ANALYSIS OF USABILITY DIMENSIONS IMPACT ON MOBILE TRAVEL APPLICATION CONTINUANCE INTENTION USING S-O-R (STIMULUS-ORGANISM-RESPONSE) FRAMEWORK

• Main Author: Zulhaida, Gemma
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41949
• Institution: Institut Teknologi Bandung

Technology in Indonesian tourism sector is developing rapidly. As a respond, travel application companies should continuously improve their information system. One of the most important aspect is the usability of the application which connect Online Travel Agents (OTA) and the customers. Usability of a travel application should always be monitored to make sure the customers always feel comfortable, effective, efficient, and satisfied when they use that application. Usability in travel application is very important because it will affect the customer’s buying pattern, whether they will keep on using that application in the future or use the application no more. Therefore, it is very important to know what aspects of usability are affecting travel application’s customer retention and how significant is the effect. This research uses S-O-R (Stimulus-Organism-Response) framework to see the effect of stimuli, in the form of usability aspect affecting customer retention, as a respond through an organism consists of psychological engagement, pleasure, arousal, and flow. In this research, usability aspects is divided into two categories which are application design (attractiveness, navigability, content) and application performance (flexibility, accessibility, ease of use, effectiveness). This research uses 521 survey data to validate the model being developed. Statistical method used to process the data is Structural Equation Modelling (SEM), through Mplus application. The results show that three usability aspects in application design category (attractiveness, navigability, content) and one usability aspect in application performance (ease of use) are important aspects that affect customer retention of a travel application. Meanwhile, psychological engagement and pleasure mediate the relationship of usability aspect and customer retention (serially).