Febriani, Melin and Aditya Rachmadi, S.ST., M.TI. and Ir. Admaja Dwi Herlambang, S.Pd., M.Pd. (2024) Pengaruh Golongan Usia Pengguna dari Layanan Ride-Hailing terhadap Faktor-Faktor Penggunaan Teknologi berdasarkan Unified Theory of Acceptance and Use of Technology. Sarjana thesis, Universitas Brawijaya.
Abstract
Layanan ride-hailing semakin populer dalam beberapa tahun terakhir. Namun sayangnya, pengguna layanan ride-hailing sebagian besar berusia muda. Sementara, orang yang berusia tua jarang menggunakan layanan ini. Salah satu teori yang mampu menjelaskan peran moderator dari variabel age (usia) terhadap faktor-faktor penggunaan teknologi adalah Unified Theory of Acceptance and Use Technology (UTAUT). Penelitian ini bertujuan menganalisis pengaruh golongan usia pengguna terhadap hubungan faktor-faktor yang memengaruhi perilaku menggunakan layanan ride-hailing berdasarkan model UTAUT. Variabel age dibagi ke dalam dua golongan, yaitu usia muda (<46 tahun) dan usia tua (≥46 tahun). Data dikumpulkan melalui kuesioner yang melibatkan 245 responden. Selanjutnya data diolah dan dianalisis menggunakan Structural Equation Modeling (SEM). Hasil penelitian menemukan bahwa variabel age menjadi moderator yang signifikan pada hubungan variabel social influence terhadap variabel behavioral intention, dengan pengaruh paling kuat pada usia tua. Namun, variabel age tidak ditemukan menjadi moderator yang signifikan pada hubungan variabel performance expectancy terhadap behavioral intention, variabel effort expectancy terhadap variabel behavioral intention, dan hubungan variabel facilitating conditions terhadap variabel use behavior. Penelitian ini juga menemukan pengaruh langsung yang positif dan signifikan dari variabel performance expectancy, effort expectancy, dan social influence terhadap variabel behavioral intention. Selain itu, variabel facilitating conditions dan behavioral intention juga ditemukan memiliki pengaruh langsung yang positif dan signifikan terhadap variabel use behavior. Penelitian ini telah berkontribusi memberikan pengetahuan baru terhadap penyediaan layanan ride-hailing.
English Abstract
Ride-hailing services have grown in popularity in recent years. But unfortunately, ride-hailing service users are mostly young. Meanwhile, older people rarely use this service. One theory that can explain the moderating role of the age variable on technology use factors is the Unified Theory of Acceptance and Use Technology (UTAUT). This study aims to analyze the effect of user age groups on the relationship of factors that influence behavior using ride-hailing services based on the UTAUT model. This study aims to analyze the influence on the relationship of technology use factors on the age group of users of ride-hailing services in Surabaya City based on the Unified Theory of Acceptance and Use Technology (UTAUT) model. A number of hypotheses have been developed and tested to determine the moderating role of the age variable on the relationship of factors that influence the behavior of ride-hailing service users. The age variable is divided into two groups, namely young age (<46 years) and old age (≥46 years). Data was collected through a questionnaire involving 245 respondents. Furthermore, the data were processed and analyzed using Structural Equation Modeling (SEM). The results found that the age variable becomes a significant moderator in the relationship between social influence variables and behavioral intention variables, with the strongest influence on old age. However, the age variable was not found to be a significant moderator in the relationship of the performance expectancy variable to behavioral intention, the effort expectancy variable to the behavioral intention variable, and the relationship of the facilitating conditions variable to the use behavior variable. This study also found a positive and significant direct effect of performance expectancy, effort expectancy, and social influence variables on behavioral intention variables. In addition, the facilitating conditions and behavioral intention variables were also found to have a positive and significant direct effect on the use behavior variable. This research has contributed new knowledge to the provision of ride-hailing services.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052415 |
| Uncontrolled Keywords: | Age, Moderasi, Ride-Hailing, UTAUT-Age, Moderation, Ride-Hailing, UTAUT |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 07 Aug 2024 03:21 |
| Last Modified: | 07 Aug 2024 03:21 |
| URI: | http://repository.ub.ac.id/id/eprint/223534 |
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Text (DALAM MASA EMBARGO)
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