Investigasi Perilaku Mahasiswa Pengguna Aplikasi Ride-hailing Menggunakan Technology Acceptance Model (TAM): Perspektif Perceived Risk dan Environmental Awareness

Investigation of the Behavior of Students Who Use Ride-Hailing Applications Using the Technology Acceptance Model (TAM): Perspectives of Perceived Risk and Environmental Awareness

Penelitian ini bertujuan untuk memberikan analisis mengenai pengaruh personal innovativeness terhadap perceived ease of use dan perceived risk, pengaruh perceived ease of use dan perceived risk terhadap behavioral intention, serta pengaruh environmental awareness terhadap behavioral intention. Penelitian ini menggunakan TAM dan dilakukan pada mahasiswa Pendidikan Administrasi Perkantoran Angkatan 2021-2024 dengan jumlah sampel 274 mahasiswa. Teknik analisis data menggunakan Structural Equation Modeling (SEM)-Generalized Structured Compenent Analysis (GSCA) dengan software GSCA-pro versi 1.2.1.0. Hasil penelitian ini menyatakan bahwa personal innovativeness memiliki pengaruh positif signifikan terhadap perceived ease of use dan perceived risk, perceived ease of use memiliki pengaruh positif signifikan terhadap behavioral intention, namun perceived risk tidak memiliki pengaruh positif signifikan terhadap behavioral intention, environmental awareness memiliki pengaruh positif signifikan terhadap behavioral intention. Penelitian ini memberikan kontribusi terhadap pengembang aplikasi ride-hailing khususnya Gojek dalam mengevaluasi faktor-faktor penentu perilaku dalam mempengaruhi niat pengguna, serta sebagai materi pembelajaran tambahan yang relevan, khususnya di mata kuliah terkait seperti sistem informasi manajemen, perilaku organisasi dan teknologi perkantoran.

This study aims to provide an analysis of the influence of personal innovativeness on perceived ease of use and perceived risk, the influence of perceived ease of use and perceived risk on behavioral intention, and the influence of environmental awareness on behavioral intention. This study uses TAM and was conducted on students of the Office Administration Education Program, Class of 2021-2024, with a sample size of 274 students. Data analysis techniques use Structural Equation Modeling (SEM)-Generalized Structured Component Analysis (GSCA) with GSCA-pro software version 1.2.1.0. The results of this study indicate that personal innovativeness has a significant positive influence on perceived ease of use and perceived risk, perceived ease of use has a significant positive influence on behavioral intention, but perceived risk does not have a significant positive influence on behavioral intention, and environmental awareness has a significant positive influence on behavioral intention. This study contributes to the development of ride-hailing applications, particularly Gojek, in evaluating the determinants of behavior that influence user intent, as well as providing relevant supplementary learning material, particularly in related courses such as management information systems, organizational behavior, and office technology.