Niat Konsumen menggunakan Transportasi Ride-Hailing di tengah Pandemi COVID-19: Kerangka Kerja Konseptual dan Evaluasi Empiris

Abstract

Abstrak. Moda transportasi berbasis teknologi digital ride-hailing merupakan salah satu bisnis transportasi yang masih bisa bertahan dalam kondisi pandemi COVID-19. Di Indonesia layanan ini tidak sepenuhnya di non aktifkan tetapi hanya membatasi beberapa fitur layanan yang disesuaikan dengan protokol penangan COVID-19. Penelitian ini bertujuan untuk menguji pengaruh attitude, customer satisfaction, trust, dan subjective knowledge terhadap continuance intention pada jasa ride-hailing selama periode Pembatasan Sosial Berskala Besar (PSBB). Dengan pertimbangan jumlah keseluruhan dari populasi dalam penelitian ini tidak diketahui, maka sampel diambil menggunakan sampel non probabilitas dan diperoleh jumlan sampel sebanyak 225 responden pengguna layanan ride-hailing. Pengujian hipotesis menggunakan teknik Strukktural Equation Model. Berdasarkan hasil penelitian trust berpengaruh signifikan terhadap attitude, customer satisfaction berpengaruh signifikan terhadap trust, konstruk trust secara langsung maupun tidak langsung berdampak signifikan terhadap continuance intention yang dimediasi oleh attitude, customer satisfaction secara langsung maupun secara tidak langsung memiliki dampak positif signifikan terhadap attitude melalui trust, attitude berpengaruh signifikan terhadap continuance intention, customer satisfaction secara langsung secara tidak langsung memiliki dampak signifikan pada continuance intention yang dimediasi attitude serta trust, dan subjective knowledge berpengaruh signifikan terhadap continuance intention. Selanjutnya Hasil penelitian ini memberikan dukungan empiris terhadap Theory of Reasoned Action dengan menambahkan konstruk trust, subjective knowledge, dan customer satisfaction pada model penelitan. Dimana dari ketujuh hipotesis yang diajukan keseluruhannya dapat diterima.

Kata kunci: Trust, attitude, subjective knowledge, customer satisfaction, continuance intention

Abstract. The digital ride-hailing technology-based transportation mode is one of the transportation businesses that can still survive the COVID-19 pandemic. In Indonesia, this service is not entirely deactivated but only limits some service features adjusted to the COVID-19 handling protocol. This study intents to explore the effect of attitude, user satisfaction, trust, and subjective knowledge on continuance intention to ride-hailing services during the Large-Scale Social Restriction (PSBB) period. Considering that the total population in this study is unknown, there were 225 respondents taking part in this study taken by a non-probability sample. Hypothesis testing is done using the Structural Equation Model technique. Based on the research results, trust has a significant effect on attitude, user satisfaction has a significant impact on trust, trust construct either directly or indirectly has a considerable impact on continuance intention, which is mediated by attitude, user satisfaction directly and indirectly has a significant impact on attitude mediated by trust, attitude has a significant effect on continuance intention, user satisfaction indirectly has a considerable effect on continuance intention which is mediated by attitude and trust, and subjective knowledge has a significant effect on continuance intention. Furthermore, this study's outcome administer empirical uphold for the acceptance model of information technology Theory of Reasoned Action by adding the constructs of trust, subjective knowledge, and user satisfaction to the research model. Wherefrom the seven hypotheses proposed, all of them can be accepted.

Keywords: Trust, attitude, subjective knowledge, customer satisfaction, continuance intention