Rosyady, Ahmad Fahriyannur (2021) Pengembangan Model UTAUT 2 Dalam Penggunaan Aplikasi mobile customer pada Layanan Fixed Broadband Service Untuk Meningkatkan Customer Experience (Studi Kasus : My Indihome Customer). Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Kebutuhan Koneksi data di era Revolusi Industri 4.0 saat ini sangatlah dibutuhkan oleh masyarakat di seluruh Indonesia. Penggunaan layanan internet berbasis Fix Broadband Services menjadi salah satu alternatif yang dibutuhkan oleh masyarakat Indonesia. Pelayanan yang baik, Kecepatan Instalasi, Kelancaran conectivity, dan Fast respon merupakan beberapa hal yang sangat dibutuhkan oleh Konsumen Fix Broadband Services saat ini.
Layanan Terbaik mulai dari Penjualan hingga After sales harus menggunakan key perfomance indikator yang tepat sehingga memberikan dampak yang baik terhadap growth penjualan, dapat meminimalisir gangguan dan tentunya akan meningkatkan terhadap customer experience. Penggunaan metode kuisoner sangatlah dibutuhkan, dimana customer dapat langsung menilai terhadap kepuasan layanan instalasi, mulai dari instalasi pasca Pasang baru hingga Instalasi pasca Gangguan yang dilaporkan oleh customer kepada provider Layanan Fixed Broadband Services sehingga dapat meningkatkan Service Level Agreement dan Service Level Guaranty terhadap Provider Fixed broadband Services juga dapat meningkatkan customer experience pada operator Fix Broadband Service Khususnya Aplikasi MY Indihome berdasarkan Hasil Analisa menggunakan UTAUT-2.
Proses pengelompokan data dilakukan dengan mekanisme Wawancara Langsung, kuisoner terhadap seluruh Stakeholder yang ada pada perusahaan. Selanjutnya, Structural Equation Modeling (SEM) salah satu teknik analisis multivariat yang diguna-kan untuk menguji teori yang ada mengenai relasi antara sejumlah variabel secara simultan. Sekumpulan relasi yang dimaksud adalah hubungan antara satu atau beberapa variabel independen dengan satu atau beberapa variabel dependen. Beberapa Proses diatas akan menjadikan rekomendasi untuk pengembangan bagi manajemen yang dapat digunakan oleh provider Fixed Internet Service untuk melakukan peningkatan key Performance Indikator dibidang Cutomer Experience agar customer semakin loyal dan membuat perusahaan semakin berkembang sesuai dengan perhitungan yang sudah dilakukan. Dalam model UTAUT2 (Unified theory of acceptance and use of technology2), faktor yang mempengaruhi minat dalam menggunakan suatu layanan teknologi (Behavioral Intention) adalah Performance Expectancy, Effort Expectancy, Social Influence, Habit, Facilitating Condition, Price Value, dan Hedonic Motivation.
Penelitian ini menggunakan model pengembangan UTAUT2 dengan menambahkan variabel service quality dan trust, dimana kedua variabel ini pada penelitian sebelumnya terbukti dapat meningkatkan Behavioral Intention. Metode yang digunakan untuk menganalisis model tersebut adalah Structural Equation Model (SEM). Pengumpulan data penelitian dilakukan melalui kuisioner online.
Hasil dari penelitian ini menguji 12 hipotesa yang mempengaruhi Behavioral Intention dan Use Behavior dalam mengggunakan layanan fix broadband services di Indonesia. Pada akhirnya penelitian ini akan mendapatkan sebuah model pengembangan dari UTAUT 2 yaitu FBAM (FIX Broadband Adoption Model) dimana didapatkan 5 variable yang berpengaruh terhadap Behavioral Intention yaitu Performance Expectancy, Social Influence, Habit, Facilitating Condition dan service quality.
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Data connections requirement in the Industrial Revolution 4.0 is currently highly needed by people throughout Indonesia. The internet services based on Fix Broadband Services usage become one of the alternatives required by Indonesian people. Good service, installation speed, smooth connectivity, and fast response are some of the things that Fix Broadband Services Consumers really need today.
The Best Service starts from After-sales, must use the right key performance indicators to impact sales growth positively, minimize disruption, and certainly improve customer experience. The use of a questionnaire method is required, in which customers can directly assess the satisfaction of installation services, starting from new post-installation installations to post-disruption installations reported by customers to Fixed Broadband Service providers so that they can improve Service Level Agreement and Service Level Guaranty to Fixed Broadband Services, it also can improve customer experience on Fix Broadband Service operators, especially the MY Indihome Application based on Analysis Results using UTAUT-2.
The process of grouping data was conducted by the Direct Interviews mechanism, questionnaires to all Stakeholders in the company. Further, Structural Equation Modeling (SEM) is a multivariate analysis technique used to simultaneously test existing theories about the relationship between several variables. The relations in question were the relationship between one or more independent variables and one or more dependent variables. Some of the processes above would make recommendations for development for management that Fixed Internet Service providers could use to improve key Performance Indicators in the Customer Experience field so that customers are more loyal and make the company grow according to the calculations that have been done. In the UTAUT2 model (Unified theory of acceptance and use of technology2), the factors that influenced interest in using a technology service (Behavioral Intention) are Performance Expectancy, Effort Expectancy, Social Influence, Habit, Facilitating Condition, Price Value, and Hedonic Motivation.
This study used a UTAUT2 development model by adding service quality and trust variables, where these two variables in the previous studies were proven to increase Behavioral Intention. The method used to analyze the model was the Structural Equation Model (SEM). Research data collection was done through online questionnaires.
The results of this study tested 12 hypotheses that affected Behavioral Intention and Use Behavior in using fixed broadband services in Indonesia. In the end, this research will get a development model from UTAUT 2, that is FBAM (FIX Broadband Adoption Model), in which it was obtained five variables that affected Behavioral Intention were Performance Expectancy, Social Influence, Habit, Facilitating Condition, and service quality.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | SEM, Trust, Service Quality, Customer Experience, UTAUT 2 |
| Subjects: | T Technology > T Technology (General) > T58.6 Management information systems |
| Divisions: | 61101-Magister Management Technology |
| Depositing User: | Ahmad Fahriyannur Rosyady |
| Date Deposited: | 20 Aug 2021 07:56 |
| Last Modified: | 20 Aug 2021 07:56 |
| URI: | http://repository.its.ac.id/id/eprint/88429 |
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