The Effect of the UTAUT (Unified Theory of Acceptance and Use of Technology) Model on the Intention to Use of the Shopee Marketplace in Semarang City

This study aims to analyze the influence of the UTAUT (Unified Theory of Acceptance and Use of Technology) model on the intention to use the Shopee marketplace in Semarang City. The UTAUT model explains that the acceptance and use of technology are influenced by several main constructs, namely performance expectancy, effort expectancy, social influence, and facilitating conditions. This study uses a quantitative approach with a survey method by distributing questionnaires to Shopee users in Semarang City. The sampling technique uses purposive sampling with 150 respondents. The data were analyzed using multiple linear regression analysis with the help of statistical applications. The results show that, partially, performance expectancy, effort expectancy, and social influence have a positive and significant effect on the intention to use Shopee, while facilitating conditions have a positive but insignificant effect. Simultaneously, all variables in the UTAUT model have a significant effect on the intention to use the Shopee marketplace in Semarang City. This study is expected to contribute to the development of digital marketing strategies and the improvement of marketplace services to increase the interest in using technology among the public