FACTORS AFFECTING THE ACTUAL USE OF RIDE-HAILING SERVICES (GOJEK/GRAB) IN INDONESIA (JABODETABEK-REGION)

Abstract

Ride-hailing is received great attention and considered a phenomenal means of transportation in Indonesia such as Jakarta Bogor, Depok, Tangerang, and Bekasi (JABODETABEK-Region). Understanding the effect of actual usage intention on ride-hailing service is very important to promote these services. In this study, the Acceptance Model Technology (TAM) became the model of our research framework, which was added 3 variables: personal innovativeness, perceived risk, and actual of use. This research model was empirically tested using questionnaire survey data with 100 participants in JABODETABEK-Region. In this study we used the SmartPLS (Partial Least Square) application, to process questionnaire survey data. The results show that perceived ease of use strong significant perceived usefulness. Perceived ease of use, perceived usefulness and perceived risk support intention behavior, while perceived risk does not have a significant effect on perceived usefulness and personal innovativeness does not have a significant effect on perceived risk. The analysis shows that contrary to our expectations and previous researchers that's negative personal innovativeness does not support perceived usefulness and intention behavior. This difference may occur due to different research areas with different cultures. Based on these results, we recommend further research.

Keywords

• hailing
• tam
• behavioral intention
• actual of use