Factors Influencing Purchase Intention of Elancing Using UTAUT Model: A Case Study of Mahajasa

  • Hanifah Dwi Adiratna School of Business and Management, Bandung Institute of Technology, Indonesia
  • Amilia Wulansari School of Business and Management, Bandung Institute of Technology, Indonesia
Keywords: elancing, purchase intention, UTAUT, Indonesia


Technology advancements have given rise to a new labor market mechanism known as elancing, where people could purchase freelance services through online sites. Following the trend, Mahajasa as a freelance marketplace startup has to compete with other existing competitors in Indonesia. Established for a year, fluctuating revenue and unknown intention of buying is incurred. Mahajasa aims for SMEs and students across Indonesia. But some recent studies stated that SMEs in Indonesia are reluctant to accept new technology since most marketplaces are in the adoption stage. This study's main objective is Understanding the most influential factors of purchase intention in buying services from freelance marketplace or freelance social media using UTAUT model. The research concluded 386 respondents from Indonesia who had used elancing platforms aged 15-44 years old and analyzed using SmartPLS. The result showed performance expectancy, effort expectancy, social influence, and perceived trust has a positive impact on purchase intention. While perceived trust has a partial mediating role between performance expectancy, effort expectancy, and social influence to purchase intention.

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How to Cite
Adiratna, H. D. and Wulansari, A. (2021) “Factors Influencing Purchase Intention of Elancing Using UTAUT Model: A Case Study of Mahajasa”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(9), pp. 590 - 602. doi: https://doi.org/10.47405/mjssh.v6i9.1056.