Analisis pengaruh perceived usefulness, perceived ease of use, personal innovativeness, social influence, perceived credibility, dan compatibility terhadap actual usage melalui behavioral intention pada pengguna gojek di Surabaya

Melkis, Edvina (2016) Analisis pengaruh perceived usefulness, perceived ease of use, personal innovativeness, social influence, perceived credibility, dan compatibility terhadap actual usage melalui behavioral intention pada pengguna gojek di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Penggunaan internet hingga kini masih menjadi salah satu cara bagi masyarakat untuk mendapatkan barang maupun jasa secara mudah, praktis dan cepat. Salah satu aplikasi internet yang menawarkan jasa secara online adalah GOJEK, dimana perusahaan ini mengubah tata cara pandang tradisional dimana ketika masyarakat membutuhkan salah satu sarana transportasi darat (Ojek) pengguna tidak perlu menghabiskan waktu dan tenaga untuk memesannya. Dengan hadirnya GOJEK, maka mempermudah konsumen untuk memesan Ojek dengan cara online dan membantu konsumen agar mempermudah segala aktivitasnya. Adapun tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari perceived usefulness, perceived ease of use, , personal innovativeness social influence ,perceived credibility dan compatibility 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 penggunaan actual dari GOJEK. 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 GOJEK dan pernah menggunakan GOJEK dalam kurun 6 bulan terakhir serta pendapatan responden setiap bulan dan alasan responden menggunakan GOJEK Hasil penelitian menunjukkan bahwa variabel Actual Usage GOJEK di Surabaya dipengaruhi oleh variabel Behavioral Intention dengan koefisien regresi sebesar 0.793 . Dalam peneltian ini variabel yang mempengaruhi Behavioral Intention terbesar adalah variabel Compatibility diikuti variabel Social Influence. Adapun beberapa variabel yang belum memberikan pengaruh secara signifikan terhadap Behavioral Intention pengguna GOJEK di Surabaya yaitu pengaruh Perceived Usefulness, Perceived Ease of Use, Personal Innovativenes, dan Perceived Credibility / Use of the internet is still a one way for a people to obtain goods and services in an easy, practical, and fast. One application of the internet that offer services online is GOJEK, where the company is changing the way in which the traditional view when people need a meens of land transport (motorcycle taxi) users do not need to spend time and effort to order it. With the presence of GOJEK, it is easier for consumers to book online Ojek manner and help consumers to facilitate their activities The purpose of this study was to determine the effect of perceived usefulness, perceived ease of use, personal innovativenes, social influence, perceived credibility, and compatibility of the actual usage through behavioral intention. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how much influence the behavioral intention thereby increasing actual usage, which in turn will increase the actual use of GOJEK This study is causal, the methode used is quantitative method with data processing using AMOS. The data collection is done by distributing questionnaires to 140 respondents to the cheracteristics of male and female respondents aged 18-60 years, knowing GOJEK and use GOJEK in the last 6 months as well as revenue GOJEK users everymonth and the reasons respondents use GOJEK The result showed that the variable actual usage GOJEK in Surabaya is influenced by variable behvaviral intention with a regression coeficient 0.793. in this research, the biggest variables influence behavioral intention is compatibility and following social influence. As for some of the variavles that do not provide significant influence on behavioral intention GOJEK users in Surabaya is of perceived usefulness, perceived ease of use, personal innovativenes, and perceived credibility

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