Analisis Penerimaan Dan Penggunaan Layanan Ojek Online Mindo Dengan Menggunakan Unified Theory Of Acceptance And Use Of Technology (UTAUT2)

Keterc, Nine Chlorella (2022) Analisis Penerimaan Dan Penggunaan Layanan Ojek Online Mindo Dengan Menggunakan Unified Theory Of Acceptance And Use Of Technology (UTAUT2). Undergraduate Thesis thesis, Institut Teknologi Telkom Purwokerto.

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Abstract

Mindo is an online transportation service application located in the Ajibarang subdistrict and has been successfully downloaded by 13,279 users. With the development of technology in the digitalization era, people really need technological applications that can improve their performance so that they are better. Since the Grab application was launched in Ajibarang, Mindo's revenue has started to fall from 80-120 transactions per day, now it is 50-80 transactions per day. After conducting pre-research, users also have problems accessing Mindo's online motorcycle taxi services and also servers that often go down when more than 120 transactions are made. Therefore, Mindo managers need to evaluate the acceptance and use of Mindo services, so this research adopts the Unified Theory of Acceptance and Use of Technology (UTAUT2) model. The factors in UTAUT 2 include Performance Expectancy, Effort Expectancy, Facilitating Conditions, Hedonic Motivation, Social Influence, Habit and Price Value. The purpose of this research is to identify the factors that have the most influence on Behavior Intention. Data obtained from the distribution of surveillance to 100 users. Research data were analyzed using PLS-SEM with the help of the smartPLS application. The results showed that Performance Expectancy, Social Influence, Habit and Price Value have a significant effect on Behavioral Intention. While Effort Expectations, Facilitating Conditions, and Hedonic Motivation have no significant effect. The most influential factors are Habits and Price Value factors. The moderator variables (Age, Gender and Expectations) in this study did not moderate the effect of the independent variables on the dependent variable (Behavioral Intention). Keywords : Taxibike service online, Behavior Intention(BI), UTAUT2.

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