EXPLORING OF FACTORS RELATED TO THE EFISHERY TECHNOLOGY ADOPTION IN FISH AND SHRIMP FARMING BUSINESS

• Main Author: Hutasoit, Baniar
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/44625
• Institution: Institut Teknologi Bandung

Digital innovation in the field of work and human activities has changed the behavior and habits of people today in doing their work and activities, it is characterized by the emergence of various mobile applications in almost every field of work or human activities such as transportation, purchasing, business, and finance, etc. But not all digital innovations can be accepted. Most people are rather difficult to accept and then adopt a digital innovation in their activities/fields of work. For example, digital innovations that try to be applied in the field of fish/shrimp cultivation using mobile applications. This happens because of differences in individual characteristics in the diffusion of innovation that can be grouped into five groups, namely Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. This research will use a company called eFishery as a case study on technology adoption. eFishery make digital innovations in the field of fish/shrimp culture by providing eFishery technology (a mobile application that is connected to a smart fish/shrimp feeder), that can carry out aquaculture activities such as scheduled and appropriate feeding, quantity, etc. In the process of analyzing the problem of technology adoption for eFishery technology, the authors found that most of the fish and shrimp culture are still dominated by manual cultivation, this is because the profile of fish and shrimp farmers in Indonesia is still dominated by people who are less educated and lack understanding to apply the technology in the process of fish/shrimp culture. As a result, this condition results in a TALC chasm between Early Adopters and Early Majority. This chasm caused the sale and use of eFishery Technology to decline dramatically. This happens because eFishery technology is on the TALC chasm. So that the use and adoption of eFishery technology stop at Early Adopters, and does not spread to the Early Majority and Late Majority groups. In TALC theory, Early Majority and Late Majority have the character that these individuals need more time and are skeptical to accept and adopt new technologies. So this thesis aims to find factors that can drive and accelerate the process of adoption of eFishery technology for fish and money farmers that have the character of Early Majority and Late Majority. Based on the finding factors, fish/shrimp farmers who have Early Majority and Late Majority characters in need of proven data and facts about eFishery technology usability & efficiency factors, ease of use of eFishery technology, and technology & company reputation in community have an impact in influencing them to adopt eFishery technology. The implementation plan of this research will collaborate the theory of Diffusion of Innovations, UTAUT (Unified Theory of Acceptance and Use of Technology) and TAM (Technology Adoption Model) in providing recommendations & solutions for companies on ways to encourage the adoption of eFishery technology.