// <![CDATA[Analisis Faktor Pengadopsian Pembelajaran melalui Media Sosial dan Dampaknya terhadap Perceived Performance Impact:]]> 0405119001 - Sofia Umaroh, S.Pd., M.T Dosen Pembimbing 1 DAVITRA EKA SANUSI / 162021032 Penulis 0429088207 - Corry Caromawati, S.S., M.A. Dosen Pembimbing 2
Pertumbuhan pesat penggunaan media sosial di kalangan mahasiswa universitas telah menciptakan peluang baru untuk meningkatkan proses pembelajaran. Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi penggunaan media sosial dalam penyelesaian tugas kuliah dengan mengintegrasikan kerangka Technology Acceptance Model (TAM) dan Task–Technology Fit (TTF). Tahap awal pengumpulan data kuantitatif melalui kuesioner skala Likert kepada 70 mahasiswa dan dianalisis menggunakan PLS-SEM melalui SmartPLS 4. Selanjutnya, data kualitatif dari 68 responden dianalisis dengan thematic analysis untuk memperkuat interpretasi hasil kuantitatif. Hasil penelitian menunjukkan dari 11 hipotesis yang diajukan, 5 diterima dan 6 ditolak. Pada kerangka TAM, Perceived Enjoyment dan Attitude Towards Using terbukti berpengaruh signifikan terhadap Behavioral Intention to Use, serta Attitude berpengaruh terhadap Perceived Performance Impact. Sebaliknya, Perceived Ease of Use dan Behavioral Intention tidak berpengaruh signifikan. Pada kerangka TTF, Task–Technology Fit berpengaruh signifikan terhadap Attitude, namun tidak terhadap Behavioral Intention, sementara Task dan Social Characteristics juga tidak signifikan. Temuan ini menegaskan bahwa adopsi media sosial dalam pembelajaran lebih ditentukan oleh faktor afektif berupa sikap positif dan kesenangan daripada kesesuaian teknis semata. The rapid growth of social media usage among university students has created new opportunities for enhancing learning processes. This study aims to analyze the determinants of social media use for academic tasks by integrating the Technology Acceptance Model (TAM) and Task–Technology Fit (TTF) frameworks. Quantitative data were collected through a Likert-scale questionnaire from 70 university students and analyzed using PLS-SEM with SmartPLS 4. To complement the findings, qualitative data from 68 respondents were examined through thematic analysis. The results reveal that out of 11 proposed hypotheses, 5 were supported while 6 were rejected. Within the TAM framework, Perceived Enjoyment and Attitude Towards Using significantly influenced Behavioral Intention to Use, and Attitude had a significant impact on Perceived Performance Impact. However, Perceived Ease of Use and Behavioral Intention showed no significant effects. In the TTF framework, Task–Technology Fit significantly affected Attitude but not Behavioral Intention, while Task and Social Characteristics were also insignificant. These findings highlight that social media adoption in learning is shaped more by affective factors such as positive attitudes and enjoyment rather than by purely technical fit.