Pengaruh Social Media Marketing terhadap Niat Pengguna E-Ticketing Transportasi Air Menggunakan Model Extended TAM
DOI:
https://doi.org/10.35334/45dyqf23Keywords:
e-ticketing; extended Technology Acceptance Model; social media marketing, transportasi air; PLS-SEMAbstract
ABSTRAK
Perkembangan teknologi digital saat ini telah mengubah cara penyedia layanan transportasi berinteraksi dengan pengguna, dimana media sosial menjadi sarana strategis untuk mempengaruhi perilaku konsumen. Studi ini bertujuan untuk mengetahui pengaruh Social Media Marketing (SMM) terhadap niat pengguna dalam menggunakan sistem e-ticketing transportasi air dengan model Extended Technology Acceptance Model (TAM). Sampel penelitian berjumlah 125 pengguna jasa transportasi air yang kemudian dianalisis dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Metode ini digunakan untuk mengevaluasi hubungan antar variabel. Hasil menunjukkan bahwa Social Media Marketing SMM berpengaruh signifikan terhadap Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Attitude Toward Using (ATT) dan Behavioral Intention (BI), baik secara langsung maupun melalui mediasi. Temuan ini menegaskan peran penting SMM dalam meningkatkan adopsi sistem e-ticketing transportasi air melalui pengaruhnya pada faktor kognitif dan motivasional pengguna.
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