Analysis of perceived usefulness and ease of use with subjective norm as mediator on purchase intention in online travel agency

Montana, Pablo (2024) Analysis of perceived usefulness and ease of use with subjective norm as mediator on purchase intention in online travel agency. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

From the past 4 years, BPS (Badan Pusat Statistik) projected a travel and tourism recovery from 2020 to 2022. As the sector entered a recovery stage, it can’t be denied that OTA (Online Travel Agent) played an important part in the recovery as they provide a product/service for customers to book a flight/hotel via online website/application. The purpose of this study is to analyze the influence of Perceived Usefulness and Ease of Use on Purchase Intention using Subjective Norm as intervening variable. The sample used in this study is OTA (Online Travel Agency) customers who have purchased the product/service at least once. Both snowball sampling and purposive sampling are being used to gather the data effectively. The primary data will be analyzed using SPSS 29.01 software. The results from the hypothesis test revealed that Perceived Usefulness has a positive influence towards Subjective Norm, Ease of use has no influence towards Subjective Norm, Perceived Usefulness has a no influence towards Purchase Intention, Ease of use has a positive influence towards Purchase Intention, and Subjective Norm has a positive influence towards Purchase Intention. Based on the results, OTA should maintain it’s good standings in public, user – friendly interface, and streamlined booking process in order to preserve the competitive advantage. / Selama 4 tahun terakhir, BPS (Badan Pusat Statistik) memperlihatkan pemulihan sektor pariwisata dari tahun 2020 hingga 2022. Seiring dengan masuknya sektor ini ke tahap pemulihan, tidak dapat disangkal bahwa agen perjalanan online (OTA) memiliki peran yang penting dalam pemulihan sektor sebab agen perjalanan menyediakan produk/pelayanan untuk pelanggan agar mereka dapat memesan penerbangan/hotel melalui situs website/online. Penelitian ini memiliki tujuan untuk menganalisa pengaruh dari persepsi kegunaan dan kemudahan pengunaan terhadap niat pembelian dengan norma subyektif sebagai variabel penengah. Sampel yang digunakan dalam penelitian ini merupakan pelanggan agen perjalanan online yang telah melakukan pembelian setidaknya sekali. Sistem pengambilan sampel yang digunakan adalah snowball sampling dan purposive sampling untuk mengumpulkan data secara efektif. Data primer akan dianalisa menggunakan program SPSS versi 29.01. Hasil dari uji hipotesis mengungkapkan bahwa Persepsi Kegunaan memiliki pengaruh positif terhadap Norma Subyektif, Kemudahan Penggunaan tidak memiliki terhadap Norma Subyektif, Persepsi Kegunaan tidak memiliki pengaruh Niat Pembelian, Kemudahan Penggunaan memiliki pengaruh positif terhadap Niat Pembelian, dan Norma Subyektif memiliki pengaruh positif terhadap Niat Pembelian. Berdasarkan hasil tersebut, OTA harus mempertahankan reputasinya yang baik di mata publik, ramah pengguna, dan proses pemesanan yang terstruktur untuk menjaga keunggulannya di pasar.

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