TUGAS RISET PEMASARAN

HUBUNGAN ANTARA PERCEIVED EASE OF USE

DENGAN ACCEPTANCE, BEHAVIORAL INTENTION, DAN
PERCEIVED USEFULNESS

Disusun Oleh:
Nama Mahasiswa

: Theodora Mita

No Registrasi

: 8135128155

PENDIDIKAN TATA NIAGA NON REGULAR 2012

JURUSAN EKONOMI DAN ADMINISTRASI
FAKULTAS EKONOMI
UNIVERSITAS NEGERI JAKARTA
JAKARTA, 2014
Kampus Universitas Negeri Jakarta, Jalan Rawamangun muka, Jakarta 13220
Telp/Fax: Rektor :021 4893854, PR I: 4895130, PR II: 4893918, PR III: 4892926 , PR IV 4893928

BAB I
PENDAHULUAN
1.1. TABEL JUDUL
No
Judul Artikel
1
The effect of environmentally
friendly perceptions on festival
visitorsdecision making
process using an extend
model of goal-directed
behaviour
2
Adoption of instant messaging
by travel agency workers in
Taiwan: Integrating technology
readiness with the theory of
planned behavior
3
Social network for the choice
of tourist destination: attitude
and behavioral intention
4
Gendered theory of planned
behavior and residents
support for tourism
5
Predictors Of Attitude and
Intention To Revisit a Wines
cape
6
Exploring Tourist Adoption Of
tourism Mobile Payment: An
Empirical Analysis
7
Positive Expectation: a
Suicces Factor of Mobile
Tourism Marketing
8
Travelers Intent to Purchase
Tourism Products and
Services Online
9
The Influence of Travel
Motivations and Social Factors
on Travel Web Site Usage
among Malaysian Travellers

Penulis dan Tahun

Hak Jun Song, Choong Kie lee,
Soo K.Kang, Sung-Jin Boo, 2012

Yueh-Chun shih dan Shin_Tsen

Fan, 2013

Loredana Di Pietro dan

Francesca Di Virgilio, Eleonara
Pantano, 2011
Robin Nunkoo dan Haywantee
Ramkissoon, 2010
Ben Thomas, Vanessa Ann
Quintal, Ian Phau
Runhua Peng, Li Xiong,
Zhenqing Yang, 2012
Alaa Al Sarabi, 2012

Robin Nunkoo, Haywantee

Ramkissoon, Thanika Devi
Juwaheer,
Norzalita Abd Azis, Ghazali
Musa dan Ainin Sulaiman, 2010

10

11

12

13

14

15

16

17

18

The Effects of Website Trust,

Perceived Usefulness on
Consumers Online Booking
Intention: Evidence from
Taiwan B&B Sector
Applying the extended theory
of planned behavior to predict
the intention of visiting a green
hotel
Extended Technology
Accaptence Model for SPSS
Acceptance Among Slovenian
Students Of social Sciences
An Evaluation on the Attitudes
of Residents in Georgetown
towards the impacts of
Tourism Development
The Application of the Theory
of Planned Behavior to the
Construction of Biodiversity
Conservation in Naying
Coastal National Scenic Area.
Applying The Theory of
Planned behavior to explore
the independent travelers
behavior
A Predictive Model Of
Behavioral Intention to Spa
Visiting: An Extended Theory
of Planned Behavior
Community Accaptance of
Knowledge Sharing System in
the Travel and Tourism
Websites: An Aplication of an
extension of tam
Does Food Quality Really
Mater In Restaurants? Its
Impact On Customer
Satisfaction and Behavioral
Intentions

Yi-Hsuan Lai, Hsiu-Chin Huang,

Ruey-Shan Lu, Chia-Ming
Chang, 2013

Kun-Shan, Wu dan Yi-Man Teng,

2011

Alenka Brezavscek, Petra Sparl,

Anja Znindarsic, 2014

Lim Poh Ling, Shaharudin

Jakpar, Anita Johari, Khin Than
Myint, dan Nazatul Shima Abdul
Rani, 2011
Chyi Shen, Hsing-Ming Lee,
Ting-yi Chen,

Chih-Yung Tsai, 2010

Soo Hyun Kim, Seung Hyun Kim,

Chang Huh, Bonnie Knutson,
2010
Nor Laila Md nor, Mardziah
Hashim, Halilah Haron, Salwa
Ariffin, 2003

