PENGARUH KEPERCAYAAN TERHADAP INTENSI MENGGUNAKAN E-CAMPAIGN

Moh. Idris

Abstract


Kampanye adalah kegiatan paling penting dalam pemilu untuk menyampaikan visi dan misi para kandidat dan partai serta mengajak para pemilih untuk memilih mereka nantinya. Penetrasi Internet dalam dunia politik mengubah bentuk kampanye sehingga memunculkan istilah e-campaign. Interaksi dan keterlibatan pemilih dalam e-campaign merupakan praktik penting yang tidak boleh diabaikan. Salah satu cara untuk menarik minat para pemilih agar mau menggunakan e-campaign adalah dengan cara menumbuhkan kepercayaan (trust) pemilih terhadap e-campaign yang telah dibuat. Tujuan penelitian ini adalah: a) mengembangkan sebuah model penelitian untuk mengidentifikasi anteseden kepercayaan dan pengaruhnya terhadap intensi untuk menggunakan e-campaign, dan b) menguji model yang diajukan menggunakan SEM (Structural Equation Modeling) dengan data yang diperoleh melalui survei secara langsung. Hasil penelitian ini menunjukkan bahwa kepercayaan memiliki pengaruh postif terhadap intensi pengguna ecampaign. Kualitas informasi, persepsian kemudahan penggunaan dan kecenderungan untuk percaya memiliki pengaruh positif terhadap kepercayaan. Variabel kualitas informasi adalah yang paling kuat diantara ketiga anteseden kepercayaan tersebut, akan tetapi tidak memiliki pengaruh terhadap meningkatnya intensi seseorang untuk menggunakan e-campaign.  


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