Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) Model Modification Factors That Affect Customer Behavior Using Telkomsel Orbit
Telkomsel's rise in internet use resulted in an 18 percent increase in broadband services compared to the previous year. This occurrence prompted Telkomsel to provide a digital answer in the shape of Home Internet Wireless Broadband, specifically Telkomsel Orbit, a home wireless WiFi network that employs a 4G LTE network. Using the concept of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2), this research analyzed the elements that impact consumer behavior while using Telkomsel Orbit. Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, Habit, and Content are the primary factors that govern UTAUT 2 in this research. Age, gender, and income serve as moderating factors. This study use a descriptive and causal methodology to assess consumer behavior toward variables and to explore causal correlations between variables based on research assumptions. This research employs a questionnaire sent through Google Form to 432 users of Telkomsel Orbit in Indonesia. Partial Least Square (PLS), one of the Structural Equation Modeling (SEM) approaches, was used to do the data analysis procedure. The findings indicate that Price Value, Habit, Social Influence, Hedonic Motivation, Facilitating Conditions, and Content influence Telkomsel Orbit use the most. This shows that numerous considerations must be made before to using Telkomsel Orbit technology. Likewise, the moderator factors Age, Gender, and wealth were shown to have no effect on the research. Telkomsel Orbit may thus be adopted regardless of age, gender, or wealth.
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