Muhammad Tanzil Kaila, Rini Nuraini

PENGEMBANGAN MODEL PENERIMAAN PENGGUNA APLIKASI TIX.ID MENGGUNAKAN PENDEKATAN TECHNOLOGY ACCEPTANCE MODEL (TAM) DAN ANALISIS SEM

Introduction

Pengembangan model penerimaan pengguna aplikasi tix.id menggunakan pendekatan technology acceptance model (tam) dan analisis sem. Pahami penerimaan pengguna aplikasi Tix.id dengan TAM & SEM. Analisis pengaruh kemudahan dan kebermanfaatan pada sikap pengguna terhadap aplikasi tiket bioskop online.

Abstract

The development of information technology has transformed people's behavior in accessing online entertainment services. One of the widely used innovations is Tix.id, a cinema ticket booking application developed by PT Nusantara Elang Sejahtera, part of the Emtek Group, in 2018 in collaboration with Bioskop XXI. This study aims to analyze the level of user acceptance of Tix.id using the Technology Acceptance Model (TAM), which includes the variables Perceived Ease of Use (PEOU), Perceived Usefulness (PU), and Attitude Toward Using (ATU). The analysis was conducted using the Structural Equation Modeling (SEM) approach with AMOS software based on questionnaire data from active users in Jakarta. The results indicate that all relationships among variables are positive and significant, with Chi-square = 38.06; df = 41; p = 0.60213; RMSEA = 0.000, indicating that the model demonstrates a good fit. These findings suggest that perceived ease of use and perceived usefulness have a strong influence on users’ attitudes toward using the Tix.id application.

Review

The submitted paper, "PENGEMBANGAN MODEL PENERIMAAN PENGGUNA APLIKASI TIX.ID MENGGUNAKAN PENDEKATAN TECHNOLOGY ACCEPTANCE MODEL (TAM) DAN ANALISIS SEM," addresses a highly relevant and timely topic concerning user acceptance of digital entertainment services. Focusing on Tix.id, a prominent cinema ticket booking application, the study aims to analyze user acceptance using the well-established Technology Acceptance Model (TAM). Given the rapid evolution of online service platforms and their impact on consumer behavior, understanding the factors influencing user adoption and satisfaction is crucial for both academic research and industry practice. The paper's clear objective and application to a specific, widely used platform make it potentially valuable for stakeholders in the digital entertainment sector. A significant strength of this research lies in its robust methodological approach. The application of the TAM framework, incorporating Perceived Ease of Use (PEOU), Perceived Usefulness (PU), and Attitude Toward Using (ATU), provides a sound theoretical lens for investigating user acceptance. The choice to employ Structural Equation Modeling (SEM) with AMOS software to analyze questionnaire data from active users in Jakarta further enhances the study's analytical rigor. This comprehensive statistical approach allows for the examination of complex relationships between variables, offering a deeper insight into the psychological factors that shape users' attitudes towards the Tix.id application. The results reported are compelling and consistent with established TAM literature, indicating positive and significant relationships among all variables. The impressive model fit statistics (Chi-square = 38.06; df = 41; p = 0.60213; RMSEA = 0.000) strongly support the validity of the proposed model in the context of Tix.id. These findings underscore the critical importance of both perceived ease of use and perceived usefulness in influencing users' attitudes toward the application. For Tix.id and similar service providers, these results offer direct practical implications, emphasizing the need for intuitive design and clear value proposition to foster positive user attitudes and drive sustained engagement. Future research could extend this model to include 'Behavioral Intention to Use' for a more complete picture of actual adoption, or explore moderating factors across different demographic segments.

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