Rimadias, Santi and Listya, Nindita TECHNOLOGY ACCEPTANCE MODEL (TAM) SEBAGAI PEMBENTUK BEHAVIORAL INTENTION TO USE PADA PENGGUNAAN APLIKASI GOJEK. Proceeding Forum Manajemen Indonesia Ke - 8. ISSN 978-602-8824-89-7
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Abstract
Currently the technology is developing rapidly, the communication device is essential for people and industry. Changing transportation industry by utilizing technology based transport services in the application, enables the customer to transact. The main focus of this study is to analyze Technology Acceptance Model (TAM) as forming of the behavioral intention to use on Gojek Application. On detail, TAM tried to explain the influence of the subjective norm, perceived ease of use, and perceived usefulness on attitude towards the use of Gojek application, also the direct effect of attitudes toward using to behavioral intention to use Gojek application. This research is classified as descriptive analysis method to take samples and questionnaires as the main tool. The sample was user of application Gojek 119 person especially those who have used the application Gojek and domiciled in Jabodetabek. Respondents were selected using non probability sampling techniques and purposive sampling. The results of the analysis using Structural Equation Model (SEM) and the results will be summarized as follows: 1. The influence of subjective norms has positive effect on the attitude toward using. 2. Perceived ease of use has positive effect on the attitude toward using. 3. Perceived usefulness has no influence on the attitude toward using. 4. Perceived Ease of use has positive effect on perceived usefulness. 5. Perceived usefulness has positive effect on behavioral intentions. 6. The attitude toward using has positive effect on behavioral intention to use. Keywords: Subjective Norms, Perceived Ease of Use, Perceived Usefulness, Attitude Toward Using, Behavioral Intention to Use.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Prodi S1 Manajemen |
| Depositing User: | Mrs. Santi Rimadias |
| Date Deposited: | 25 Mar 2021 13:49 |
| Last Modified: | 25 Mar 2021 13:49 |
| URI: | http://repository.ibs.ac.id/id/eprint/2220 |
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