FACTORS INFLUENCING THE USER ACCEPTANCE OF KAI ACCESS

• Main Author: RINALDO PANDAONI MATONDANG, MARTOHAP
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/43014
• Institution: Institut Teknologi Bandung

PT Kereta Api Indonesia (PT KAI), the only operator of railway in Indonesia, has official mobile ticketing application, namely KAI Access. PT KAI expects the application to help converting the offline customers to online customers. In the long term, it is expected to acquire all online customers. But, nonsignificant user growth causes low percentage of reservation using application. Initial study also finds that although the awareness of application is high, the use level is relatively low. The use level of an application can be predicted by its intention to use or user acceptance. This study examines factors influencing user acceptance of KAI Access and proposing action plans based on those factors. By integrating trust, financial advantage, and product variety as additional variables, this study extends the Technology Acceptance Model (TAM) consisting of perceived usefulness, perceived ease of use, attitude, and intention to use. Data were collected by using questionnaire technique which has 25 questions. All the questions were measured using a 5-point Likert scale, where 1 showed strongly disagree whereas 5 showed strongly agree. The questionnaire involved 133 respondents who had used KAI Access. Further analysis uses the partial least square structural equation modelling (PLS-SEM) method with the help of SmartPLS 3. Finding suggests that five factors including perceived usefulness, attitude, perceived ease of use, product variety, and financial advantage are positive and significant determinants of user’s intention to use. Accordingly, twelve action plans for application are proposed and validated to PT KAI as problem owner and problem user, where eleven plans are accepted and only one plan is rejected.