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

Abstract

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.