Analisis Model Penerimaan Platform Teknologi Retailer Secured Channel Dengan Metode Utaut2

Wahyudin, Asep (2023) Analisis Model Penerimaan Platform Teknologi Retailer Secured Channel Dengan Metode Utaut2. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri semen nasional mengalami over supply sejak tahun 2017 ditambah dengan menurunnya konsumsi semen secara nasional selama masa pandemi, kondisi tersebut menjadikan persaingan usaha di bidang persemenan semakin ketat. PT XYZ merupakan salahsatu perusahaan yang memproduksi semen di Indonesia dengan jaringan pemasaran dan distribusi di seluruh nusantara, revenue perusahaan 85% diperoleh dari penjualan produk semen dan sisanya 15% dari produk nonsemen. Pada masa pandemi Covid-19 terjadi peningkatan penetrasi belanja online pada produk retail dan terjadi perubahan perilaku masyarakat dalam bertransaksi. Platform teknologi retailer secured channel yang dibangun pada ekosistem digital di PT XYZ yang diharapkan mampu meningkatkan jumlah pengguna dan transaksi masih belum optimal digunakan pelanggannya, hal ini memicu penulis untuk melakukan penelitian dalam rangka mencari tahu faktor apa saja yang memengaruhi tingkat penerimaan dan penggunaannya. Dalam penelitian ini, penulis menggunakan metode UTAUT 2 dengan menambahkan variabel Trust. Menggunakan metode PLS-SEM dan SmartPLS sebagai perangkat lunak analisis data untuk menguji hipotesis penelitian dengan menggunakan sampel data dari 184 responden. Hasil penelitian ini menunjukan bahwa dari 11 hipotesis yang diuji, 2 diantaranya ditolak. Pengaruh Hedonic Motivation dan Price Value terhadap Behavioral Intention tidak signifikan karena pada platform teknologi retailer secured channel ini produk retail yg di jual merupakan material dasar, bukan suatu barang yang merupakan kategori kebutuhan rutin atau kebutuhan untuk kesenangan. Variable Trust (TR) memiliki pengaruh terbesar terhadap Behavioral Intention (BI) sebesar 62.5% dan variabel Habit (HA) memiliki pengaruh terbesar terhadap Use Behaviour (UB) sebesar 47.3%. Penyedia layanan perlu berfokus kepada jaminan keamanan data pribadi pengguna dan mempelajari kebiasaankebiasaan baru pengguna sehingga ketertarikan akan penggunaan teknologi ini semakin meningkat.
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The national cement industry has experienced oversupply since 2017 coupled with the decline in national cement consumption during the pandemic, these conditions have made business competition in the cement sector increasingly stringent. PT XYZ is one of the companies that produce cement in Indonesia with a marketing and distribution network throughout the archipelago, 85% of the company's revenue is derived from the sale of cement products and the remaining 15% from non-cement products. During the Covid-19 pandemic there was an increase in penetration of online shopping for retail products and a change in people's behavior in transactions. The secured channel retailer technology platform built on a digital ecosystem at PT XYZ is expected to be able to increase the number of users and transactions that are still not optimally used by its customers, this has prompted the author to conduct research in order to find out what factors influence the level of acceptance and use. In this study, the authors used the UTAUT 2 method by adding the Trust variable. Using the PLS-SEM and SmartPLS methods as data analysis software to test the research hypothesis using data samples from 184 respondents. The results of this study indicate that of the 11 hypotheses tested, 2 of them were rejected. The influence of Hedonic Motivation and Price Value on Behavioral Intention is not significant because on the secured channel retailer technology platform, the retail products sold are basic materials, not an item that is a category of routine needs or needs for pleasure. The Trust variable (TR) has the greatest influence on Behavioral Intention (BI) of 62.5% and the Habit variable (HA) has the greatest influence on Use Behavior (UB) of 47.3%. Service providers need to focus on ensuring the security of users' personal data and learning new habits of users so that interest in using this technology increases.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	PLS-SEM, Retailer secured channel, Trust,UTAUT2. PLS-SEM, Retailer secured channel, Trust, UTAUT2.
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Asep Wahyudin
Date Deposited:	25 Aug 2023 03:45
Last Modified:	25 Aug 2023 03:45
URI:	http://repository.its.ac.id/id/eprint/104831

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