Young Namkung and

SooCheong Jang, 2007

19

20

21

22

23

24

25
26

27

28

Investigating the role of

festivalscape in culinary
tourism: The case of food and
wine events
A study of user accaptence of
destination management
systems in Taiwan tourism
with the modified technology
accepatance model
Consumer greenwashing:
using the theory of planned
behavior to explain unetihical
consumer behavior
Applying the extended
technology acceptance model
to understand online purchase
behavior of travels
A study on the acceptance of
information technologies from
the perspectives of the
academicians in turkey
The aplication of technologies
acceptance model on healt
tourism e-purchase intention
predictors in Thailand
Computers in human behavior
Factors influencing local
resident support for tourism
development: A structural
Equation Model
Antecedents of Actual Visit
Behavior amongst
International Tourists
in Jordan: Structural Equation
Modeling (SEM) Approach
Evaluating behavioral
intentions of tourist in etourism

Michaela C. Mason, Adriano

Paggiaro, 2011

Hsing-Chau Tseng, Pauline PeiNing Tu, Yun-Chen lee, TsungSheng Wang, 2012

Schielke, Altobeli, 2012

Nunkoo, Juwaheer dan

Rambhujun, 2013

Tarcan, Varol dan Toker, 2010

Phatthanna dan Mat, 2013

Tennyson, Kirschner dan Wu,

2011
Untong, Ard, Ramos,
Sangkakaron dan Maquieira

Dr. Ayed Mohd Al Muala, 2011

Persaei, Rezaei, Arab Jafari,

2014

29

30

Resident support for tourism

development: the role of
resident place image and
perceived tourism impact
Technology acceptance
analysis of local government
tourism website

Stylidis, Biran, Sit dan Szivas,

2014

Yu-Chin Chen dan Chia-Yen

2011

1.2. RUMUSAN MASALAH

1.2.1. Apakah terdapat hubungan positive antara perceived ease of use
dengan acceptance?
1.2.2. Apakah terdapat hubungan positive antara perceived ease of use
dengan perceived usefulness?
1.2.3. Apakah terdapat hubungan positive antara perceived ease of use
dengan behavioral intention?
1.2.4. Apakah terdapat hubungan positive antara perceived usefulness
dengan acceptance?
1.2.5. Apakah terdapat hubungan positive antara perceived usefulness
dengan behavioral intention?

1.3. TUJUAN PENELITIAN

1.3.1. Untuk mengetahui hubungan positive antara perceived ease of
use dengan acceptance
1.3.2. Untuk mengetahui hubungan positive antara perceived ease of
use dengan perceived usefulness
1.3.3. Untuk mengetahui hubungan positive antara perceived ease of
use dengan behavioral intention
1.3.4. Untuk mengetahui hubungan positive antara perceived
usefulness dengan acceptance
1.3.5. Untuk mengetahui hubungan positive antara perceived
usefulness dengan behavioral intention

BAB II
LANDASAN TEORI
2.1. TABEL VARIABEL BEBAS DAN VARIABEL TERIKAT
No
1.
2.

3.

4.
5.

Variabel
Bebas

Hubungan

Variabel
Terikat

Penulis, Tahun

Perceived
ease of use
Perceived
ease of use

Acceptance

Sarabi&Barakat, 2012

Perceived
usefulness

Perceived
ease of use

Behavioral
Intention

Perceived
usefulness
Perceived
usefulness

Acceptance

Brezavscek, Sparl,
Znidarsic, 2014
Lai, Huang, Lu &
Chang, 2012
Noor, Hashim, Haron
& Ariffin, .
Peng, Xiong &Yang,
2012
Tseng, Tu , Lee &
Wang, 2012
Tarcan , Varol &
Toker, 2010
Brezavscek, Sparl &
Znidarsic, 2014
Nunkoo, Juwaheer,
&Rambhunjun, 2013
Sarabi&Baraka, 2012

