The Significance of Perceived Ease of Use and Usefulness on Purchase Intention. An Adaptation from the Technology Acceptance Model (TAM) with the Moderation Role of Trust at Tiket.com in Indonesia

Penulis

  • Rachel Ghea Kelose Tarigan Universitas Pelita Harapan
  • Efin Shu Universitas Pelita Harapan

Kata Kunci:

Perceived Ease of Use, Perceived Usefulness, Purchase Intention, Technology Acceptance Model (TAM), Tiket.com, Trust

Abstrak

The rapid growth of online travel agencies (OTAs) and the increasing reliance on digital platforms for travel bookings have significantly transformed consumer behavior in the travel industry. Despite the growth of OTAs, Tiket.com has faced problems like system errors and difficult website navigation that made customers hesitate to make purchases. By adapting the Technology Acceptance Model (TAM), this research investigates the moderating role of trust between perceived ease of use, perceived usefulness, and purchase intention at Tiket.com. A quantitative approach was employed, with the data collected using a convenience sampling technique.  The sample consisted of 110 respondents, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that perceived usefulness significantly and positively influences purchase intention, with a path coefficient of 0.507 and a p-value of 0.000. Conversely, perceived ease of use did not influence purchase intention, with a path coefficient of 0.067 and a p-value of 0.250. Additionally, the moderation of trust was found to be insignificant among these relationships. Tiket.com is suggested to focus on improving its perceived usefulness by increasing users' empowerment in selecting travel options, improving the user experience, providing enhanced customization features, and easy-to-use comparison tools.   

Referensi

Abdillah Isma, R., Hudayah, S., Indriastuti, H., & Mulawarman, U. (2021). THE INFLUENCE OF PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, AND PERCEIVED RISK ON PURCHASE INTERESTAND USE BEHAVIOR THROUGH BUKALAPAK APPLICATION IN SAMARINDA. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 5(3). https://jurnal.stie-aas.ac.id/index.php/IJEBAR

AGIANTO, R., Noor Arif WIRASAPUTRA, M., & FIRMANSYAH, R. (2021). Analisis Penerapan Sistem Informasi Manajemen pada Aplikasi Tiket.com. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 7(1), 1–8. https://doi.org/10.35870/jemsi.v7i1.510

Amenitiz. (2022). How to optimise OTAs in your hotel strategy Empowering independent hoteliers. A guide for independent hoteliers. Hotel Tech Report & Amenitiz. www.amenitiz.com

Aufy Falaahuddin, A. (2020). KEAMANAN TERHADAP MINAT BELI PENGGUNA APLIKASI MOBILE KAI ACCESS (Studi Pada Pengguna Aplikasi Mobile KAI Access Semarang). Jurnal Administrasi Bisnis, IX.

Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65.

Cheah, J.-H., Chuah, F., & Ting, H. (2017). PLS-SEM using SmartPLS 3.0: Chapter 13: Assessment of Moderation Analysis. https://www.researchgate.net/publication/341357609

Dachyar, M., & Banjarnahor, L. (2017). Factors influencing purchase intention towards consumer-to-consumer e-commerce. Intangible Capital, 13(5), 946–966. https://doi.org/10.3926/ic.1119

Davis, F. D. (1989). Perceived Usefulness, Percieved Ease of Use, and User Acceptance of Information Technology. Management Information System Research Center, 13.

Dhaptel, A. (2019). Online Travel Market Overview . https://www.marketresearchfuture.com/reports/online-travel-market-5182#:~:text=Skyscanner%20is%20an%20online%20tool%20that%20allows,from%20partner%20Online%20Travel%20Agent%20(OTA)%20websites

F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research. European Business Review, 26(2), 106–121.

F, T., & W, D. A. (2020). Employability Scale: Construct Validity And Reliability.

Gilboa, S., Seger-Guttmann, T., & Partouche-Sebban, J. (2022). Increasing customer loyalty and WOM in an age of terror: Cross-cultural development and validation of the customers’ reactions to terror scale (CRTS). Journal of Retailing and Consumer Services, 64, 102785. https://doi.org/10.1016/j.jretconser.2021.102785

Gretzel, U., & Koo, C. (2021). Smart tourism cities: a duality of place where technology supports the convergence of touristic and residential experiences. Asia Pacific Journal of Tourism Research, 26(4), 1–13. https://doi.org/10.1080/10941665.2021.1897636

Handoyo, S. (2024). Purchasing in the digital age: A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce. Heliyon, 10(8), e29714. https://doi.org/10.1016/J.HELIYON.2024.E29714

Hanjani, G. A., & Widodo, A. (2019). Consumer Purchase Intention. Journal of Secretary and Business Administration, 3(1), 39. https://doi.org/10.31104/jsab.v3i1.90

Hidayat, A., Wijaya, T., Ishak, A., & Endi Catyanadika, P. (2021). Consumer trust as the antecedent of online consumer purchase decision. Information, 12(4), 145.

