STUDI FAKTOR TECHNOLOGY ACCEPTANCE MODEL (TAM) DALAM KEPUTUSAN PENGGUNAAN APLIKASI TRANSPORTASI ONLINE MAXIM

Abstract

ABSTRAK
Tujuan penelitian ini untuk menguji pengaruh antara Perceived Ease of Use dan Perceived of Usefulness terhadap keputusan konsumen dalam memilih aplikasi transportasi online Maxim. Selain itu untuk mengetahui keputusan masyarakat Kota Bogor dalam pengambilan keputusan penggunaan jasa transportasi online Maxim. Jenis penelitian yang digunakan yaitu penelitian deskriptif dengan metode asosiatif. Teknik penelitian yang digunakan bersifat kuantitatif dan kualitatif. Pemilihan responden dilakukan dengan metode purposive sampling dengan total 100 responden berdasarkan rumus Slovin. Pengumpulan data dilakukan melalui survei dan kuesioner. Analisis data yang digunakan adalah analisis dekriptif dengan melakukan uji regresi linear berganda. Variabel independen yang diteliti yaitu Perceived Ease of Use dan Perceived of Usefulness, sedangkan Keputusan Penggunaan sebagai variabel dependen. Hasil penelitian menunjukkan bahwa Perceived Ease of Use dan Perceived of Usefulness berpengaruh positif secara bersamaan terhadap Keputusan Penggunaan dalam memilih Maxim sebagai jasa transportasi online.

ABSTRACT
The purpose of this study is to examine the influence between Perceived Ease of Use and Perceived of Usefulness on consumer decisions in choosing Maxim online transportation applications. In addition, to find out the decision of the people of Bogor City in making decisions to use Maxim online transportation services. The type of research used is descriptive research with associative methods. The research techniques used are quantitative and qualitative. The selection of respondents was carried out by the purposive sampling method with a total of 100 respondents based on the Slovin formula. Data collection was carried out through surveys and questionnaires. The data analysis used was descriptive analysis by conducting multiple linear regression tests. The independent variables studied were Perceived Ease of Use and Perceived of Usefulness, while Decision of Use was a dependent variable. The results show that Perceived Ease of Use and Perceived of Usefulness have a positive effect simultaneously on the Decision to Use Maxim as an online transportation service.