ACCEPTANCE OF SUBSCRIPTION MODEL IN MALE GROOMING PRODUCT USING TECHNOLOGY ACCEPTANCE MODEL

• Main Author: Thomas, Dicky
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/38815
• Institution: Institut Teknologi Bandung

Grooming is an approach to taking care of themself to help their look and make them feel best (Sonya, 2009). Grooming is always be related with feminineness, but since some years ago, male grooming market growing rapidly in western countries and developing countries. From the 2010 until 2015, Indonesia user of male grooming product always increase and the peak is in 2015 which growth is 7.57%. From the forecast, Indonesia male grooming product market value also will increase at 9% at 2020. (Canadean, 2016). This data shows male grooming industry is going more popular each year in Indonesia. With the population more than 250 million, Indonesia has many internet users. The data from APJII (Indonesian Internet Service Providers Association) , internet users in Indonesia in 2017 is around 143 million with the growth of 7.9% (Yuniarni, 2018, p. 1) . As the male grooming business and digital start up growing, there are people who combine male grooming with the digital start-up. Of course they come with some differentiate to other start-up. One of them is a company selling male grooming product using subscription model that using digital platform. Usually, this method use to achieve cost-effective (Boyd, n.d.). With many male grooming business in Indonesia and with a lot of digital start-up company, there is a possibility that people want to use subscription method with the digital platform. In Indonesia no one have tried subscription although it can hit the market and it has been proven in other country. The scope of this study is business, technology, and customer acceptance. This study identify the factor that make subscription model be accepted by Indonesian male. This study also identify the relationship among the factor and provide strategy to make subscription model be accepted by Indonesian male. This study investigates the factors for technology acceptance using an integrated model of technology readiness and technology acceptance. This study is using Partial Least Square Structural Equation Model (PLS-SEM) to process the data. In technology acceptance, optimism has significant and positive relationship on perceived ease of use while insecurity has negative relationship on perceived ease of use but it is not significant. In the technology readiness, smartness and responsiveness positively relationship on perceived usefulness. Perceived usefulness has positive relationship on intention to use and perceived ease of use has direct and indirect relationship on intention to use through perceived usefulness. The result of this study suggest that the company must focus both from the ease of use (insecurity and optimism) and usefulness (smartness and responsiveness) to apply subscription model in Indonesia.