UNDERSTANDING CONSUMER BEHAVIOR WITH THE USE OF TECHNOLOGY ACCEPTANCE MODEL IN THE CONTEXT OF BOOKING ONLINE R. Alamsyah Sutantio, Siti Komariyah, R. Andi Sularso, Mochammad Farid Afandi
Faculty of Economic and Business University of Jember, Indonesia
Abstract
This study aims to examine consumer buying interest using TAM. This study aims to see the direct effect of perceived usefulness, perceived ease of use and perceived trust on buying intention through online booking applications. This type of research is explanatory research which explains the causal relationship between the variables and uses a quantitative approach. The population used in this study were all people who installed online booking applications. The sampling method of 450 respondents in this study was non-probability sampling with purposive sampling technique where the questionnaire was distributed in the form of a survey through social media. Hypothesis testing was carried out using the t test. Data analysis used multiple linear regression analysis which was processed with SPSS software. From the results of testing the three hypotheses that have been carried out, it can be concluded that the variables of perceived usefulness, perceived ease of use and perceived trust have a significant and positive effect on the variable of buying intention through online booking applications.
Keywords: TAM, perceived usefulness, perceived ease of use, perceived trust, intention
