Analisis Technology Acceptance Model pada Aplikasi Jiwa+
DOI:
https://doi.org/10.29313/bcsbm.v6i2.24000Keywords:
Generation Z, Jiwa Appliaction, Technology Acceptance ModelAbstract
Abstract. Digital transformation in the food and beverage industry has driven companies to adopt mobile applications to improve service efficiency and customer engagement. However, low ratings and frequent complaints on the Jiwa+ application indicate a technology acceptance problem, where perceived usefulness and ease of use have not optimally shaped user attitudes and intentions. This study examines the influence of Perceived Usefulness and Perceived Ease of Use on Intention to Use, mediated by Attitude Toward Using, among Generation Z users of Jiwa+ in Bandung. Using a quantitative approach with descriptive and verificative methods based on the Technology Acceptance Model (TAM), data were collected from 203 respondents through questionnaires selected via non-probability purposive sampling. Data were analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM). Results show that Perceived Usefulness and Perceived Ease of Use have a positive and significant effect on Attitude Toward Using and Intention to Use. Attitude Toward Using also significantly mediates the relationship between these two variables and Intention to Use. These findings suggest that enhancing perceived benefits and ease of use plays a crucial role in shaping positive user attitudes and driving sustained intention to continue using the Jiwa+ application among Generation Z consumers in Bandung.
Abstrak. Transformasi digital dalam industri food and beverage mendorong perusahaan untuk mengadopsi aplikasi seluler sebagai sarana meningkatkan efisiensi layanan dan keterikatan pelanggan. Namun, rendahnya rating dan tingginya keluhan pada aplikasi Jiwa+ mengindikasikan masalah penerimaan teknologi, di mana persepsi kegunaan dan kemudahan belum optimal dalam membentuk sikap dan niat penggunaan. Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Usefulness dan Perceived Ease of Use terhadap Intention to Use melalui Attitude Toward Using sebagai variabel mediasi pada pengguna aplikasi Jiwa+ Generasi Z di Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif yang didasarkan pada kerangka Technology Acceptance Model (TAM). Data penelitian diperoleh melalui penyebaran kuesioner kepada 203 responden yang dipilih menggunakan teknik non probability sampling dengan metode purposive sampling. Analisis data dilakukan menggunakan metode Partial Least Square – Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Perceived Usefulness dan Perceived Ease of Use berpengaruh positif dan signifikan terhadap Attitude Toward Using serta Intention to Use. Selain itu, Attitude Toward Using terbukti memediasi pengaruh kedua variabel tersebut terhadap Intention to Use. Temuan ini menunjukkan bahwa peningkatan manfaat dan kemudahan penggunaan aplikasi menjadi faktor penting dalam membentuk sikap positif serta mendorong niat penggunaan aplikasi Jiwa+ secara berkelanjutan.
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