SALAM, R. Muhammad Fikri (2018) Analysis of Technology Acceptance Model in Understanding Customer’s Decision to Use Go-Pay. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Go-Jek is one of online transportation provider in Indonesia and exactly the pioneer of online transportation trend. At first its only provide transport purpose only, however as the company growth, it extent into another field that can fulfill customer’s needs and wants, such as foods, cleaning services, entertainment, etc. Go-Jek successfully cooperates with another company for their services. To increase the service quality and customer’s satisfaction, Go-Jek introduced Go-Pay to their customer. Go-Pay is transaction feature from Go-Pay which use e-money, in order to use Go-Pay customer have to recharge their balance first. However, at that time the customer still have less knowledge about e-money so they weren’t aware of Go-Pay yet, but Go-Jek started the promo where their customer got free balance and it starting to grow ever since. To attract more Go-Pay user, Go-Jek giving discount on every transaction using Go-Pay and the discounted prices were more than enough to attract customer especially with point system. So, the question is that “Is Go-Pay already accepted by the customer?” to be precise in this study by Bandung customer. Bandung is a commercial city which there is a lot of customers with different background. The research methodology used for this study is a quantitative using online survey, Google Form. The sample of this research is 185, came from Go-Jek users in Bandung who have used Go-Pay at least once. Statistical software SPSS and AMOS is used to analyze the data. The general structural model, which included self-efficacy, perceived ease of use, perceived usefulness, perceived risk, normative beliefs, attitude and behavioral intention, was developed based on the technology acceptance model (TAM). The result proof TAM to be a good theoretical tool to understand customer acceptance of Go-Pay.

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