ANALISIS PENERIMAAN TEKNOLOGI APLIKASI MAXIM OLEH MASYARAKAT KOTA KUPANG DENGAN MODEL TAM
Keywords:
Technology acceptance, Price Value, Transportasi Daring, Maxim, Niat PenggunaanAbstract
ABSTRAK
Perkembangan layanan transportasi daring berbasis aplikasi telah mendorong perubahan perilaku masyarakat dalam memenuhi kebutuhan mobilitas, termasuk di Kota Kupang. Salah satu aplikasi yang digunakan masyarakat adalah Maxim, yang dikenal dengan tarif relatif terjangkau dan kemudahan akses layanan. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi penerimaan dan niat penggunaan aplikasi Maxim dengan menggunakan pendekatan Technology Acceptance Model (TAM) yang diperluas melalui penambahan variabel Price Value (PV). Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data melalui kuesioner terstruktur yang disebarkan kepada pengguna aplikasi Maxim di Kota Kupang. Data yang diperoleh dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) untuk menguji validitas, reliabilitas, serta hubungan kausal antar konstruk. Hasil penelitian menunjukkan bahwa Perceived Ease of Use (PEOU) berpengaruh positif dan signifikan terhadap Perceived Usefulness (PU) dan Attitude Toward Using (ATU). Selanjutnya, Perceived Usefulness (PU) berpengaruh positif terhadap Attitude Toward Using (ATU), namun tidak berpengaruh signifikan secara langsung terhadap Behavioral Intention (BI). Attitude Toward Using (ATU) terbukti berpengaruh positif dan signifikan terhadap Behavioral Intention (BI), sehingga sikap pengguna menjadi faktor kunci dalam mendorong niat penggunaan aplikasi. Selain itu, Price Value (PV) berpengaruh positif dan signifikan terhadap Perceived Usefulness (PU) dan Behavioral Intention (BI), yang menegaskan pentingnya pertimbangan nilai harga dalam konteks layanan transportasi daring. Secara keseluruhan, penelitian ini membuktikan bahwa model TAM yang diperluas dengan variabel Price Value mampu menjelaskan perilaku penerimaan aplikasi Maxim secara lebih komprehensif serta memberikan implikasi teoretis dan praktis bagi pengembangan layanan transportasi daring.
ABSTRACT
The development of application-based transportation services has driven changes in people's behavior in meeting mobility needs, including in Kupang City. One of the applications used by the public is Maxim, which is known for its relatively affordable rates and easy access to services. This study aims to analyze the factors that influence the acceptance and intention to use the Maxim application using the Technology Acceptance Model (TAM) approach supplemented by the addition of the Price Value (PV) variable. This study uses a quantitative method with data collection techniques through structured questionnaires distributed to Maxim application users in Kupang City. The data obtained were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method to test the validity, reliability, and causal relationships between constructs. The results show that Perceived Ease of Use (PEOU) has a positive and significant effect on Perceived Effectiveness (PU) and Attitude Toward Use (ATU). Furthermore, Perceived Effectiveness (PU) has a positive effect on Attitude Toward Used (ATU), but does not have a direct significant effect on Behavioral Intention (BI). Attitude Toward Use (ATU) has been shown to have a positive and significant effect on Behavioral Intention (BI), making user attitude a key factor in driving the intention to use the application. Furthermore, Price Value (PV) has a positive and significant effect on Perceived Effectiveness (PU) and Behavioral Intention (BI), confirming the importance of considering price value in the context of the Maxim transportation service. Overall, this study demonstrates that the TAM model, complemented by the Price Value variable, is able to explain the acceptance behavior of the Maxim application more comprehensively and provides theoretical and practical insights for the development of the Maxim transportation service.
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