Pengaruh Decision-Making Terhadap Behavioral Intention to Use Pada Pengguna YouTube

  • Clarissa Euvenia Fakultas Bisnis dan Ekonomika Universitas Surabaya, Raya Kalirungkut, Surabaya 60293
  • Siti Rahayu Fakultas Bisnis dan Ekonomika Universitas Surabaya Kalingrungkut, Surabaya 60293 ‐ Indonesia
  • Fitri Novika Widjaja Fakultas Bisnis dan Ekonomika Universitas Surabaya Kalingrungkut, Surabaya 60293 ‐ Indonesia
Abstract Views: 13 PDF Downloads: 23
Keywords: Attitude, Intention to Use, Perceived Ease of Use,, Perceived Enjoyment, Perceived Trustworthiness, Perceived Usefulness, Niat Penggunaan, Persepsi Kegunaan, Persepsi Kemudahan Penggunaan, Persepsi Kenikmatan, Persepsi Kepercayaan, Sikap

Abstract

Abstract — This scientific work discusses the influence of social media, especially YouTube on potential traveler in preparing travel pl ans. Perceived usefulness and perceived ease of use when using social media in making vacation decisions are the main factors that are considered to have an influence on the attitudes and intentions of using social media by potential travelers. In addition there are other t hings that affect the attitudes and intentions of using YouTube by potential travelers, namely the perception of perceived enjoyment and perceived trustworthiness. This research is a quantitative research. There are 13 hypotheses, 7 of them are not supported and 6 others are supported. 7 unsupported hypotheses show that YouTube is not the only social media that is used to find information about travel, Instagram, Google, and other social media that can be used to find information that can help travel planning.
Keywords: Attitude, Intention to Use, Perceived Ease of Use, Perceived Enjoyment, Perceived Trustworthiness, Perceived Usefulness


Abstrak— Karya Ilmiah ini membahas tentang pengaruh media sosial terutama YouTube terhadap para calon wisatawan dalam menyusun perencanaan perjalanan. Persepsi kegunaan dan persepsi kemudahaan penggunaan yang dirasakan saat menggunakan media sosial dalam membuat perencanaan perjalanan menjadi faktor-faktor utama yang dianggap memiliki pengaruh terhadap sikap dan niat penggunaan media sosial oleh calon wisatawan. Di samping itu ada hal lain yang mempengaruhi sikap dan niat penggunaan YouTube oleh calon wisatawan, yakni persepsi kenikmatan dan persepsi kepercayaan. Penelitian ini adalah penelitian kuantitatif. Terdapat 13 hipotesis, 7 diantaranya tidak terdukung dan 6 lainnya terdukung. 7 hipotesis tidak terdukung menunjukkan bahwa YouTube bukan merupakan satu-satunya media sosial yang digunakan untuk mencari informasi seputar wisata, adanya Instagram, Google, dan media sosial yang lain yang dapat digunakan untuk mencari informasi yang dapat membantu perencanaan perjalanan.
Kata kunci: Niat Penggunaan, Persepsi Kegunaan, Persepsi Kemudahan Penggunaan, Persepsi Kenikmatan, Persepsi Kepercayaan, Sikap

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Published
2020-05-31