Behavioral
Intention

Brezavscek, Sparl &

Znidarsic, 2014
Nunkoo, Juwaheer,
&Rambhunjun, 2013

2.2. MODEL PENELITIAN

Acceptance
H1 +
H4 +

Perceived
ease of use

H2 +

H3 +

Perceived
usefulness
H5 +

Behavioral
Intention

2.3. HIPOTESIS
H1. Terdapat hubungan positive antara perceived ease of use dengan
acceptance
H2. Terdapat hubungan positive antara perceived ease of use dengan
perceived usefulness
H3. Terdapat hubungan positive antara perceived ease of use dengan
behavioral intention
H4. Terdapat hubungan positive antara perceived usefulness dengan
acceptance
H5. Terdapat hubungan positive antara perceived usefulness dengan
behavioral intention

BAB III
METODOLOGI PENELITIAN
3.1. TABEL SAMPEL
No

Penulis,
Tahun

Jumlah
Sampel

Teknik
Pengambilan
Sampel
Convenient
sampling

1.

Sarabi &
Barakat, 2012

375

2.

Brezavscek,
Sparl,
Znidarsic, 2014

329

Web page link

based

3.

Lai, Huang, Lu
& Chang, 2012

359

Convenient
sampling

4.

Noor, Hashim,
Haron & Ariffin,
.

262

Random
Sampling

5.

Peng, Xiong
&Yang, 2012

421

Convenient
sampling

6.

Tseng, Tu , Lee
& Wang, 2012

269

Convenient
sampling

7.

Tarcan , Varol
& Toker, 2010
Nunkoo,
Juwaheer, &
Rambhunjun,
2013

510

Web page link

based
Convenient
sampling

8.

150

Karakteristik
Sampel
Tourists age
18 and above
in Saudi
Arabia
University
student of
social
sciences for
seven
faculties at
three
Slovenian
universities
30 B & B
sector in
Taiwan
Member of
www.virtualto
ur.com
Tourism
payment
users
Taiwan
tourism
Academician
s in turkey
Travelers
visiting
Mauritius
2012

Teknik
Analisis
Data
Multiple
regression

Regression
analysis

Structural
equation
modeling
Rotation
Component
Matrix
Structural
equation
modeling
Structural
equation
modeling
If item
deleted
Multiple
regression

9.

Song, Lee,
Kang & Boo,
2012

10. Nunkoo,
Ramkissoon &
Juwaheer,

400

Convenient
sampling

438

Convenient
sampling

Korean visitor
who attended
the Boryeong
Mud festival
in 2010
Tourists
visiting the
island of
Mauritius
october 2009
& february
2010

Structural
equation
modeling

LISREL
structural
equation
analysis
package

3.2. TABEL OPERASIONAL VARIABEL

No. Penulis, Tahun Indikator
Perceived ease of use
1.
Tarcan , Varol & Learning to operate
technology is easy for me
Toker, 2010
I find it easy to get the
technology to do what I
want to do
My interaction with the
technology is clear and
understandable
Overall, I find the
technology easy to use
Noor, Hashim,
Using the site, I find it easy
2.
Haron & Ariffin,
to get the website to do
.
what I want it to do
Learning ti operate
www.virtualtour.com is easy
to use especially in sharing
what I have to others
Using the site, I find it very
easy to participate in
sharing experience
Brezavscek,
I find it easy to get SPSS to
3.
Sparl, Znidarsic,
do what I want to do
2014
My interaction with SPSS is
understandable and clear
I find SPSS to be flexsible
to interact with
It is easy for me to become
skilful at using SPSS

Skala
Likert scales

Likert scales

Likert scales

4.

Nunkoo,
Ramkissoon &
Juwaheer,

5.

Duffy, 2013

Acceptance
1.
Tsai, 2010

Learning to use the internet Likert scales

for shopping of travel
product was easy for me
Using the internet to
purchase travel products
does not require a lot of
mental effort
The internet would be easy
to use to make my travel
purchase
On the site everything is
Likert scales
easy to understand
I can find information easily
on the site
When I navigate round the
site, I feel that I am in
control
Regular updates mean the
information is fresh
Aggregating the reviews
into ranking makes it easier
to choose a hotel
I can personalize the site for
my needs
I can easily compare
different hotels using the
site
Engage in self travel,
Likert scales
allows you to get involved or
rapture
Do you think engaging in
self travel is good for you?
Engage in self travel, you
feel very comfortable
Engage in self travel you
feel time flies
Do you think tourism is a
waste of time engage in self
travel?
You are in favor of
increasing leisure time to
Engage in self travel
If you have enough money
and time, you will engage in
more self travel
Do you think tourism can
bring you to engage in

pleasure?
Do you think engage in self
travel allows you to travel
enjoyable experience?
Do you think engage in self
travel, you enjoy at your
own pace?
Do you think engage in self
travel, not a waste of
time?
If you choose, you will
increase the time to engage
in self travel
You like self travel
Do you think engage in self
travel is new and
interesting?
I think visiting the mud
2.
Song, Lee,
festival is positive behavior
Kang & Boo,

