Published date: Mar 22 2024

Journal Title: KnE Social Sciences

Issue title: International Conference on Engineering Management and Sustainable Innovative Technology (ICEMSIT)

Pages: 129–139

DOI: 10.18502/kss.v9i10.15716

Raden Alamsyah SutantioState Polytechnic of Jember, Jember, Indonesia

Siti Komariyahsitikomariyah.feb@unej.ac.idFaculty of Economic and Business, University of Jember, Jember, Indonesia

R. Andi SularsoFaculty of Economic and Business, University of Jember, Jember, Indonesia

Mochammad Farid AfandiFaculty of Economic and Business, University of Jember, Jember, Indonesia

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

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