THE ACCEPTANCE OF MARKETING AUTOMATION USING TECHNOLOGY ACCEPTANCE MODEL

• Main Author: Rizky Harnoko, Anugrah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41155
• Institution: Institut Teknologi Bandung

Marketing automation is a set of tools aimed to simplify the most-time consuming responsibilities of the new modern marketing and sales activities. The tools have been used by many businesses especially in the developed country. However, marketing automation in Indonesia is not well adopted enough. The purpose of this research is to assess factors that affect companies to use marketing automation software that could be consideration for marketing automation companies to gain more market share in Indonesia. Technology Acceptance Model is used as the research framework to understand user acceptance of marketing automation. The research was using 4 main variable including perceived ease of use, perceived usefulness, attitude toward use, and intention to use. The data are collected through 100 respondents from some business communities and was analysed by using multi linear regression and path analysis method. The result of this research shows all of the variables are significant relationship between each variable and Perceived Usefulness is the strongest variable to affect behavioral intention to use with the value of 0.747. The findings of this study can be useful for marketing automation company in formulating strategies to increase their market share and contribute to the literature by validating TAM to predict marketing automation adoption.