SILNA HASNI DINAR ROSYIDI, . (2024) ANALISIS MINAT PENGGUNA TRANSJAKARTA MELALUI VENDING MACHINE KARTU TRANSJAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Perkembangan teknologi telah mendorong berbagai inovasi dalam sektor transportasi khususnya TransJakarta yang telah menghadirkan inovasi berupa layanan vending machine kartu TransJakarta dengan upaya menciptakan sistem transportasi yang lebih modern, efisien, dan responsive terhadap kebutuhan pengguna. Memahami faktor-faktor penerimaan teknologi baru terhadap minat pengguna penting bagi perusahaan untuk mengembangkan strategi pemasaran yang efektif. Penelitian ini bertujuan untuk mengetahui faktor apa saja yang membentuk minat pengguna TransJakarta melalui vending machine kartu TransJakarta menggunakan teori Technology Acceptance Model (TAM), yaitu perceived ease of use, perceived usefulness, attitude toward using, dan behavioral intention to use yang dirasakan pengguna. Menggunakan metode kuantitatif dengan teknik pengumpulan data melalui survei online yang disebarkan di media sosial melalui Google Forms. Sampel pada penelitian ini seluruh pengguna TransJakarta yang mengetahui tentang layanan vending machine kartu TransJakarta. Data analisis menggunakan SPSS untuk menganalisis teori TAM dan analisis data Exploratory Factor Analysis (EFA). Hasil penelitian menunjukan bahwa faktor-faktor yang membentuk minat pengguna ada tiga faktor utama dari yang sebelumnya empat faktor. Sikap pengguna menunjukan sikap positif dan rasa senang terhadap layanan vending machine. Kebermanfaatan vending machine kartu TransJakarta dapat meningkatkan efisiensi dan bermanfaat bagi pengguna ketika menggunakan layanan tersebut dan Kemudahan layanan vending machine berhasil memenuhi kebutuhan pengguna. ***** Technological developments have encouraged various innovations in the transportation sector, especially TransJakarta which has presented innovations in the form of TransJakarta card vending machine services with an effort to create a transportation system that is more modern, efficient and responsive to user needs. Understanding the factors of acceptance of new technology on user interest is important for companies to develop effective marketing strategies. This research aims to find out what factors shape the interest of TransJakarta users through the TransJakarta card vending machine using the Technology Acceptance Model (TAM) theory, namely perceived ease of use, perceived usefulness, attitude toward use, and behavioral intention to use felt by users. Using quantitative methods with data collection techniques through online surveys distributed on social media via Google Forms. The sample in this study were all TransJakarta users who knew about the TransJakarta card vending machine service. Data analysis uses SPSS to analyze TAM theory and Exploratory Factor Analysis (EFA) data analysis. The research results show that the factors that shape user interest are three main factors from the previous four factors. User attitudes show a positive attitude and enjoyment towards vending machine services. The usefulness of the TransJakarta card vending machine can increase efficiency and be beneficial for users when using this service. The vending machine service has succeeded in providing convenience for users.
Item Type: | Thesis (Sarjana) |
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Additional Information: | 1). Andi Muhammad Sadat, SE., M.Si., Ph.D ; 2). Dewi Agustin Pratama Sari, S.E, M.S.M |
Subjects: | Manajemen > Perilaku Konsumen |
Divisions: | FE > D IV Pemasaran Digital |
Depositing User: | Silna Hasni Dinar Rosyidi . |
Date Deposited: | 13 Aug 2024 06:11 |
Last Modified: | 13 Aug 2024 06:11 |
URI: | http://repository.unj.ac.id/id/eprint/49895 |
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