Analisis Tingkat Kesiapan Teknologi dalam Mengadopsi Omnichannel (Studi Kasus Informa)

Maulana, Muhammad Agung Adi (2024) Analisis Tingkat Kesiapan Teknologi dalam Mengadopsi Omnichannel (Studi Kasus Informa). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Omnichannel adalah strategi bisnis yang mengintegrasikan berbagai saluran penjualan dan komunikasi untuk memberikan pengalaman berbelanja yang konsisten. PT Home Center Indonesia (Informa) telah mengembangkan aplikasi omnichannel bernama "Informa Apps." untuk meningkatkan penjualan online. Meskipun jumlah anggota meningkat pada tahun 2023, pencapaian penjualan online masih belum optimal. Pengguna utama Informa Apps. adalah pelanggan dan karyawan di Informa. Kendala dalam penggunaan aplikasi ini, seperti kesulitan memahami fitur dan kurangnya sosialisasi, mempengaruhi penerimaan pengguna. Penelitian ini bertujuan untuk mengetahui penerimaan penggunaan Informa Apps. menggunakan Technology Acceptance Model (TAM) dengan 4 variabel: kemudahan (Perceived Ease of Use), kebermanfaatan(Perceived Usefulness) penerimaan (Acceptance of IT), dan Penggunaan Aktual (Actual System Use). Metode penelitian adalah kuantitatif dengan Structural Equation Modeling (SEM) – Partial Least Square (PLS) dan Confirmatory Factor Analysis (CFA). Data dikumpulkan dari 100 operator IT dan 40 konsumen Informa. Hasil analisis menunjukkan bahwa Perceived Usefulness dan Perceived Ease of Use memiliki pengaruh positif terhadap Acceptance of IT. Kesimpulannya, pengguna dapat menerima Informa Apps jika persepsi kegunaan dan kemudahan penggunaannya ditingkatkan.

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Omnichannel is a business strategy that integrates various sales and communication channels to provide a consistent shopping experience. PT Home Center Indonesia (Informa) has developed an omnichannel application called "Informa Apps" to enhance online sales. Despite the increase in membership in 2023, online sales performance remains suboptimal. The primary users of Informa Apps are customers and employees at Informa. Challenges in using this application, such as difficulty understanding features and lack of socialization, affect user acceptance. This study aims to determine the acceptance of Informa Apps using the Technology Acceptance Model (TAM) with four variables: Perceived Ease of Use, Perceived Usefulness, Acceptance of IT, and Actual System Use. The research method is quantitative, utilizing Structural Equation Modeling (SEM) – Partial Least Square (PLS) and Confirmatory Factor Analysis (CFA). Data were collected from 100 IT operators and 40 Informa customers. The analysis results show that Perceived Usefulness and Perceived Ease of Use positively influence Acceptance of IT. In conclusion, users can accept Informa Apps if the perceived usefulness and ease of use are improved.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Kata kunci: Omnichannel, Technology Acceptance Model (TAM), Structural Equation Modeling (SEM) Keyword: Omnichannel, Technology Acceptance Model (TAM), Structural Equation Modeling (SEM)
Subjects:	T Technology > T Technology (General) > T174 Technological forecasting
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Muhammad Agung Adi Maulana
Date Deposited:	07 Aug 2024 08:34
Last Modified:	25 Sep 2024 02:48
URI:	http://repository.its.ac.id/id/eprint/113747

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