Analisis pengaruh technology acceptance model (tam) terhadap actual usage melalui perceived value dan behavioral intention pada pengguna traveloka di Surabaya

Handoyo, Rae Leandra (2017) Analisis pengaruh technology acceptance model (tam) terhadap actual usage melalui perceived value dan behavioral intention pada pengguna traveloka di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Perkembangan teknologi yang begitu pesat menjadi sebuah peluang bagi perusahaan untuk mengembangkan bisnisnya. Salah satu inovasi teknologi yang paling bermanfaat adalah internet. Dengan adanya internet, perusahaan dapat menjual produk atau jasanya secara online yang disebut dengan layanan e-commerce. Traveloka adalah salah satu perusahaan yang bergerak di bidang tersebut. Kehadiran Traveloka memudahkan konsumen dalam membandingkan harga tiket pesawat dan hotel. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Perceived Usefulness, Perceived Ease of Use, Compatibility, Emotional Value, Price Value, dan Functional Value 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 aktual 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 205 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 0.544 secara positif dan signifikan mempengaruhi Perceived Usefulness; Perceived Usefulness dengan koefisien regresi sebesar 0.413, Perceived Ease of Use dengan koefisien regresi sebesar 0.418, dan Compatibility dengan koefisien regresi sebesar 0.273 secara positif dan signifikan mempengaruhi Emotional Value; Perceived Usefulness dengan koefisien regresi sebesar 0.311, Perceived Ease of Use dengan koefisien regresi sebesar 0.318, dan Compatibility dengan koefisien regresi sebesar 0.173 secara positif dan signifikan mempengaruhi Price Value; Perceived Usefulness dengan koefisien regresi sebesar 0.498, Perceived Ease of Use dengan koefisien regresi sebesar 0.303, dan Compatibility dengan koefisien regresi sebesar 0.164 secara positif dan signifikan mempengaruhi Functional Value; Emotional Value dengan koefisien regresi sebesar 0.242, Price Value dengan koefisien regresi sebesar 0.187, dan Functional Value dengan koefisien regresi sebesar 0.523 secara positif dan signifikan mempengaruhi Behavioral Intention, dan Behavioral Intention dengan koefisien regresi sebesar 0.485 secara positif dan signifikan mempengaruhi Actual Usage / Rapid technological development become an opportunity for companies to grow their business. One of the most useful technological innovations is the internet. With internet, a company can sell their products or services online called e-commerce services. Traveloka is one of the company which engaged in the field. The presence of Traveloka facilitate consumers in comparing the price of airline tickets and hotels. The purpose of this study was to determine the effect of Perceived Usefulness, Perceived Ease of Use, Compatibility, Emotional Value, Price Value, and Functional Value 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 205 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 positive and significantly affect Perceived Usefulness; Perceived Usefulness with regression coefficient of 0.413, Perceived Ease of Use with regression coefficient of 0.418, and Compatibility with regression coefficient of 0.273 positive and significantly affect Emotional Value; Perceived Usefulness with regression coefficient of 0.311, Perceived Ease of Use with regression coefficient of 0.318, and Compatibility with regression coefficient of 0.173 positive and significantly affect Price Value; Perceived Usefulness with regression coefficient of 0.498, Perceived Ease of Use with regression coefficient of 0.303, and Compatibility with regression coefficient of 0.164 positive and significantly affect Functional Value; Emotional Value with regression coefficient of 0.242, Price Value with regression coefficient of 0.187, dan Functional Value with regression coefficient of 0.523 positive and significantly affect Behavioral Intention, and Behavioral Intention with regression coefficient of 0.485 positive and significantly affect Actual Usage

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