Persepsi Pemanfaatan Taxi Online Di Bandar Lampung Menggunakan Model UTAUT (Unified Theory Of Acceptance And Use Of Technology)

YUSHAR FISKA , 1417051156 (2018) Persepsi Pemanfaatan Taxi Online Di Bandar Lampung Menggunakan Model UTAUT (Unified Theory Of Acceptance And Use Of Technology). Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Lampung.

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Abstrak

Kehadiran aplikasi transportasi online yang memungkinkan layanan transportasi bisa dipesan dan dibayar secara online sudah marak di Indonesia, khususnya kota-kota besar sejak tahun 2015. Salah satu transportasi yang dapat dipesan secara online adalah taxi. Aplikasi tersebut diantaranya adalah Go-Jek dan Grab. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi penerimaan dan penggunaan taxi online di Bandar Lampung menurut customer dan driver berdasarkan model UTAUT dan UTAUT2. Hasil penelitian menunjukkan bahwa pada penelitian terhadap customer menggunakan UTAUT2, tujuh variabel seluruhnya berpengaruh terhadap penerimaan dan penggunaan taxi online GrabCar. Sedangkan variabel price value tidak berpengaruh terhadap penerimaan dan penggunaan Go-Car. Lalu pada penelitian terhadap driver menggunakan UTAUT, variabel performance expectancy, effort expectancy, dan social influence berpengaruh positif terhadap penerimaan dan penggunaan aplikasi taxi online Go-Car, sedangkan variabel facilitating condition tidak berpengaruh. Kemudian pada taxi online GrabCar hanya variabel social influence yang mempengaruhi penggunaan dan penerimaan taxi online ini, sedangkan tiga variabel lainnya tidak berpengaruh. Sehingga secara umum, meskipun kedua perusahaan saling bersaing, mereka memiliki segmentasi pelanggan sendiri. Kata : Persepsi, Taxi Online, Go-Car, GrabCar, UTAUT, UTAUT2, Penggunaan, Penerimaan.  ABSTRACT The presence of online transport applications that allow transportation services can be booked and paid online has been rife in Indonesia, especially major cities since 2015. One of the transportation that can be ordered online is a taxi. These applications include Go-Jek and Grab. This study aims to determine the factors that affect the acceptance and use of online taxi in Bandar Lampung for customer and driver based on UTAUT and UTAUT2 models. The result of the research indicates that at research on customers using UTAUT2, all seven variables affect the acceptance and use of an online taxi GrabCar. However, price value that does not affect the acceptance and use of Go-Car. Funthermore, acceptance of the driver analyze using UTAUT, the variable of performance expectancy, effort expectancy, and social influence have a positive effect to acceptance and use of Go-Car, while the facilitating condition variable has no effect. Otherwise on the GrabCar, only social influence variables that affect the use and acceptance of this online taxi, while the other three variables have no effect. So in general, although both companies are rival, they have their own customer segmentation. Keywords: Perception, Online Taxi, Go-Car, GrabCar, UTAUT, UTAUT2, Acceptance.

Tipe Karya Ilmiah: Skripsi
Subyek: Q Science (General) > QA Mathematics > QA75 Electronic computers. Computer science
Q Science (General) > QA Mathematics > QA76 Computer software
Program Studi: Fakultas MIPA > Prodi Ilmu Komputer
Depositing User: 201827943 . Digilib
Date Deposited: 08 Aug 2018 08:28
Last Modified: 08 Aug 2018 08:28
URI: http://digilib.unila.ac.id/id/eprint/32739

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