Factors Influencing Customers In The Adoption Of Orbit Products Using The Modified Unified Theory Of Acceptance And Use Of The Technology 2 Model

Authors

  • Zahra Rizky Dwita Anissa
  • Indrawati

Abstract

The COVID-19 outbreak has significantly impacted various sectors, including the Telecommunications sector. Telkom launched a product that has added value at a more affordable price, especially in the conditions of the COVID-19 pandemic in Indonesia, namely the Orbit product.  Orbit is Telkomsel's Wireless Home Internet product utilizing Telkomsel's 4G LTE network. The telecommunications Industry in the world is currently leading to Seamless Internet using the FMC or Fixed Mobile Convergence system. FMC drives the importance of research to determine the factors and influences they have on consumer decisions to adopt Orbit products. This research was carried out through an online questionnaire survey via a google form. Then descriptive and quantitative data processing and analysis were carried out using the Modified UTAUT 2 Model with the factors of Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Price Value, and Connectivity. The number of valid respondents in this study was 400 respondents. The analysis technique used to interpret and analyze the data in the study is the PLS-SEM technique using SmartPLS software.  Based on the research results, the R2 of Behavioral Intention is 0.74, and the R2 value of Use Behavior is 0.615. All variables in the modified UTAUT 2 model have a significant positive effect on customer behavior in using Orbit. Based on the study’s results, the most significant factor found in the Modified UTAUT2 that affects Use Behavior in using Orbit is Price Value. To enhance user behavior to use Orbit, Telkom needs to optimize the quality of Orbit services following the monthly costs incurred to subscribe to this product.

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Published

2023-02-06