ANALYZING CONTINUANCE INTENTION TO ADOPT HOSPITALITY SERVICE APPLICATION BY USING A MODIFIED UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY 2: A CASE STUDY OF AIRBNB IN INDONESIA

SARAH AMALIA HASANA

Informasi Umum

Kode

20.04.3495

Klasifikasi

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

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Marketing

Dilihat

108 kali

Informasi Lainnya

Abstraksi

In Indonesia the number of Internet users is increased since 2013. In 2018, Indonesia is in the sixth world rank with 123 million internet users. There are many kinds of business come up by exploiting the development of technology, one of them is the appearing of varied mobile application in Indonesia either local or foreign products. One of the businesses which based on application in hospitality service is Airbnb. Airbnb is the biggest online marketplace which registers and rent the hospitality service such as home, apartment, or villa, for spending holiday out of the town or abroad. Airbnb expans its business in Indonesia as it considers the country to be one of the most important markets in Asia Pacific and the data show that Airbnb’s growth in Indonesia keeps rising every year. The successful growth of Airbnb application creates opportunities to upgrade the positions of Airbnb by knowing factors that influence its customers in continuing using Airbnb application. This study intended to analyze factors influencing continuance intention of Airbnb application in Indonesia by using a Modified Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) Model with Trust as a new variable. The data were gathered from 400 valid respondents in Indonesia chosen by purposive sampling technique. The result revealed that the factors influence continuance intention adoption of Airbnb application from the highest to the lowest respectively are Habit, Trust, Hedonic Motivation, Price Saving Orientation and Facilitating Condition. The model can predict strongly the continuance intention of consumers towards Airbnb application in Indonesia since the R² is 80.6%. This model can be used by Airbnb management in making decisions to maintain the continuance intention of consumers towards hospitality service adoption by paying attention to those factors and their indicators.