USER ACCEPTANCE OF ONLINE TRAVEL AGENTS AGENT FOR MILLENIALS AND GEN Z
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Abstract
Pariwisata adalah salah satu sektor yang berkontribusi paling besar terhadap perekonomian suatu negara. Selain itu, ia berkontribusi paling besar bagi pembangunan berkelanjutan seperti di Indonesia. Salah satu pemain pariwisata adalah agen perjalanan online yang melayani kebutuhan wisatawan sebelum bepergian. Karena itu, penting bagi agen perjalanan untuk memenuhi kebutuhan wisatawan. Tujuan dari penelitian ini adalah untuk menentukan penerimaan pengguna terhadap agen perjalanan online di Gen Z dan Millennials. Penelitian ini dilakukan untuk mempelajari model Unified Theory Acceptance dan Use of Technology 2 (UTAUT2). Populasi dari penelitian ini adalah semua orang yang pernah membeli tiket dan / atau memesan akomodasi di Agen Perjalanan Online menggunakan purposive sampling non-probabilitas. Penelitian ini mengumpulkan data dengan menyebarkan kuesioner elektronik (e-kuesioner). 200 responden memenuhi kriteria dalam penelitian ini. Untuk menganalisis data, Partial Least Square - Structural Equation Model (PLS-SEM) dianalisis menggunakan SmartPLS 3.2.8. Hasil penelitian ini menunjukkan bahwa Pengaruh Sosial, Motivasi Hedonik, dan Kebiasaan berpengaruh signifikan terhadap Behavioral Intention. Behavioral Intention juga memiliki pengaruh signifikan terhadap Use Behavior. Dalam efek moderasi, hanya Umur yang dapat memoderasi Pengaruh Sosial pada Niat Perilaku. Dengan demikian, direkomendasikan untuk penelitian selanjutnya untuk menggunakan model UTAUT2 yang lengkap dan menambahkan variabel Perceived Security. Di sisi lain, Pegipegi harus menambahkan lebih banyak layanan pada bisnis utama mereka.
Tourism is one of the sectors that contribute the most to a country's economy. Moreover, it contributes most to sustainable development such as in Indonesia. One of tourism players is an online travel agency that caters to the needs of tourists before travelling. Therefore, it is important for travel agents to meet the needs of tourists. The purpose of this study was to determine user acceptance of online travel agents in Gen Z and Millennials. This research carried out to study Unified Theory Acceptance and Use of Technology 2 (UTAUT2) model. The population of this study is everyone who ever purchased ticket and/or booking accommodation on Online Travel Agent using non-probability purposive sampling. This research collected the data by spreading electronic questionnaire (e-questionnaire). 200 respondents met criteria in this research. To analyze the data, Partial Least Square – Structural Equation Model (PLS-SEM) analyzed using SmartPLS 3.2.8. The result of this research indicated that Social Influence, Hedonic Motivation, and Habit has significant influence on Behavioral Intention. Behavioral Intention also has significant influence on Use Behavior. In moderating effect, only Age can moderate Social Influence on Behavioral Intention. Thus, it is recommended for next research to use the complete of UTAUT2 model and add Perceived Security variable. On the other hand, Pegipegi should add more services on their main business.
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References
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