Analisis Perilaku User pada Pemanfaatan Layanan Pemesanan Tiket Online pada Aplikasi Mobile (Prespektif Kepercayaan dan Resiko oleh Konsumen)
DOI:
https://doi.org/10.12695/jmt.2017.16.1.5Keywords:
Perilaku Pengguna, Mobile Commerce, Resiko, Kepercayaan, Technology Acceptance Model (TAM).Abstract
Abstrak. Penelitian ini bertujuan untuk menyelidiki pengaruh empat elemen “trust’, “risk†“perceived usefulness†dan “ease of use†terhadap perilaku konsumen dalam mengadopsi teknologi mobil untuk pemesanan tiket secara online. Penelitian ini penting dilakukan dalam rangka memahami pola hubungan antara elemen “trusk†dan “risk†yang mempengaruhi perilaku konsumen di Indonesia dalam memanfaatkan layanan M-Commerce. Sebuah model penelitian dan lima buah hipoteses dikembangkan dalam penelitian ini. Model dan hipoteses kemudian diuji dan divalidasi menggunakan data yang diperoleh dari sebuah survey yang dilaksanakan secara online. Penyebaran kuesioner secara online dilakukan melalui aplikasi media sosial. Dari 110 kuesioner yang diisi oleh responden sebanyak 95 kuesioner dinyatakan valid dan digunakan untuk dianalisis lebih lanjut. Data yang diperoleh dianalisis menggunakan Partial Least Square (PLS) memanfaatkan perangkat lunak Smart PLS V2. Hasil dari pengolahan data mengindikasikan bahwa elemen “perceived usefulness†dan “esae of useâ€mempunyai pengaruh yang positif terhadap aktivitas konsumen dalam menggunakan teknologi mobil untuk pemesanan tiket online, penelitian juga menemukan hubungan antara elmen “trust†dan elemen “riskâ€. Namun penelitian ini tidak menemukan hubungan yang signifikan antara elemen “risk†dengan  perilaku konsumen dalam menggunakan aplikasi mobile.
Kata kunci: Perilaku Pengguna, Mobile Commerce, Resiko, Kepercayaan, Technology Acceptance Model (TAM).
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Abstract. The aim of this research is to investigate the relationship between the elements of trust, risk, perceived usefulness, and ease of use and their impact on consumer behavior in the intention of use of mobile commerce services for online ticketing. Â A research model with five hypotheses was developed for this research. Conducting this research is important in term off to understand the relationship of trust and risk in order to understand people behavior in using mobile commerce. Research model and hypotheses was validated using online questionnaire that distrubed in social media. 110 questionnaire was obtained from the survey and 95 validated questionnaire then use for next analysis. Partial Smart Square (PLS) was used for data analyisis using Smart PLS V2. This study reveals that perceived usefulness and ease of use has significant effect for people behavior in using mobile application for purchase online ticketing, this research also identified that trust has relationship with risk element. However, this research did not found any significant relationship between risk and people behavior in using mobile application.
Keyword: User Behavior, Mobile Commerce, Trust, Risk, Technology Acceptance Model (TAM)
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