The Influence of Technology Acceptance Model (Tam) and Brand Trust Toward Consumer’s Intention to Buy in TIKET.COM With E-Wom as a Moderating Variable

Abstract

The growing number of online travel agent in Indonesia, pushed tiket.com to compete in increasing its application brand performance and consumer’s perception. This research uses a quantitative method to test the hypothesis regarding Technology Acceptance Model and Brand Trust with E-WOM as a moderating variable. The population of this research is Indonesian consumer that had ever want or made a purchase in tiket.com. The sampling technique used in this research is non-probability sampling method with 110 as its number of respondents. This research used Hierarchical Regression Analysis as its data analysis technique. Based on the test that was done, the results showed that technology acceptance model had a positive and significant effect towards consumer’s intention to buy and brand trust had a positive and significant effect towards consumer’s intention to buy. The result also showed that e-WOM as a moderating variable has a positive but insignificant effect in the relationship between brand trust and consumer’s intention to buy, which means e-WOM as a moderating variable has a strengthening effect although the effect is insignificant in the relationship between brand trust and consumer’s intention to buy in tiket.com.

Analyzing Benefits of Online Train Ticket Reservation App Using Technology Acceptance Model

“…value of 0.014, which is smaller than 0.05. Therefore, it can be concluded that TAM significantly affects consumers' intention to make purchases on tiket.com [24]. This research supports the selection of TAM as an approach to understanding consumer interest in purchasing tickets.…”

The Effect of Gamification and Technology Acceptance Model (TAM) towards Intention to Buy in Online Travel Agent Traveloka

“…In this context, TAM refers to the Technology Adoption Model. Which Lederer et al in Wijaya & Susilo (2021) TAM imply that convenience and utility forecast the app's adoption and use. The degree to which a user embraces and makes effective use of a given technology is often evaluated using this paradigm.…”

“…The degree to which a user embraces and makes effective use of a given technology is often evaluated using this paradigm. Indicators of perceived usefulness and perceived simplicity of use are the building blocks of the Technology Acceptance Model, as described by Pavlou in Wijaya & Susilo (2021). In this context, "how far someone believes in using the system to improve his or her productivity in working" is an acceptable working definition of "perceive usefulness" (PU).…”