Pengembangan Model Toe–Tam Untuk Peningkatan Adoption Intention Teknologi Digital Pada Innovative Service Smes Menggunakan PLS-SEM Dan ANN

Syahputra, Ishaq Yudha Alnafi (2026) Pengembangan Model Toe–Tam Untuk Peningkatan Adoption Intention Teknologi Digital Pada Innovative Service Smes Menggunakan PLS-SEM Dan ANN. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Konteks: Transformasi digital telah menjadi imperatif strategis bagi Innovative Service SMEs (ISSMEs) di Indonesia, khususnya pada sektor kuliner, kecantikan dan perawatan, pendidikan dan pelatihan, serta industri kreatif dan event. Meskipun program digitalisasi nasional terus mendorong adopsi teknologi digital, tingkat adopsi pada ISSMEs masih menunjukkan kesenjangan yang signifikan antar pelaku usaha, mengindikasikan bahwa keberhasilan adopsi dipengaruhi oleh faktor yang lebih kompleks dari sekadar ketersediaan teknologi. Permasalahan: Model adopsi teknologi yang ada masih memiliki dua keterbatasan utama: secara teoritis, variabel yang digunakan bersifat generik dan belum mengakomodasi karakteristik spesifik digitalisasi sektor jasa; secara metodologis, dominasi pendekatan linear konvensional membatasi kemampuan model dalam menangkap hubungan non-linear dan mengidentifikasi faktor dominan secara prediktif. Tujuan: Penelitian ini mengembangkan model integratif TOE–TAM yang menganalisis determinan adoption intention teknologi digital pada ISSMEs di Indonesia, dengan mengintegrasikan faktor teknologi (Compatibility dan Digital Payment Readiness), faktor organisasi (Human Resource, Digital Culture, dan Top Management Support), faktor lingkungan (Government Support, Competitive Pressure, dan Customer Pressure), serta persepsi pengguna (Perceived Ease of Use dan Perceived Usefulness). Data dan Metode: Data dikumpulkan melalui survei daring terhadap 240 pelaku ISSMEs di Indonesia menggunakan teknik purposive sampling. Analisis dilakukan dalam dua tahap: PLS-SEM menggunakan SmartPLS 4 untuk menguji hubungan kausal antar konstruk, dan ANN berbasis IBM SPSS Statistics untuk menganalisis hubungan non-linear serta mengidentifikasi kontribusi relatif masing-masing variabel melalui analisis normalized importance. Hasil: Seluruh konstruk memenuhi kriteria validitas dan reliabilitas. Hasil PLS-SEM menunjukkan bahwa PEOU, DPR, GS, DC, TMS, COMP, COP, HR, dan CUS berpengaruh positif dan signifikan terhadap Adoption Intention (AI), serta PEOU berpengaruh signifikan terhadap PU. Sebaliknya, PU tidak menunjukkan pengaruh signifikan terhadap AI. Hasil ANN mengkonfirmasi PEOU sebagai prediktor terkuat (normalized importance = 100.00%), diikuti TMS (97.00 %), DPR (83.30%), GS (59.99%), COMP (57.16%), DC (56.83%), HR (56.38%), COP (49.17%), dan CUS (38.46%), mengungkapkan bahwa adopsi teknologi digital pada ISSMEs lebih dipengaruhi oleh kemudahan penggunaan dan kesiapan infrastruktur digital dibandingkan tekanan eksternal semata. Kontribusi: Penelitian ini memberikan kontribusi teoritis melalui pengembangan model integratif TOE–TAM yang tervalidasi secara empiris menggunakan pendekatan hybrid PLS-SEM dan ANN, serta kontribusi praktis berupa panduan berbasis bukti bagi pelaku ISSMEs dan pemangku kebijakan dalam merancang strategi transformasi digital yang efektif di sektor jasa Indonesia.
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Context: Digital transformation has become a strategic imperative for Innovative Service SMEs (ISSMEs) in Indonesia, particularly those operating in the food and beverage, beauty and wellness, education and training, and creative event sectors. Despite progressive national digitalization programs, the rate of digital technology adoption among ISSMEs remains markedly uneven, indicating that adoption success is shaped by factors beyond mere technological availability. Problem: Existing adoption models exhibit two principal limitations: theoretically, prevailing constructs remain generic and insufficiently represent the distinctive characteristics of service-sector digitalization; methodologically, the dominance of conventional linear approaches constrains the model’s capacity to capture non-linear relationships and identify predictively dominant determinants. Objective: This study develops an integrative TOE–TAM model to analyze the determinants of digital technology adoption intention among ISSMEs in Indonesia, incorporating technological factors (Compatibility and Digital Payment Readiness), organizational factors (Human Resource, Digital Culture, and Top Management Support), environmental factors (Government Support, Competitive Pressure, and Customer Pressure), and user perception constructs (Perceived Ease of Use and Perceived Usefulness). Data and Methods: Data were collected through an online survey of 240 ISSMEs actors in Indonesia using purposive sampling. Analysis was conducted in two stages: PLS-SEM via SmartPLS 4 to test causal relationships among constructs, and ANN via IBM SPSS Statistics to examine non-linear relationships and identify the relative contribution of each variable through normalized importance analysis. Results: All constructs satisfied validity and reliability criteria. PLS-SEM results demonstrated that PEOU, DPR, GS, DC, TMS, COMP, COP, HR, and CUS exerted significant positive effects on Adoption Intention (AI), and PEOU significantly influenced PU. In contrast, PU did not show a significant direct effect on AI. ANN analysis confirmed PEOU as the strongest predictor (normalized importance = 100.00%), followed by TMS (97.00%), DPR (83.30%), GS (59.99%), COMP (57.16%), DC (56.83%), HR (56.38%), COP (49.17%), and CUS (38.46%), revealing that digital technology adoption among ISSMEs is more strongly driven by ease of use and digital infrastructure readiness than by external pressures alone. Contribution: This study contributes theoretically through the development of an empirically validated integrative TOE–TAM model employing a hybrid PLS-SEM and ANN approach, and practically by providing evidence-based guidance for ISSMEs practitioners and policymakers in designing effective digital transformation strategies for Indonesia’s service sector.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Innovative Service SMEs, Adopsi Teknologi Digital, TOE, TAM, PLS-SEM, ANN, Adoption Intention, Indonesia =============================================================== Innovative Service SMEs, Digital Technology Adoption, TOE, TAM, PLS-SEM, ANN, Adoption Intention, Indonesia
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Ishaq Yudha Alnafi Syahputra
Date Deposited:	23 Jul 2026 00:51
Last Modified:	23 Jul 2026 00:51
URI:	http://repository.its.ac.id/id/eprint/135230

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