UTAUT Model Explains Shopee Fashion Purchase Intention in Semarang
A 2026 study published in the International Journal of Asian Business and Management reveals that the UTAUT model strongly explains consumers’ intention to purchase fashion products on Shopee in Semarang City. The research was conducted by Mega Safitri Diyah Ayu and Eko Nur Hermansyah from Ngudi Waluyo University. The findings show that performance expectancy, effort expectancy, social influence, and facilitating conditions significantly shape consumers’ intention to use Shopee. The results matter because Indonesia’s digital economy continues to grow rapidly, with online marketplaces becoming primary shopping platforms.
The study confirms that Shopee remains one of Indonesia’s dominant e-commerce platforms, particularly in the fashion sector. With increasing internet penetration and smartphone use, consumer behavior has shifted from conventional shopping to digital transactions. Understanding what drives purchase intention is essential for marketplace operators, fashion sellers, and policymakers.
Digital Transformation and Online Fashion Shopping
Indonesia’s digital transformation has accelerated in recent years. Online marketplaces now function as the main channel for buying and selling goods. Fashion products dominate e-commerce categories due to their connection with lifestyle trends and fast-changing consumer preferences.
However, online fashion shopping carries risks. Consumers cannot physically inspect items, which raises concerns about product size, quality differences, and authenticity. These uncertainties influence purchase intention and post-purchase satisfaction.
In Semarang City, online shopping activity has increased significantly. Local authorities also encourage MSME digitalization through marketplace platforms. Yet concerns about transaction security and product reliability remain relevant.
Research Method and Data Collection
Mega Safitri Diyah Ayu and Eko Nur Hermansyah applied a quantitative research design. Data were collected between November and December 2025 from 150 Shopee users in Semarang who had purchased fashion products within the last six months.
The study used a structured questionnaire with a Likert scale to measure four UTAUT variables:
- Performance Expectancy
- Effort Expectancy
- Social Influence
- Facilitating Conditions
Multiple linear regression analysis was conducted using statistical software. Validity, reliability, normality, heteroscedasticity, and multicollinearity tests confirmed that the data met statistical assumptions.
Key Findings: All UTAUT Variables Matter
The results show that all four UTAUT constructs positively and significantly influence purchase intention.
1. Performance Expectancy
Consumers who believe Shopee improves their shopping efficiency show higher purchase intention.
- Regression coefficient: 0.230
- t-value: 7.969
- Significance: p < 0.001
This indicates that perceived usefulness strongly drives fashion purchase decisions.
2. Effort Expectancy
Ease of use significantly increases intention to buy.
- Regression coefficient: 0.332
- t-value: 7.012
- Significance: p < 0.001
Shopee’s user-friendly interface and simple transaction process encourage repeated usage.
3. Social Influence
Recommendations, reviews, and peer opinions significantly affect purchase intention.
- Regression coefficient: 0.171
- t-value: 6.295
- Significance: p < 0.001
Consumers are more confident when influenced by friends, family, or online testimonials.
4. Facilitating Conditions
Platform infrastructure and technical support also play a significant role.
- Regression coefficient: 0.179
- t-value: 6.352
- Significance: p < 0.001
Stable internet access, secure payment systems, and responsive customer service increase consumer trust.
Simultaneously, all variables significantly influence purchase intention:
- F-value: 50.190
- Significance: p < 0.001
The model explains 58.1 percent of the variation in purchase intention (R² = 0.581), indicating strong explanatory power.
What These Findings Mean
Mega Safitri Diyah Ayu from Ngudi Waluyo University explains that perceived usefulness and ease of use remain central drivers in digital purchasing decisions. She notes that when consumers see clear benefits and minimal effort in using Shopee, their intention to buy fashion products increases significantly.
Eko Nur Hermansyah adds that social influence and strong platform infrastructure reinforce consumer confidence. Ratings, reviews, promotions, and influencer endorsements reduce uncertainty in online shopping.
The findings align with the Unified Theory of Acceptance and Use of Technology (UTAUT), developed by Venkatesh and colleagues, which identifies performance expectancy, effort expectancy, social influence, and facilitating conditions as core determinants of technology adoption.
Implications for Businesses and Policymakers
For fashion entrepreneurs:
- Improve product descriptions and quality transparency
- Use customer testimonials to strengthen social influence
- Maintain competitive pricing and promotional strategies
For Shopee and other marketplaces:
- Enhance user-friendly features
- Simplify checkout and payment processes
- Strengthen platform security and technical reliability
For local governments:
- Expand digital infrastructure
- Provide digital literacy training
- Support MSME integration into marketplace ecosystems
The research highlights that consumer purchase intention in digital marketplaces depends on both psychological perception and technological support.
Author Profiles
Eko Nur Hermansyah, Ngudi Waluyo University
Source
“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.”
International Journal of Asian Business and Management (IJABM), Vol. 2, No. 1, 55–66.
DOI: https://doi.org/10.55927/ijabm.v5i1.5
Official URL : https://journalijabm.my.id/index.php/ijabm/index
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