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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	Text S_MPP_2009920_Chapter4.pdf Restricted to Staf Perpustakaan Download (774kB)
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	Text S_MPP_2009920_Appendix.pdf Restricted to Staf Perpustakaan Download (1MB)

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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