Kaban, L. M., & Stevanus, L. (2023). The Antecedents of Purchase Decision at Online Travel Agent (Tiket.com). 4(4). https://doi.org/10.35877/454RI.qems1672

Kamis, A., Saibon, R. A., Yunus, F. A., & Rahim, M. B. (2020). The SmartPLS Analyzes Approach in Validity and Reliability of Graduate Marketability Instrument. https://www.researchgate.net/publication/348295457

Kodikal, R. (2018). Measuring the Effect Size of Coefficient of Determination and Predictive Relevance of Exogenous Latent Variables on Endogenous Latent Variables through PLS-SEM. https://www.researchgate.net/publication/343417565

Larasetiati, M., & Ali, H. (2019). Model of Consumer Trust: Analysis of Perceived Usefulness and Security toward Repurchase Intention in Online Travel Agent. https://doi.org/10.21276/sjef.2019.3.8.5

Li, Z., Yang, W., Jin, H. S., & Wang, D. (2021). Omnichannel retailing operations with coupon promotions. Journal of Retailing and Consumer Services, 58. https://doi.org/10.1016/j.jretconser.2020.102324

Park, J. K., Ahn, J., Thavisay, T., & Ren, T. (2019). Examining the role of anxiety and social influence in multi-benefits of mobile payment service. Journal of Retailing and Consumer Services, 47, 140–149. https://doi.org/10.1016/j.jretconser.2018.11.015

Pitchayadejanant, K., Chewwasung, K.-O., Nakpathom, P., Srikasem, K., Lekmeechai, M., Chaiyawet, C., Suriwong, S., & Tso, C. W. (2019). Determinants of E-service Quality Towards Continuing Using Mobile Application for Hotel Reservation: Case of Agoda Application.

Primananda, R., Setyaning, A. N. A., Hidayat, A., Ekasari, R., Primanda, R., Rejeki, S., Sekolah, E., Ilmu, T., & Yogyakarta, M.-Y. (2020). The Role of Trust on Perceived Usefulness and Perceived Ease of Use towa rd Purchase Intention among Yogyakarta’s Students.

Purwanto, A., & Sudargini, Y. (2021). Partial Least Squares Structural Squation Modeling (PLS-SEM) Analysis for Social and Management Research : A Literature Review. Journal of Industrial Engineering & Management Research, 2(4). https://doi.org/10.7777/jiemar.v2i4

Purwanto, A., & Sudargini, Y. (2022). Partial Least Squares Structural Squation Modeling (PLS-SEM) Analysis for Social and Management Research : A Literature Review. Journal of Industrial Engineering & Management Research, 2(4). https://doi.org/10.7777/jiemar.v2i4

Putra, A. P., & Pangaribuan, C. H. (2025). Purchase Intention in Online Travel Agents Influenced by Service Quality, Online Reviews, and Perceived Ease of Use Mediated by Brand Trust. Journal of Social Science (JoSS), 4(2), 159–165. https://doi.org/10.57185/joss.v4i2.439

Rachel Cathleen Wijaya, O., & Listya Susilo, C. (2021). THE INFLUENCE OF TECHNOLOGY ACCEPTANCE MODEL (TAM) AND BRAND TRUST TOWARD CONSUMER’S INTENTION TO BUY IN TIKET.COM WITH E-WOM AS A MODERATING VARIABLE. In Journal of Tourism, Culinary, and Entrepreneurship (JTCE) (Vol. 1, Issue 1).

Rasoolimanesh, S. M. (2022). Discriminant validity assessment in PLS-SEM: A comprehensive composite-based approach. https://www.scriptwarp.com,

Rehman, S. U., Bhatti, A., Mohamed, R., & Ayoup, H. (2019). The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan. Journal of Global Entrepreneurship Research, 9(1). https://doi.org/10.1186/s40497-019-0166-2

Rosyidi, M. I. (2019). Indonesian Online Travel Agencies: Profiling the services, employment, and users.

Saeed, M., Ahmad, I., & Israr, M. (2023). Beating the devil out of them: effects of corporal punishment on school children in Khyber Pakhtunkhwa, Pakistan. Liberal Arts and Social Sciences International Journal (LASSIJ), 7(2), 41–60. https://doi.org/10.47264/idea.lassij/7.2.3

Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–47). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-2

Shrestha, N. (2020). Detecting Multicollinearity in Regression Analysis. American Journal of Applied Mathematics and Statistics, 8(2), 39–42. https://doi.org/10.12691/ajams-8-2-1

Tinungki, G. M., & Herdiani, E. T. (2022). SEM (Structural Equation Modelling) Analysis Using PLS (Partial Least Square) Method on Poverty Data in Indonesia. International Research Journal of Advanced Engineering and Science, 7(4), 131–135.

Tuan, H. Q. (2024). Research on Factors Affecting the Behavior of Vietnamese Customers Choosing the AGODA Application to Book Air Tickets Online. International Journal of Religion, 5(7), 818–828. https://doi.org/10.61707/a0sfzw92

Venkatesh, V., & Davis, F. D. (2000a). Theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926

Venkatesh, V., & Davis, F. D. (2000b). Theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926

Venkatesh, V., Thong, J. Y. L., & Xu, X. (2016). A I S ssociation for nformation ystems Unified Theory of Acceptance and Use of Technology: A Synthesis and the Road Ahead. J Ournal, 17, 328–376.

Wang, H., Zhang, J., Luximon, Y., Qin, M., Geng, P., & Tao, D. (2022). The Determinants of User Acceptance of Mobile Medical Platforms: An Investigation Integrating the TPB, TAM, and Patient-Centered Factors. International Journal of Environmental Research and Public Health, 19(17). https://doi.org/10.3390/ijerph191710758

Unduhan

Diterbitkan

2025-12-10

Terbitan

Vol 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)

Bagian

Articles

Lisensi

Creative Commons License

Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.