LINKING PERCEIVED USEFULNESS TO PURCHASE INTENTION AMONG “KOMUNITAS MURAH-MURAH” MEMBERS ON X

Abstract

This study looks at how the perceived usefulness influences the decision to buy among members of the Murah-Murah Community on the X platform. Based on the Technology Acceptance Model (TAM), the study introduces the concept of social perceived usefulness, which captures the advantages individuals gain from shared information, confirmation from peers, and clear pricing details within digital communities. Data were gathered from 109 active members, who were selected using purposive sampling, and a quantitative approach involving simple linear regression was employed to analyze the information. The majority of the respondents were young adults, aged between 18 and 26 years, and the majority were female, making up 56.9% of the group. The findings indicate that perceived usefulness has a strong positive influence on purchase intention, with a correlation coefficient of 0.882 and a coefficient of determination of 0.778, which is statistically significant (p < 0.001). This suggests that 77.8% of the variation in purchase intention can be explained by perceived usefulness. These results show that TAM can be effectively applied in community-based digital commerce and emphasize how social interaction plays a key role in increasing consumer intent. In practice, MSMEs should improve the perceived value by ensuring clear pricing, providing correct information, and showing true involvement.