Understanding Consumer Behavior with the Use of the Technology Acceptance Model in Online Booking

Abstract

This study aimed to examine consumer buying intention using the Technology Acceptance Model (TAM). This study seeked to determine the direct effect of perceived usefulness, perceived ease of use, and perceived trust on buying intention through online booking applications. This type of research was explanatory, which explained the causal relationship between the variables and used a quantitative approach. The population used in this study was all people who had installed online booking applications. The sampling method of 450 respondents in this study was nonprobability sampling with a purposive sampling technique, whereby the questionnaire was distributed in the form of a survey through social media. Hypothesis testing was carried out using the t-test. Data analysis used multiple linear regression analysis, which was processed with SPSS software. From the results of testing the three hypotheses that had been carried out, it was concluded that the variables of perceived usefulness, perceived ease of use, and perceived trust had a significant and positive effect on the variable of buying intention through online booking applications. Keywords: consumer behavior, Technology Acceptance Model, online booking