Model Penerimaan Teknologi Platform Festival Batik Virtual Dengan TAM Dan UTAUT Model

Authors

Yohanes Suhari Universtas Stikubank
Dewi Handayani Untari Ningsih Universitas Stikubank
Eri Zuliarso Universitas Stikubank
Dwi Budi Santoso dewi_h@edu.unisbank.ac.id

DOI:

https://doi.org/10.31539/intecoms.v8i3.13095

Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi penerimaan teknologi pada platform Festival Batik Virtual , sebuah inisiatif digital untuk promosi budaya batik Indonesia. Studi ini mengintegrasikan model Technology Acceptance Model (TAM) dan Unified Theory of Acceptance and Use of Technology (UTAUT) dalam kerangka analisis. Data dikumpulkan melalui survei daring dari 150 pengguna aktif dan dianalisis menggunakan metode Partial Least Squares (PLS) untuk menguji hubungan antarvariabel serta mengevaluasi validitas dan reliabilitas konstruk. Hasil penelitian menunjukkan bahwa Perceived Ease of Use (β=0.496) dan Perceived Usefulness (β=0.837) berpengaruh signifikan terhadap Attitude Towards Using, yang kemudian mendorong Behavioral Intention to Use (β=0.359) dan Actual System Usage (β=0.926). Dalam model UTAUT, Performance Expectancy (β=0.927) dan Effort Expectancy (β=0.407) menjadi faktor utama yang memperkuat niat penggunaan, sementara Social Influence dan Facilitating Conditions memberikan kontribusi moderat. Seluruh konstruk menunjukkan nilai reliabilitas komposit di atas 0.7, mengkonfirmasi validitas dan konsistensi internal model. Temuan ini memberikan implikasi praktis bagi pengembang untuk meningkatkan adopsi platform melalui optimalisasi desain antarmuka yang intuitif, penyederhanaan proses navigasi, dan peningkatan kepercayaan pengguna terhadap performa sistem.

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