The effect of perceived usefulness and perceived ease of use on purchase intention: The mediating role of customer attitude

Ida Bagus Gede Prabawa Putra Udiyana; Ni Nyoman Kerti Yasa

doi:10.21744/ijbem.v8n3.2418

Authors

Ida Bagus Gede Prabawa Putra Udiyana
gusdepraba@gmail.com
Udayana University, Denpasar, Indonesia
Ni Nyoman Kerti Yasa Udayana University, Denpasar, Indonesia

Keywords:

perceived usefulness, perceived ease of use, purchase intention, Technology Acceptance Model (TAM)

Abstract

This study investigates the factors influencing purchase intention for digital travel applications, specifically Traveloka, through the lens of the Technology Acceptance Model (TAM). Employing a quantitative approach with 150 Traveloka users in Denpasar City as the sample, the research examines the direct effects of Perceived Usefulness and Perceived Ease of Use on Purchase Intention, and the mediating role of Customer Attitude. Data will be analyzed using PLS-SEM via SmartPLS software. Findings indicate that both Perceived Usefulness and Perceived Ease of Use positively influence Purchase Intention. Customer Attitude also significantly impacts Purchase Intention, with results confirming its partial mediation between Perceived Usefulness and Perceived Ease of Use on Purchase Intention. This research enriches TAM by emphasizing that positive cognitive perceptions must translate into a favorable emotional attitude to fully drive consumer buying intent. Practically, developers should prioritize intuitive design, efficient features, and robust customer engagement.

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