PENGARUH PERCEIVED EASE OF USE DAN PERCEIVED USEFULNESS TERHADAP SWITCHING INTENTION : Survei pada Pengguna Traveloka

Gusti Ketut Oka Saputra, - (2024) PENGARUH PERCEIVED EASE OF USE DAN PERCEIVED USEFULNESS TERHADAP SWITCHING INTENTION : Survei pada Pengguna Traveloka. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Teknologi dan internet membawa perubahan besar dalam pariwisata, terutama melalui layanan online travel agent seperti Traveloka. Tantangan utama yang dihadapi oleh Traveloka adalah fenomena "switching intention" di mana konsumen cenderung berpindah dari satu penyedia layanan ke yang lain, berpotensi menimbulkan kerugian seperti kehilangan pelanggan dan penurunan keuntungan. Penelitian ini bertujuan untuk menganalisis pengaruh perceived ease of use dan perceived usefulness terhadap switching intention pada pengguna Traveloka. Metode penelitian yang digunakan adalah metode kuantitatif dengan jenis penelitian yaitu deskriptif dan verifikatif dengan metode explanatory survey. Data dalam penelitian menggunakan data primer dengan pengambilan sampel sebanyak 107 responden yaitu pengguna Traveloka. Teknik analisis data yang digunakan adalah regresi linear berganda. Hasil penelitian menunjukkan bahwa secara simultan dan parsial terdapat pengaruh yang signifikan antara perceived ease of use dan perceived usefulness terhadap switching intention. Traveloka sebaiknya mempertimbangkan dan menganalisis kembali aspek perceived ease of use dan perceived usefulness untuk meminimalisir terjadinya switching intention pada pengguna. Technology and the internet are bringing big changes in tourism, especially through online travel agent services such as Traveloka. The main challenge faced by Traveloka is the phenomenon of "switching intention" where consumers tend to move from one service provider to another, potentially causing losses such as losing customers and decreasing profits. This study aims to analyze the effect of perceived ease of use and perceived usefulness on switching intention in Traveloka users. The research method used is a quantitative method with the type of research, namely descriptive and verification with the explanatory survey method. The data in the study used primary data with a sampling of 107 respondents, namely Traveloka users. The data analysis technique used is multiple linear regression. The results showed that simultaneously and partially there is a significant influence between perceived ease of use and perceived usefulness on switching intention. Traveloka should consider and re-analyze aspects of perceived ease of use and perceived usefulness to minimize the occurrence of switching intention in users.

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Official URL: https://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?hl=en&user=tFmZanQAAAAJ SINTA ID: 6146618 SINTA ID: 6681229
Uncontrolled Keywords: Online Travel Agent, Perceived Ease of Use, Perceived Usefulness, Switching Intention
Subjects: L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Pendidikan Kewarganegaraan-S2
Depositing User: - Gusti Ketut Oka Saputra -
Date Deposited: 22 Oct 2024 03:37
Last Modified: 22 Oct 2024 03:37
URI: http://repository.upi.edu/id/eprint/127674

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