Analysis of User Satisfaction with The Implementation of The Shopee Application Using the TAM Method

The high interest of the public in the e-commerce platform Shopee must be supported by a high-quality application. Efforts to maintain a good application quality should always be a priority for Shopee's management. Therefore, evaluation and improvement are crucial to maintaining and enhancing the quality of their application services. The quality of service is a key factor in determining customer satisfaction levels. The aim of this study is to analyze the factors influencing user satisfaction with the Shopee application among students at Universitas Trunojoyo Madura, using the Technology Acceptance Model (TAM). This research will evaluate users' attitudes towards their satisfaction with using the Shopee application as a shopping platform. Overall, the majority of respondents showed a positive perception of the Shopee application. They tended to agree with the Perceived Usefulness (PU) variable at 71.80%, Attitude Toward Use (ATU) at 72.00%, Perceived Ease of Use (PEOU) at 71.33%, and Behavioral Intention to Use (BITU) at 70.56%. Specifically, respondents also considered the application to meet their needs with a good level of satisfaction, with the Usability (US) perception reaching 68.50%.