Analisis Persepsi Kemanfaatan Dan Persepsi Kemudahan Penggunaan Terhadap Niat Menggunakan Shopee Yang Dimediasi Kepercayaan (Studi Pada Generasi Z Mahasiswa Universitas Muhammadiyah Malang)

This study aims to examine and analyze the effects of perceived usefulness and perceived ease of use on intention to use, with trust as a mediating variable. The population of this study consists of students of Universitas Muhammadiyah Malang aged 18–23 years who have not previously used the Shopee application. Data were analyzed using the Structural Equation Modeling (SEM) approach with the assistance of SmartPLS software. The results indicate that perceived usefulness and perceived ease of use have a positive and significant effect on intention to use. In addition, perceived ease of use has a positive and significant effect on perceived usefulness. Both perceived usefulness and perceived ease of use also have a positive and significant effect on trust, while trust has a positive and significant effect on intention to use. Furthermore, trust is proven to mediate the effects of perceived usefulness and perceived ease of use on intention to use. These findings highlight the important role of trust in strengthening the relationship between users’ perceptions of technology and their intention to adopt mobile-based e-commerce platforms among Generation Z.