Penerapan Model Penerimaan Teknologi terhadap KAI Commuter Jabodetabek untuk Mendorong Perilaku Prolingkungan Berkelanjutan
Abstract
Sistem transportasi berbahan bakar fosil bertanggung jawab atas sebagian besar emisi transportasi di kota - kota besar. Untuk mengurangi emisi yang dihasilkan dari transportasi perkotaan tersebut, penggunaan transportasi umum merupakan metode yang direkomendasikan secara global. Sebagai upaya untuk mendukung keberhasilan adopsi transportasi umum oleh masyarakat, penelitian ini dilakukan dengan mengimplementasikan model penerimaan teknologi terhadap KAI Commuter Jabodetabek. Model penerimaan teknologi dikembangkan dengan tiga variabel utama yaitu persepsi kegunaan, persepsi kemudahan penggunaan, dan sikap terhadap KAI Commuter Jabodetabek. Adapun indikator keberhasilan penggunaan transportasi umum ditinjau melalui variabel loyalitas penumpang. Dengan menggunakan studi survei cross-sectional, sebanyak 352 pekerja komuter di wilayah greater Jakarta dilibatkan sebagai partisipan. Hasil penelitian menunjukkan bahwa faktor sikap terhadap KAI Commuter Jabodetabek memediasi secara penuh dalam hubungan antara persesi kegunaaan dan loyalitas penumpang serta memediasi secara parsial dalam hubungan antara persesi kemudahan penggunaan dan loyalitas penumpang. Hal ini mengindikasikan bahwa keputusan penumpang untuk menggunakan atau menolak menggunakan layanan KAI Commuter Jabodetabek bergantung pada rasio manfaat dan kemudahan yang ditawarkan.
Keywords
References
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