Pengaruh Ketidakpastian Teknologi terhadap Kinerja Organisasi melalui Orientasi Pembelajaran: Studi pada Agen Perjalanan di Indonesia

Ayundha Evanthi, Ratih Mukti Azhar

Abstract


ABSTRAK

Industri perjalanan beroperasi dengan tingkat ketidakpastian teknologi yang tinggi. Ketidakpastian ini bersumber dari laju perubahan yang cepat seperti munculnya platform pemesanan online baru, alat perencanaan berbasis AI, dan inovasi disruptif lainnya yang membuat dampak akhirnya sulit diukur oleh bisnis. Agen perjalanan berada di pusat jaringan yang luas, berfungsi sebagai penghubung esensial yang menghubungkan wisatawan dengan semua komponen pengalaman perjalanan yaitu maskapai penerbangan, hotel, operator, dan destinasi. Setiap perubahan signifikan dalam lingkungan pasti akan menciptakan dampak berantai secara serentak di seluruh rantai nilai pariwisata. Tujuan penelitian ini yaitu untuk mengkaji pengaruh ketidakpastian teknologi terhadap kinerja organisasi, dengan orientasi pembelajaran sebagai variabel mediasi pada perusahaan agen perjalanan. Studi kuantitatif ini memilih 75 manajer agen perjalanan (dari total 618) di Indonesia menggunakan teknik purposive sampling, yang berfokus pada mereka yang terlibat aktif dalam implementasi orientasi strategis dan pencapaian kinerja organisasi kemudian data dianalisis menggunakan SEM-PLS. Studi ini menemukan bahwa ketidakpastian teknologi berpengaruh positif signifikan terhadap orientasi pembelajaran yang dapat meningkatkan kinerja organisasi. Orientasi pembelajaran juga secara signifikan memediasi pengaruh ketidakpastian teknologi terhadap kinerja, menjadikannya strategi inti untuk peningkatan kinerja dalam lingkungan teknologi yang dinamis.

Kata Kunci: Orientasi Pembelajaran, Ketidakpastian Teknologi, Kinerja Organisasi, Orientasi Strategis, Agen Perjalanan

ABSTRACT

The travel industry operates with a high level of technological uncertainty. This unpredictability comes from the rapid pace of change, such as the rise of new online booking platforms, AI-based planning tools, and other disruptive innovations, making their ultimate impact and adoption rate difficult for business to gauge. Travel agencies serve as a crucial link at the center of the tourism network, connecting tourists with all components of the travel experience (such as airlines, hotels, operators, and destinations). Significant environmental changes immediately trigger chain effects across the entire tourism value chain. The aim of this research is to examine the effect of technological uncertainty on organizational performance, with learning orientation as a mediating variable in travel agencies. This quantitative study selected 75 travel agency managers (out of a total of 618) in Indonesia using the purposive sampling technique, focusing on those actively involved in implementing strategic orientation and achieving organizational performance. The data was then analyzed using SEM-PLS. The study found that technological uncertainty has a significant, positive effect on learning orientation, which in turn improves organizational performance. Learning orientation also significantly mediates the influence of technological uncertainty on performance, making it a core strategy for performance enhancement in a dynamic technological environment.

Keywords:Learning Orientation, Technological Uncertainty, Organizational Performance, Strategic Orientation, Travel Agency



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DOI: http://dx.doi.org/10.35906/jurman.v11i2.2707

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