Analysis of User Acceptance towards Online Transportation Technology Using Utaut 2 Model: A Case Study in Uber, Grab and Go-Jek in Indonesia

The emergence of online transportation started in Jakarta as it constantly suffers traffic jam, causing online transportation draws attention as it helps people reaching their destination. The fee where its relatively cheaper than conventional taxi become one of the reason. However, there still many problems faced by the online transportation companies. This research objective is to analyze factors inside UTAUT 2 model that influence the consumer on using online transportation technology in Indonesia. The result shows that factors influencing the Behavioral Intention on the adoption of online transportation technology in Indonesia are Habit, Hedonic Motivation, and Performance Expectancy. Meanwhile, the factors that influence the behavior of using online transportation services are Habit, Facilitating Condition, and Behavioral Intention. The influence on Behavioral Intention is 58.07 % and the influence on Use Behavior is 46.15 %.