ANALISIS PENGARUH TECHNOLOGY ACCEPTANCE MODEL (TAM) TERHADAP ACTUAL USAGE MELALUI PERCEIVED VALUE DAN BEHAVIORAL INTENTION PADA PENGGUNA TRAVELOKA DI SURABAYA

Abstract

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