Analisis Technology Readiness Acceptance Model (TRAM) pada Penggunaan Platform Digital untuk Pelelangan Ikan di TPI Tawang Kendal

Nor, Aldila Savarela (2025) Analisis Technology Readiness Acceptance Model (TRAM) pada Penggunaan Platform Digital untuk Pelelangan Ikan di TPI Tawang Kendal. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini mengevaluasi penerapan Technology Readiness Acceptance Model (TRAM) pada penggunaan platform digital untuk pelelangan ikan di Tempat Pelelangan Ikan (TPI) Tawang, Kendal. TRAM digunakan sebagai kerangka teoritis untuk menilai kesiapan dan penerimaan teknologi pada individu dan organisasi. Penelitian ini fokus pada studi kasus pelelangan ikan digital di TPI Tawang, Kendal yang menggunakan aplikasi Pasar Rakyat Indonesia (PARI). Hasil penelitian menunjukkan tingkat kesiapan teknologi yang tinggi di kalangan peserta lelang, ditunjukkan oleh skor TRI yang tinggi, yang mencerminkan optimisme dan inovasi yang tinggi dalam adopsi teknologi. Meskipun demikian, beberapa hambatan masih ada, seperti kurangnya pemahaman teknis, penolakan terhadap teknologi karena budaya yang sudah ada, dan sistem lelang tradisional yang sudah berjalan. Penelitian ini menggunakan analisis deskriptif untuk mendeskripsikan karakteristik responden dan analisis SEM untuk menguji hubungan antar variabel dalam model TRAM. Hasil pengujian hipotesis menunjukkan bahwa beberapa faktor utama dalam TAM seperti Perceived Ease of Use (PEOU) dan Perceived Usefulness (PU) serta beberapa dimensi dalam TR (Optimisme dan Discomfort) berpengaruh signifikan terhadap niat dan perilaku penggunaan aplikasi. Namun, beberapa faktor lainnya tidak berpengaruh signifikan. Penelitian ini memberikan implikasi manajerial bagi berbagai pihak, termasuk PT. Bank Rakyat Indonesia (Persero), Tbk., Dinas Perikanan dan Kelautan Kabupaten Kendal, dan TPI Tawang Kendal sendiri, terkait strategi peningkatan dan perbaikan aplikasi PARI, program pelatihan dan sosialisasi, dan pengembangan infrastruktur teknologi. Kesimpulannya, integrasi teknologi digital dalam tata kelola perikanan memiliki potensi besar, namun perlu mempertimbangkan faktor sosial dan budaya untuk memastikan keberhasilan penerapannya
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This study evaluates the application of the Technology Readiness Acceptance Model (TRAM) in the use of a digital platform for fish auctions at the Tawang Kendal Fish Auction Site (TPI). TRAM is used as a theoretical framework to assess technology readiness and acceptance in individuals and organizations. This research focuses on a case study of the digital fish auction at TPI Tawang, Kendal, which utilizes the Pasar Rakyat Indonesia (PARI) application. The research results indicate a high level of technology readiness among auction participants, as demonstrated by high TRI scores, reflecting high optimism and innovation in technology adoption. However, several barriers remain, including a lack of technical understanding, resistance to technology due to existing cultural practices, and the persistence of traditional auction systems. This study employs descriptive analysis to describe respondent characteristics and SEM analysis to test the relationships between variables within the TRAM model. The results of the hypothesis testing show that several key factors in the TAM (perceived ease of use and perceived usefulness) and several dimensions in the TR (optimism and discomfort) significantly influence the intention and behavior of application use. However, some other factors did not show significant influence. This research offers managerial implications for various stakeholders, including PT. Bank Rakyat Indonesia (Persero), Tbk., the Kendal District Fisheries and Marine Affairs Agency, and TPI Tawang Kendal itself. These implications relate to strategies for improving and upgrading the PARI application, training and socialization programs, and the development of technological infrastructure. In conclusion, the integration of digital technology in fisheries governance has significant potential, but social and cultural factors must be considered to ensure successful implementation.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Pelelangan Ikan, Digital, Technology Readiness Acceptance Model(TRAM); Fish Auctions, Digital, Technology Readiness Acceptance Model (TRAM)
Subjects:	S Agriculture > SH Aquaculture. Fisheries. Angling > SH337.5 Fishing ports--Design and construction
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 78201-System And Technology Innovation
Depositing User:	Aldila savarela nor
Date Deposited:	27 Jan 2025 22:42
Last Modified:	27 Jan 2025 22:42
URI:	http://repository.its.ac.id/id/eprint/116987

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