Technology Acceptance Model to Test GO-JEK Acceptance in Salatiga

Abstract

The emergence of online-based transportation technology in Salatiga brings up various new phenomena in the community. The dispute between the conventional and online drivers triggers the government to issue a regulation on online transportation. However, unavoidable technological development keeps GO-JEK operating in spite of the various problems. This study examines how GO-JEK can adapt and be accepted in Salatiga especially among drivers. Using Technology Acceptance Model, this research analyzes the factors that influence the acceptance of GO-JEK technology. The research was conducted qualitatively by analyzing the phenomena emerged among the drivers when using the application to take orders. The results obtained were the discovery of new external variables affecting the process of GO-JEK acceptance; technology supports, external policies, market shares and competitions. This is in contrast to Technology Acceptance Model theory which only includes the trends variables and changes occuring in the community as the external factors affecting the acceptance of a new technology. The results of this study are expected to be an input for GO-JEK in improving its quality so that it can keep on competing in this era of technology.