Pengaruh Affordance-Based Belief Dan Inonovation Diffusion Theory-Based Belief Pada Sikap Terhadap Penggunaan Telepon Pintar
WICAKSONO, ROYYAN NUR (Adv.: Basu Swastha Dharmmesta, Prof. Dr. M.B.A.), Basu Swastha Dharmmesta, Prof. Dr. M.B.A.
Tujuan dari penelitian ini adalah untuk mengetahui hubungan struktural pengaruh variabel-variabel dalam affordance based belief dan innovation diffusion theory based belief pada sikap terhadap penggunaan telepon pintar di Indonesia menggunakan model penelitian yang diusulkan oleh Tsai dan Ho. Survei dilakukan menggunakan metode purposive sampling dan data dikumpulkan menggunakan kuesioner. Data yang telah diperoleh dari 259 pengguna telepon pintar di Indonesia diuji menggunakan structural equation modeling (SEM) dengan perangkat lunak AMOS 22.0. Data empiris menunjukkan bahwa intuisi memiliki efek positif yang signifikan pada perceived usefulness dan perceived ease of use, keberagaman memiliki efek positif pada perceived ease of use namun tidak pada perceived usefulness. Namun, pengaruh positif perceived usefulness terbukti signifikan pada sikap terhadap penggunaan telepon pintar tetapi pengaruh perceived ease of use tidak signifikan. Sedangkan pada variabel-variabel innovation diffusion theory, hanya pengaruh positif trialability yang tidak signifikan pada sikap terhadap penggunaan telepon pintar.
The aim of this research is to examine the structural relationship of affordance based belief variables and innovation diffusion theory based belief variables leading to userÂ’s attitude towards smartphone usage in Indonesia using research model proposed by Tsai and Ho. A survey were conducted with purposive sampling method and data were collected using structured questionnaire. Data collected from 259 smartphone users in Indonesia were tested against the research model using structural equation modeling (SEM) via AMOS 22.0 software. The empirical result show that intuition has significant positive effect on both perceived usefulness and perceived ease of use, diversity has significant positive effect on perceived ease of use but not on perceived usefulness. However, the effect of perceived usefulness is significant on attitude towards smartphone usage but the effect of perceived ease of use is not significant. Of the innovation diffusion variables, only the positive effect of trialability is not statistically significant towards attitude.
Kata Kunci : sikap terhadap penggunaan telepon pintar,Attitude towards smartphone usage, affordance based beliefs, innovation diffusion theory based beliefs.