I think visiting the mud

2012
festival is valuable behavior
I think visiting the mud
festival is beneficial
behavior
I think visiting the mud
festival is necessary
behavior
It is possible that the hotel I
3.
Duffy, 2013
choose will not be good
value for money
It is possible that the hotel I
choose will be waste of time
It is possible that the hotel I
choose will not provide
satisfaction
4.
Tarcan , Varol & I think using technology is
beneficial behavior
Toker, 2010
I think using technology is
positive behavior
I think using technology is
beneficial behavior
Brezavscek,
I think using SPSS is
5.
Sparl, Znidarsic,
positive behavior
2014
I think using SPSS is
beneficial behavior
Perceived usefulness
1.
Tarcan , Varol & Using technology increases
my productivity

Likert scales

Likert scales

Likert scales

Likert scales

Likert scales

Toker, 2010

2.

Noor, Hashim,
Haron & Ariffin,
.

3.

Brezavscek,
Sparl, Znidarsic,
2014

4.

Nunkoo,
Ramkissoon &
Juwaheer,

Using technology improves

my job performance
Using technology enhances
my effectiveness on the job
Using technology makes it
easier to do my job
Overall, I find technology
useful in my job
www.virtualtour.com is
Likert scales
useful in providing idea of
budget and place to go for
vacation
www.virtualtour.com is
useful when many members
share their photos, videos,
experiences, and tips to
others via the web
www.virtualtour.com will
allow me to make friends
from all over the world
www.virtualtour.com is
useful when member are
able to have gathering and
meetings annually, to get to
know each others by
sharing their knowledge and
experiences
SPSS use can improve my
Likert scales
job performance
SPSS use can make it
easier to do my job
SPSS use in my job can
increase my productivity
I find SPSS useful in my job
SPSS use would enable me
to accomplish statistical
analysis more quickly
Using the internet to acquire Likert scales
travel products would permit
me to purchase more
efficiently
Using the internet to acquire
travel products would permit
me to purchase more
quickly
Using the internet to acquire
travel products would be
useful

5.

Duffy, 2013

Behavioral intention
Brezavscek,
1.
Sparl, Znidarsic,
2014

2.

Song, Lee,
Kang & Boo,
2012

3.

Tsai, 2009

I believe the site is sincere

Likert scales
in helping me
I do not doubt in the
integrity of the site
I belive the service given by
the site is done with their
best judgment
I expect that the site has
good intention towards me
I expect that the site puts
customers interest before
its own
I expect that the site is well
meaning
The site is a competent
information provider
The site really knows what
travelers want
The site is able to server the
readers well
I always try SPSS to
Likert scales
conduct a task whenever it
has a feature to help me
perform it
I always try SPSS is as
many cases / occasions as
possible
SPSS has lots of exciting
functions that I intend to use
I intend to increase my use
of SPSS in the future
I will make an effort to
Likert scales
revisit the mud festival in
the near future
I have an intention to revisit
the mud festival
I am willing to revisit the
mud festival
I am willing to spend time
and money to revisit the
mud festival
You will be encouraged
Likert scales
friends and family involved
in independent travel
You will be promoted the
advantages of independent
travel to your friends and

4.

Namkung and
jang,

5.

Duffy, 2013

family
You will be promoted
independent travel to your
friends and family
If you want to tourism
activities, self-travel is your
preferrend
If has the opportunity now,
you will be able to
participate in self-travel
Even if the participation of
independent travel to pay a
higher price, you are still
willing to participate
I would like to come back to
this restaurant in the future
I would recommend this
restaurant to my friends or
others
I would say positive thing
about this restaurant to
others
I would book mark the site
I would recommend the site
to friend
I would book a hotel after
using to the site
I would sign up as member
at the site
I would go to another site to
compare with TripAdvisor
I would use TripAdvisor
again in the future

Likert scales

Likert scales