USING TECHNOLOGY ACCEPTANCE MODEL TO MEASURE USER INTENTION IN APPLYING FOR ONLINE MOVIE TICKETING SERVICE: A STUDY ON BLITZMEGAPLEX'S BLITZCARD

YUDHISTIRA PUTRA PRADANA, Syaiful Ali, S.E., M.I.S., Ph.D.

2015 | Skripsi | S1 AKUNTANSI

Blitzmegaplex yang merupakan perusahaan teater film kedua di Indonesia telah meluncurkan layanan ticketing online-nya sendiri sejak 2010 yang bernama Blitzcard. Walaupun layanan tersebut memberikan banyak keuntungan, sampai saat ini antusiasme pelanggan Blitzmegaplex untuk mendaftarkan dirinya untuk menggunakan layanan ini masih kecil. Penelitian ini bertujuan untuk meneliti bagaimana faktor-faktor yang terdapat di Technology Acceptance Model 2 mempengaruhi intensi penggunaan Blitzcard tersebut. Diharapkan hasil dari penelitian ini bisa memberikan informasi kepada Blitzmegaplex mengenai bagaimana para pelanggan melihat layanan mereka dan bagaimana cara mengembangkan layanan tersebut. Faktor-faktor yang digunakan dalam penelitian ini dibagi menjadi dua kategori yaitu (1) social instrumental processes (subjective norm dan image), dan (2) cognitive instrumental processes (results demonstrability dan perceived ease of use). Faktor-faktor ini kemudian akan diuji mengenai bagaimana pengaruhnya terhadap persepsi pelanggan (perceived usefulness), yang merupakan determinan utama dalam menentukan intensi penggunaan. Responden yang ikut serta dalam penelitian ini dibagi ke dalam dua kategori yaitu (1) pengguna Blitzcard dan (2) bukan pengguna Blitzcard yang mengetahui tentang mekanisme penggunaan Blitzcard dan kegunaannya. Hasil dari penelitian ini menunjukan bahwa perceived usefulness yang positif yang kemudian akan mempengaruhi intensi penggunaan dipengaruhi oleh subjective norm, results demonstrability, dan perceived ease of use. Di sisi lain, image telah terbukti tidak memiliki efek positif terhadap perceived usefulness.

Blitzmegaplex, the second largest movie theater line in Indonesia, has launched their own online movie ticketing service in 2010 called the Blitzcard. Despite its numerous benefits, there is still a lack of enthusiasm from the Blitzmegaplex customers to apply for the service. This study aims to examine how the factors of the Technology Acceptance Model 2 affected the customer's use intention of the Blitzcard. It is hoped that the result of this research would give some insights for Blitzmegaplex on how the customers view their service, and how to further improve it to attract more users. The factors are divided into two categories, which are (1) social instrumental processes (subjective norm and image), and (2) cognitive instrumental processes (results demonstrability and perceived ease of use). These factors will then be tested on how it influenced customers in creating a perception of the Blitzcard usefulness (perceived usefulness), which is the core determinant of the use intention. Respondents for this research were divided into two categories, which are (1) Blitzcard users, and (2) non-Blitzcard users who are aware of the Blitzcard's usage mechanism and its functions. The result of this study have shown that positive perceived usefulness that leads to an intention to use among customers were influenced by subjective norm, results demonstrability, and perceived ease of use. On the other hand, image was proven to not have a positive effect towards the perceived usefulness.

Kata Kunci : Movie Theater, Electronic Ticketing, Mobile Ticketing, Technology Acceptance Model, Linear Regression