DEVELOPMENT OF TECHNOLOGY ACCEPTANCE MODEL FOR SOCIAL-BASED CROWDFUNDING SITE KITABISA.COM IN INDONESIA WITH MODERATION OF HOFSTEDE’S CULTURAL DIMENSIONS

• Main Author: Siti Salmiati, Puteri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/36760
• Institution: Institut Teknologi Bandung

The internet plays an important role in society today. 143.26 million Indonesians use the internet in their daily activities (APJII, 2018). This number continues to increase every year since 2007. This phenomenon encourages growth in many sectors, one of them is in the financial technology sector (fintech). One of the innovations that developed in this category was crowdfunding. Along with the times, crowdfunding through the internet also spread to the social field. One of them is through the Kitabisa.com website. Users of Kitabisa.com until 2018 have reached 1,484,242. This number only reaches approximately 1% of the total internet users in Indonesia or reaches 2% for internet users aged 19-34 years who are also the largest age segment that use the Kitabisa.com site. This achievement needs to be improved considering Kitabisa.com has a vision to solve social problems through crowdfunding platforms. The opportunity to implement social-based crowdfunding in Indonesia is also still high enough to help government programs in improving the social welfare of the Indonesian people given the characteristics of people who tend to have high involvement in social problems. To improve this achievement, a study needed to learn people's interest in a technology by knowing the factors that influence the acceptance of the technology. Therefore, this study attempts to analyze the behavior of crowdfunding platform users by using a technology acceptance model that involves several latent variables such as perceived ease of use, perceived usefulness, and trust. In addition to through TAM, identification of these factors can also be done with a cultural approach. Hofstede's (2001) framework supports this statement by explaining that national cultural differences will influence consumer behavior. For this reason, this study also includes cultural dimension variables, namely power distance, individualism, masculinity, uncertainty avoidance, long-term orientation, and indulgence as moderating variables. This research was conducted by distributing questionnaires to the Kitabisa.com website users then be analyzed using the Structural Equation Modeling (SEM) - Partial Least Square (PLS) method. From the results of the analysis, the intention to use the site known has a significant positive relationship with the trust variable as a direct predictor. Meanwhile, Hofstede's cultural dimension variables are not proven to moderate the latent variables in the TAM model. So that it can be concluded that the trust variables are important for increasing the intention to use the Kitabisa.com website.