ANALISIS KESUKSESAN APLIKASI WHATSAPP BUSINESS TERHADAP PELAKU USAHA UMKM DENGAN MENGGUNAKAN PENDEKATAN HUMAN ORGANIZATION TECHNOLOGY FIT (HOT FIT) MODEL  (Studi Kasus : UMKM di Kabupaten Purwakarta)

Melinda Maulidan; Mutiara Andayani Komara; Imay Kurniawan

doi:10.51401/jinteks.v5i3.3305

Authors

Melinda Maulidan STT Wastukancana Purwakarta
Mutiara Andayani Komara STT Wastukancana Purwakarta
Imay Kurniawan STT Wastukancana Purwakarta

DOI:

https://doi.org/10.51401/jinteks.v5i3.3305

Keywords:

whatsapp business, hot fit model, spss, sem, amos

Abstract

Business development today is so rapid, business actors in conducting business transactions have utilized information technology. WhatsApp business is a chat application specially designed for entrepreneurs, a group of entrepreneurs who are turning to modern marketing strategies in MSMEs. MSMEs are individual productive efforts. In this study, to measure the success of the WhatsApp business application in Purwakarta regency using the human organization technology fit model, the aim is to measure the success rate of technology based on user behavior. There are three variables involved, namely people (human), organization (organization), and technology (technology), which affect user satisfaction (user satisfaction). This type of research is quantitative research, the result of data management with SPSS, SEM using AMOS 24 tools. The results of this study show that human variables have a significant influence on user satisfaction, organizational variables have a significant influence on user satisfaction, and technology variables do not have a significant influence on user satisfaction. So it can be concluded that the WhatsApp business application has not been said to be a complete success. This is because of the 3 hypotheses analyzed, only 2 hypotheses were accepted

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