Pengaruh model tam (technology acceptance model) terhadap actual usage melalui behavioral intention pada pengguna traveloka di Surabaya

Kumala, Cynthia Intan (2016) Pengaruh model tam (technology acceptance model) terhadap actual usage melalui behavioral intention pada pengguna traveloka di Surabaya. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Pembelian secara online hingga kini masih menjadi salah satu cara bagi masyarakat untuk mendapatkan barang maupun jasa secara mudah, praktis dan cepat. Salah satu pembelian tiket online adalah Traveloka, dimana perusahaan ini mengubah tata cara pandang tradisional dimana ketika masyarakat membutuhkan tiket pesawat harus menghubungi tour maupun maskapai penerbangan satu per satu. Dengan hadirnya Traveloka, maka mempermudah konsumen untuk membandingkan harga maupun jadwal karena Traveloka menampilkannya dalam satu halaman. Adapun tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari perceived usefulness, perceived ease of use, compatibility, social influence, personal innovativeness dan perceived credibility terhadap actual usage melalui behavioral intention. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh behavioral intention sehingga meningkatkan actual usage yang pada akhirnya akan meningkatkan pembelian actual dari perusahaan Traveloka. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 140 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, mengetahui Traveloka dan pernah melakukan pembelian di Traveloka dalam kurun 6 bulan terakhir Hasil penelitian menunjukkan bahwa perceived ease of use dengan koefisien regresi sebesar 0.380, perceived credibility dengan koefisien regresi sebesar 0.294, social influence dengan koefisien regresi 0.269, compatibility dengan koefisien regresi sebesar 0.224 dan perceived usefulness dengan koefisien regresi sebesar 0.179 secara positif dan signifikan mempengaruhi behavioral intention. Variabel personal innovativeness dengan koefisien regresi sebesar 0.110 berpengaruh positif tetapi tidak signifikan terhadap behavioral intention. Sedangkan behavioral intention dengan koefisien regresi 0.811 berpengaruh positif dan signifikan terhadap actual usage. Temuan tersebut mengindikasikan bahwa behavioral intention mempengaruhi actual usage sedangkan perceived ease of use merupakan pengaruh positif paling tinggi terhadap behavioral intention / Purchasing online is still to be one way for people to obtain goods and services in an easy , practical and fast. Traveloka is one of the company who sell flight ticket and hotel for online. This company is changing the way perspective from traditional view that people need ticket should contact the tour/travel and airlines one by one. With the Traveloka’s presence, it’s easier for consumer to compare the price and schedules because Traveloka display all of the information into one page. The purpose of this study was to determine the effect of perceived usefulness, perceived ease of use, compatibility, social influence, personal innovativeness and perceived credibility and the influence of behavioral intention against actual usage. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how large the influence of behavioral intention so as to increase actual usage that will eventually form the success of the company in the long run. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 140 respondents with the characteristics of male and female respondents aged 18-60 years, know about Traveloka and buy ticket from Traveloka at least 6 months and live in Surabaya. The results showed that perceived ease of use with regression coefficient of 0.380, with a regression coefficient of perceived credibility 0.294, social influence 0.269, compatibility 0.224 and perceived usefulness 0.179 positive and significantly affect behavioral intention. Personal innovativeness have regression coefficients of 0.110 positive and not significantly affect behavioral intention. While behavioral intention have a regression coefficient of 0.811 and a significant positive effect on actual usage. These findings indicate that the intentions affect the behavioral intention and actual usage while the variable perceived ease of use is the highest positive influence on behavioral intention

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