Identifikasi Faktor Pembelian Neucentrix Data Center di Telkom Kalimantan dengan Modifikasi UTAUT 2

Wijaya, Satria Adi Surya (2023) Identifikasi Faktor Pembelian Neucentrix Data Center di Telkom Kalimantan dengan Modifikasi UTAUT 2. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan populasi penduduk dunia mendorong peningkatan bandwidth internet global. Data center merupakan infrastruktur inti dalam mendukung tren pertumbuhan informasi digital. Telkom memiliki data center yang menyediakan layanan colocation bersifat netral dengan merek NeuCentrIX. NeuCentrIX merupakan one-stop service yang menyediakan solusi bagi kebutuhan pelanggan terkait layanan colocation dan connectivity yang andal. Ketatnya persaingan bisnis data center dan tingkat occupancy rak di Telkom Kalimantan yang masih rendah, belum bisa membuat NeuCentrIX menjadi market leader di Indonesia. Tujuan penelitian ini adalah menganalisis kesesuaian faktor-faktor yang memengaruhi pembelian NeuCentrIX di Telkom Kalimantan menggunakan model UTAUT 2 yang dimodifikasi yaitu variabel performance expectancy, effort expectancy, social influence, facilitating conditions, price value serta menghapus variabel hedonic motivation, habit, dan penambahan variabel brand equity. Model struktural penelitian disusun berdasarkan variabel-variabel tersebut terhadap purchase intention dan diperoleh 6 hipotesis yang akan diuji. Manfaat penelitian diharapkan dapat menghasilkan rekomendasi dalam penyusunan strategi pemasaran dan penjualan NeuCentrIX di Telkom Kalimantan. Pengumpulan data penelitian melalui kuisioner dilakukan secara langsung kepada responden. Pengolahan data hasil kuisioner menggunakan metode PLS-SEM dan software SmartPLS 3.2.9. Hasil penelitian ini adalah dari 6 hipotesis, terdapat 1 hipotesis yang diterima yaitu brand equity berpengaruh terhadap purchase intention sedangkan 5 hipotesis lainnya ditolak. Besar kontribusi positif dari brand equity terhadap purchase intention adalah sebesar 30.1%. Hasil analisis tersebut dapat dijadikan rekomendasi untuk perusahaan dan saran penelitian selanjutnya.
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The world’s population growth is driving the increase in global internet bandwidth. The data center is the core infrastructure supporting the digital information growth trend. Telkom has a data center that provides carrier-neutral colocation services under the NeuCentrIX brand. NeuCentrIX is a one-stop service that provides reliable colocation and connectivity solutions to meet customers’ needs. Despite the intense competition among data center businesses and low rack occupancy levels in Telkom Kalimantan, NeuCentrIX has yet to become the market leader in Indonesia. This study aims to analyze the suitability of factors that affect the purchase of NeuCentrIX in Telkom Kalimantan using a modified UTAUT 2 model consisting of the variables of performance expectancy, effort expectancy, social influence, facilitating conditions, and price value while removing the variables of hedonic motivation and habit and adding the variable of brand equity. A structural research model is constructed based on these variables regarding purchase intention, and six hypotheses are obtained and will be tested. This study’s expected benefit is providing recommendations for NeuCentrIX marketing and sales strategy development in Telkom Kalimantan. The research data collection through questionnaires was conducted directly with the respondents. The data processing of questionnaire results utilized the PLS-SEM method and SmartPLS 3.2.9 software. The results of this research indicated that out of the six hypotheses, only one was accepted, that brand equity influences purchase intention, while the other five hypotheses were rejected. The positive contribution of brand equity to purchase intention was 30.1%. These analysis results can be utilized as recommendations for companies and suggestions for further research.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Faktor pembelian, Data center, NeuCentrIX, Colocation, UTAUT 2, PLS-SEM
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) T Technology > T Technology (General) > T58.5 Information technology. IT--Auditing
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	SATRIA ADI SURYA WIJAYA
Date Deposited:	23 Jul 2023 09:09
Last Modified:	23 Jul 2023 09:09
URI:	http://repository.its.ac.id/id/eprint/98964

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