Analisis Perilaku Pengguna SAMSAT Digital Nasional Menggunakan Metode TAM danTPB
DOI:
https://doi.org/10.32493/jtsi.v7i4.44362Kata Kunci:
analisis; niat pengguna; kepuasan pengguna; TAM; TPBAbstrak
Studi ini berfokus pada tantangan rendahnya niat perilaku pengguna terhadap aplikasi SIGNAL, yang merupakan isu penting dalam adopsi teknologi digital. Untuk menginvestigasi masalah ini, penelitian dilakukan dengan menggunakan kerangka kerja komprehensif yang mengintegrasikan metode TAM dan TPB, dengan enam hipotesis yang diajukan. Data dianalisis menggunakan regresi linier berganda terhadap kuesioner yang diisi oleh sampel pengguna SIGNAL. Hasil analisis menunjukkan hubungan signifikan antara persepsi manfaat (Usefulness) dan kemudahan penggunaan (Ease of Use) dengan sikap (Attitude) pengguna terhadap aplikasi, serta hubungan kuat antara sikap pengguna dan niat perilaku untuk menggunakan aplikasi. Temuan ini menandakan bahwa semakin pengguna merasakan manfaat nyata dan kemudahan dalam menggunakan aplikasi, semakin positif sikap mereka, yang pada gilirannya mendorong niat adopsi SIGNAL. Namun, beberapa hipotesis tidak didukung oleh hasil analisis, termasuk tidak adanya hubungan signifikan antara persepsi manfaat dan niat perilaku pengguna, serta antara norma subjektif dan niat perilaku. Ini menunjukkan bahwa meskipun pengguna menyadari manfaat aplikasi, faktor sosial dan persepsi kontrol individu tidak signifikan dalam menentukan niat penggunaan. Implikasi dari temuan ini memberikan panduan bagi pengembang platform digital untuk merancang intervensi yang lebih efektif dalam meningkatkan penggunaan SIGNAL, serta memfasilitasi perubahan perilaku di masyarakat.
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