USER ACCEPTANCE OF ONLINE TRANSPORTATION IN BANDUNG (AN EXTENSION OF THE TECHNOLOGY ACCEPTANCE MODEL)

• Main Author: Fadliila Akbar (19015172), Aubrey
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25906
• Institution: Institut Teknologi Bandung

Currently, online transportation service in Indonesia is become increasingly popular. Online based transportations provide innovative solution to citizen in the form of transportation by giving easy access. Besides, online transportations also have contributed in the growth of Gross Domestic Product (GDP) in Indonesia. Special Assistant Ministry of Communication and Informatics, Lis Sutjiati, said that the biggest portion of GDP is not coming from the e-commerce company, but from small-medium enterprises, whereas online transportations in Indonesia are categorized as digitalized small-medium enterprises. The more we digitalized the small-medium enterprise, the more transaction value will increase. Therefore it is important to identify Indonesian’s readiness and acceptance toward online transportation technology, since the researcher believe that whatever aspects that are focused by government to reach to the target that come as result from digitalized enterprises, citizen’s participation are needed. The alteration to next-generation mobility systems, yet won't be simple for cities to oversee. There is no telling how rapidly advances will happen or what the change will occur. Without appropriate readiness for the digital age, Indonesia is in danger of losing its global and regional competitiveness and general prosperity since the transformation in the long run will change systems of production, management, and governance. Indonesian organizations should seek after key objectives that will lead development and proficiency in order to prevail in a digital age. <br /> <br /> This research used quantitative approach, and gathered all data from respondents through online questionnaires that were spread among Bandung area. The questionnaire used Likert Scale from 1-5, and consist of 32 questions that developed from 12 variables, based on TAM framework, those are: computer self-efficacy, perception of external control, computer playfulness, convenience, subjective norm, image, job relevance, output quality, perceived usefulness, perceived ease of use, intention to use, and actual usage. All data were analyzed using SPSS and AMOS through CFA (Confirmatory Factor Analysis) and SEM (Structural Equation Modeling) methods. <br /> <br /> There are 12 observed variables related to topic with 14 hypothesizes. Among 14 hypothesizes, there are 10 hypothesizes accepted, while the rest, or 4 hypothesizes were rejected. The researcher can clarify and conclude some factors that affecting the user’s acceptance in using online transportation service in Bandung. First, image, job relevance, and subjective norm can affect perceived usefulness. Second, convenience has influence to perceived usefulness and perceived ease of use. Third, perception of external control and computer playfulness has influence to perceived ease of use. Fourth, perceived ease of use can affect perceived usefulness, perceived usefulness has influence toward intention to use, and intention to use has effect on actual usage of online transport service. The study is aimed for further <br /> <br /> 3 <br /> <br /> research to develop Technology Acceptance Model (TAM) framework in the context of another technology acceptance as part of an academic activity. Besides, this research is expected to inspire for the development of online transportation services to increase user's acceptance level and support the digital economy of Indonesia's government. Therefore, the researcher gave several recommendations to government and online transportation companies, in the form of improvement for both, as they are playing important role in Indonesia’s digital economy.