Abstract:
Purpose
The purpose of this study is to investigate the intention of Indonesian generation Y
West Java province consumers to use the services of Grab Car and the factors that
influence this intention. The independent variables are Perceived Usefulness,
Perceived Ease of Use, Subjective Norm, and Perceived Behavioral Control.
Additionally, Attitude Toward Behavior become mediating variable for Perceived
Usefulness and Ease of Use toward Behavioral Intention to Use.
Design
A 40 items instrument was distributed to Grab Car generation Y customers. The
approach used was quantitative research with non-probability sampling technique,
specifically snowball and purposive sampling technique. The analysis was
performed on 292 valid responses. Exploratory factor analysis and Confirmatory
factor analysis was deployed to check the validity and reliability of instrument.
Hypothesis testing conducted using Structural Equation Modelling.
Findings
The most influential factor toward Behavioral Intention to Use of Grab Car on
Indonesian generation Y is Attitude followed by Subjective Norm; the most
influential factor toward Attitude is Perceived Ease of Use followed by Perceived
Usefulness; Perceived Ease of Use also found to be influential factor of Perceived
Usefulness; and Perceived Usefulness as well as Perceived Behavioral Control
found has no influences toward Behavioral Intention.
Value
This research contributes to the literature of consumer behavior by adding insight
about the Behavioral Intention of Indonesian generation Y to use ride-hailing
services like Grab. The research topic about Indonesian generation Y is still few. It
examines the importance of relevant factors that influence the intention of
consumers to use the Grab Car service by applying an integrated model of the TPB
and TAM. The results provide theoretical implications which can be used as basis
for further research as well as managerial implications which help companies within
the sharing economy to improve their services.
