acceptance of behavior using e-commerce for Social users which is mediated by behavioral intention by testing UTAUT 2 (Unified Theory of Acceptance and Use of Technology 2). This research method uses a quantitative survey approach. The population in this research is all the people of Samarinda City who use Sociolla e-commerce. The sample was taken as many as 299 respondents. The data collection method used in this research is a questionnaire. The sample collection technique used was convenience sampling using Google Form for distributing questionnaires. The analysis technique uses Structural Equation Modeling-Partial Least Squares (SEM-PLS) analysis with WarpPLS 7.0 software. The research results show that performance expectancy, effort expectancy, and social influence have no effect on behavioral intention in using Sociolla e-commerce. Facilitating conditions, hedonic motivation, price value, and habit have a positive and significant effect on behavioral intention in using Sociolla e-commerce. Facilitating conditions, habits, and behavioral intentions have a positive influence on use behavior in using social e-commerce in the city of Samarinda. Sociolla e-commerce users tend to behave automatically because they are used to it. The more frequently users use Sociolla e-commerce, the more spontaneously they will use it when making transactions or shopping online for beauty products.