CUSTOMER CONTINUANCE INTENTION TOWARDS SMART MOBILITY ADOPTION ( A CASE STUDY ON LRT PALEMBANG)

PUTRI AYU NIDYA KESUMA

Informasi Umum

Kode

20.04.3491

Klasifikasi

658.8 - Marketing, Management of Distribution/Marketing, Manajemen Distribusi

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Marketing

Dilihat

49 kali

Informasi Lainnya

Abstraksi

Palembang is a densely populated city in Indonesia. The total population in Palembang reaches 1.5 million. In the past two years, Palembang has also become a city where ASEAN games are held. Therefore, to facilitate transportation facilities and facilitate ASEAN games, the government built LRT as a means of transportation in Palembang. Within a month, the data has been recorded that the LRT passengers reached about 198.300 since the public enthusiasm for LRT is relatively high. The success of LRT can be seen as the opportunity to analyze customer continuance intention of LRT users in adopting LRT. This research was intended to test the measurement tools based on UTAUT 2 model from Venkatesh et. al., (2012) with some modifications. Perceived Security variable has been added as a new factor in modified UTAUT 2 model. Furthermore, the measurement tool has been tested by using 30 respondents. The pilot test revealed that the measurement model of 9 variables and 45 items has fulfilled the validity and reliability requirements. The result revealed that 4 factors on the Modified UTAUT2 Model have a significant influence towards user’s continuance intention in adopting LRT as smart mobility, namely Social Influence, Facilitating Conditions, Habit and Perceived Security. Meanwhile, the moderating variable of Gender and Age there is no positive and significant. The model can predict strongly the continuance intention of consumers towards LRT services in Palembang since the R2 is 72.1%. This model can be used by LRT management in making decisions to maintain the continuance intention of consumers towards LRT adoption by paying attention to those factors and their indicators.

Keywords : Smart city, Smart mobility, LRT, Indonesia, Palembang, UTAUT2