Analisis Penerimaan Virtual Tour di Sheraton Bali Kuta Resort Berdasarkan Technology Acceptance Model (TAM)

Dewi, Ni Nyoman Sovia Kusuma (2025) Analisis Penerimaan Virtual Tour di Sheraton Bali Kuta Resort Berdasarkan Technology Acceptance Model (TAM). Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to analyze the influence of Social Influence on Perceived Usefulness and Perceived Ease of Use, as well as the influence of Perceived Ease of Use and Perceived Usefulness on Attitude Toward Use and Behavior Intention (BI) in the use of Virtual tour at Sheraton Bali Kuta Resort. This research employs a quantitative approach Use Structural Equation Modeling Partial Least Square (SEM-PLS) for data analysis. The sample consisted of individuals who follow the Instagram account of Sheraton Bali Kuta Resort and have accessed the provided Virtual tour, with a total of 90 respondents. The results show that Social Influence positively and significantly affect on both Perceived Usefulness and Perceived Ease of Use. In addition, Perceived Ease of Use positively and significantly affect Perceived Usefulness, Attitude Toward Use, and Behavior Intention (BI). Perceived Usefulness also positively and significantly affect Attitude Toward Use and Behavior Intention (BI). Meanwhile, Attitude Toward Use positively and significantly affect Behavior Intention (BI). Furthermore, Perceived Usefulness and Perceived Ease of Use positively and significantly affect Behavior Intention (BI) through Attitude Toward Use as a mediating variable. These findings support the TAM model and indicate that a Virtual tour that is easy to use, beneficial, and socially supported can increase users’ intention to use the technology.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Virtual tour, Technology Acceptance Model (TAM), Social Influence, Perceived Usefulness, Perceived Ease of Use, Behavior Intention
Subjects:	Ilmu Ekonomi > Ilmu Manajemen Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions:	Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User:	Ni Nyoman Sovia Kusuma Dewi
Date Deposited:	01 Sep 2025 09:58
Last Modified:	01 Sep 2025 09:58
URI:	https://repository.pnb.ac.id/id/eprint/18662

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