Exploring The Unified Theory of Acceptance and Use of Technology (UTAUT) In Consumer Purchase Decision (The Case of Online Ticket Purchasing in Indonesia During Covid-19)

Reni Dian Octaviani*, Sucherly, Harjanto Prabowo,  Diana Sari

Exploring The Unified Theory of Acceptance and Use of Technology (UTAUT) In Consumer Purchase Decision (The Case of Online Ticket Purchasing in Indonesia During Covid-19)

Authors

Reni Dian Octaviani*, Sucherly, Harjanto Prabowo, Diana Sari

Keywords:

UTAUT, Purchase Decision, Online Purchasing Behavior, Covid-19, Consumers, Indonesia

Abstract

Purpose: This study explores the role of UTAUT with four core constructs which are performance expectancy, effort expectancy, social influence and facilitating conditions on the consumer decision when purchasing a flight ticket online during covid-19 pandemic

Method: The data analysis used in this study was Structural Equation Modeling (SEM) by first testing the variables with confirmatory factor analysis (CFA)

Finding: The result of this study is UTAUT core constructs have an effect of 64.9% on purchasing decisions

Value: The value of this study is filling the gap from previous research which still lacks in exploring the relationship between UTAUT and online purchase decision, especially during the pandemic

Limitation: This study is only limited to the airline ticket industry

Suggestion: Further research is recommended to examine other industries and / or with larger populations

Exploring The Unified Theory of Acceptance and Use of Technology (UTAUT) In Consumer Purchase Decision (The Case of Online Ticket Purchasing in Indonesia During Covid-19)