Analisis Extended Theory of Planned Behavior (ETPB) terhadap Perilaku Masyarakat Kota Tanjungpinang dalam Menggunakan Transportasi Online
DOI:
https://doi.org/10.38035/jim.v4i4.1233Keywords:
Extended of Planned Behavior (ETPB), Intention to use, online TransportationAbstract
Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi perilaku masyarakat Kota Tanjungpinang dalam menggunakan layanan transportasi online melalui pendekatan Extended Theory of Planned Behavior (ETPB). Model ETPB diperluas dengan menambahkan variabel accessibility, service quality, dan trust ke dalam kerangka dasar TPB (attitude, subjective norm, dan perceived behavior control). Data ini dikumpulkan melalui kuesioner dari 365 responden dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa semua variabel berpengaruh signifikan terhadap intention to use, kecuali accessibility terhadap attitude. Attitude menjadi mediator terkuat, diikuti oleh subjective norm dan perceived behavior control. Penelitian ini memberikan implikasi teoritis bagi pengembangan ETPB dalam konteks transpotasi online serta rekomendasi praktis bagi pemerintah dan penyedia layanan untuk meningkatkan kualitas dan kebijakan transportasi berbasis aplikasi.
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