Perceptions of Online Taxi Utilization in Bandar Lampung Using UTAUT Model (Unified Theory of Acceptance and Use of Technology)

Abstract

The presence of online transport applications that allow transportation services can be booked and paid online has been rife in Indonesia, especially major cities since 2015. One of the transportation that can be ordered online is a taxi. Two major operators are Go-Jek and Grab. This study aims to determine the factors that affect the acceptance and use of online taxi in Bandar Lampung based on UTAUT and UTAUT2 models. The object of this research is the customer and driver from Go-Car and GrabCar. The result of the research indicates that at research on customers using UTAUT2, almost all variables affect the acceptance and use of an online taxi, except price value that does not affect the acceptance and use of online taxi Go-Car. Furthermore, research on the driver using UTAUT with the variables of performance expectancy, effort expectancy, and social influence have a positive effect to acceptance and use of Go-Car online taxi application, while the facilitating condition variable does not affect. On the other side, only social influence variables that affect the use and acceptance of the GrabCar, while the other three variables do not affect. So in general, although both companies are rival, they have their customer segmentation.