Implementasi Meta-UTAUT untuk Menganalisis Niat Berperilaku Pengguna Traveloka

Safira, Rahmadina (2023) Implementasi Meta-UTAUT untuk Menganalisis Niat Berperilaku Pengguna Traveloka. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Peningkatan transaksi pada layanan e-commerce menyebabkan sejumlah perusahaan beralih menggunakan model bisnis Multi-Sided Platform (MSP) untuk mempertahankan keberlangsungan bisnis dan keunggulan kompetitif. Online Travel Agents (OTA) adalah contoh dari MSP yang mengalami perkembangan pesat selama dua tahun belakangan ini. Walaupun sempat mengalami penurunan drastis di tahun 2020 akibat COVID-19, animo masyarakat terkait berlibur di tengah pandemi tampak meningkat belakangan ini, yang mana dibuktikan dengan melonjaknya pemesanan tiket transportasi dan hotel di sejumlah platform. Di Indonesia, Traveloka merupakan situs OTA yang paling banyak dikunjungi. Traveloka merupakan aplikasi terfavorit masyarakat dalam memesan tiket pesawat, kereta api, bus, dan mobil. Ditambah lagi, layanan reservasi hotel, vila, guest house, dan resort yang memuaskan membuat Traveloka menduduki peringkat pertama dalam layanan reservasi penginapan online. Strategi inovatif perlu dikembangkan Traveloka untuk mempertahankan posisinya agar tidak mudah terpengaruh oleh perubahan yang terjadi. Hal tersebut bisa didapatkan melalui penelitian analisis faktor – faktor yang secara signifikan memengaruhi niat berperilaku pengguna dalam melakukan reservasi transportasi dan penginapan online di Traveloka. Hasil studi dapat dijadikan sebagai acuan dan rekomendasi dalam penyempurnaan layanan. Penelitian dilakukan melalui penerapan model Meta Unified Theory of Acceptance and Use of Technology (Meta-UTAUT), yang menguji keterkaitan antara sembilan variabel dengan metode Partial Least Square Structural Equation Modeling (PLS-SEM). Adapun kesembilan variabel adalah Social Influence (SI), Performance Expectancy (PE), Effort Expectancy (EE), Hedonic Motivation (HM), Facilitating Conditions (FC), Attitude (AT), Self-Efficacy (SE), Trust (TR), dan Behavioral Intention (BI). Secara garis besar, metode penelitian yang dilakukan terbagi atas 3 tahap, yakni tahap perencanaan, pengumpulan data, serta hasil dan pembahasan. Pengumpulan data memanfaatkan kuesioner sebagai instrumen dan disebarkan secara virtual melalui media sosial. Responden yang dibutuhkan adalah seorang pengguna Traveloka berdomisili di Pulau Jawa, tidak terbatas oleh usia dan gender. Berdasarkan hasil analisis yang dilakukan melalui aplikasi SmartPLS, ditemukan bahwa variabel PE, EE, SI, dan FC secara signifikan mampu meningkatkan variabel AT, variabel EE secara signifikan mampu meningkatkan variabel PE, variabel SI secara signifikan mampu meningkatkan variabel PE, variabel HM secara signifikan mampu meningkatkan variabel EE, dan variabel AT secara signifikan mampu meningkatkan variabel BI. Penemuan ini membuat delapan dari sebelas hipotesis yang diajukan dinyatakan diterima. Mengacu pada hasil yang didapatkan, dibangun sepuluh rekomendasi perbaikan aplikasi.
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Increased transactions through e-commerce services caused numerous companies to switch their business model to Multi-sided Platforms (MSP) to maintain their business continuity and competitive advantages. Online Travel Agents (OTA) are one of the examples of MSP companies that experienced drastic growth in the past two years. Even though their business plummeted in 2020 because of COVID-19, public interest in traveling in the middle of the pandemic seems to surge these days, which is proven by the high rise of ticket and hotel reservations on various platforms. In Indonesia, Traveloka is one of the most visited OTA. Traveloka is an application favored by the community for ordering plane, train, bus, and car tickets. Moreover, their satisfying hotel, villa, guest house, and resort reservation services caused Traveloka to rank first in online hospitality service. Innovative strategies need to be developed by Traveloka to maintain its position so it cannot be easily influenced by current changes. This can be done through research analyzing factors that significantly affect user behavioral intention in reserving online transportation and hospitality in Traveloka. Study results can be used as a foundation and recommendation for perfecting the services. The following research is done by implementing a model namely Meta Unified Theory of Acceptance and Use of Technology (Meta-UTAUT), which evaluates the linkages between nine variables using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. Those nine variables are Social Influence (SI), Performance Expectancy (PE), Effort Expectancy (EE), Hedonic Motivation (HM), Facilitating Conditions (FC), Attitude (AT), Self-Efficacy (SE), Trust (TR), and Behavioral Intention (BI). In general, the research methods are split into three stages, which are planning and data collecting, along with results and discussion stages. Data collecting will be done by using questioner as an instrument and spreading it virtually through social media. Respondents needed are those who are Traveloka users domiciled in Java Island, not limited by age and gender. Based on the analytical result, which is done using SmartPLS, it is found that PE, EE, SI, and FC able to increase AT significantly, EE able to increase PE significantly, SI able to increase PE significantly, HM able to increase EE significantly, and AT able to increase BI significantly. This discovery suggests that eight out of ten proposed hypotheses are accepted. Based on the outcomes, this paper developed ten recommendations to improve the application.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Behavioral Intention, Meta-UTAUT, Online Travel Agents, PLS-SEM, Traveloka, Niat Berperilaku Pengguna, Meta-UTAUT, Online Travel Agents, PLS-SEM, Traveloka
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Rahmadina Safira
Date Deposited:	18 Jul 2023 01:41
Last Modified:	18 Jul 2023 01:41
URI:	http://repository.its.ac.id/id/eprint/98535

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