Where Do Brick and Mortar Travel Agent Customers go? Acceptance of Technology Innovation Theory in the Context of Online Shopping in Indonesia
The rapid development of the internet has opened up so many opportunities for companies to provide the consumers for something more. In Marketing Aspects, marketers today are more oriented to digital coupons in mobile phones or computers, so it will not waste the consumers’ time to actually go to the store and make purchases (Jayasingh and Eze, 2009). In addition to this, the newer system built will help the consumers to get everything more quickly, efficiently and effectively. Therefore, companies are competing to provide a better and sophisticated system so that consumers will feel helped and loyal to the company. One method to determine whether the system built by the company to the consumer is accepted or not is by using Acceptance of Technology Innovation model (ATI) (Amelia, et al., 2018). The company that uses the ATI system in operating and maintaining its company is Traveloka. The online-based company, Traveloka, was founded in 2012 by Ferry Unardi, Derianto Kusuma and Albert. Initially this company only served as an airline ticket search engine, so that consumers can compare flights fare from each airline. In 2013, Traveloka changed its focus to be a web serving online ticket reservation. Innovation from Traveloka did not stop there. On 2014, Traveloka began to expand on the online reservation of hotel rooms. This makes it easier for travelers to directly book flight tickets and hotels practically, easily, quickly and efficiently (www.dailysocial.net is downloaded on the January 12, 2018). Therefore, this study aims to understand the factors that affect the actual usage of online travel agent through Technology Acceptance Model (perceived usefulness, perceived ease of use), Diffusion of Innovation (compatibility) and perceived value as research variables. Research method used in this research is quantitative method and SPSS 22.0 is used to analyze the data. The type of this research is causal research and 150 respondents in Surabaya are used as the research sample. There are seven hypothesis proposed in this research. Based on the results of the study, it shows that there are five significant hypotheses and two insignificant hypotheses. Perceived ease of use and compatibility has no direct significant effect on the actual usage of online consumer in Indonesia. But positive regression coefficient indicates a positive relationship but not significant.
Keywords - Travel Agent, Actual Usage, Technology Acceptance Model, Acceptance of Technology Innovation, and Perceived Value