Analisa Minat Masyarakat Surabaya Dalam Melakukan Online Booking Hotel Berdasarkan TAM (Technology Acceptance Model)

Silvie Eka Rahardja(1*), Stephanie Hoesny(2), Regina Jokom(3),


(1) 
(2) 
(3) 
(*) Corresponding Author

Abstract


Penelitian ini dilakukan untuk menganalisa minat masyarakat
Surabaya dalam melakukan online booking hotel berdasarkan TAM (technology
acceptance model). Variabel yang digunakan adalah perceived ease of use dan
perceived usefulness yang merupakan dua variabel utama dari technology
acceptance model yang dapat mempengaruhi behavioral intention to use untuk
melakukan online booking.
Metode penelitian yang digunakan adalah Structural Equation Modeling
(SEM) dengan program AMOS. Hasil penelitian menunjukkan bahwa kedua
variabel mempengaruhi minat masyarakat untuk melakukan online booking hotel.
Variabel perceived usefulness mempengaruhi behavioral intention to use secara
langsung, tetapi variabel perceived ease of use tidak secara signifikan
mempengaruhi behavioral intention to use.

Keywords


Online booking, technology acceptance model, dan Structural Equation Modeling.

Full Text:

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