ANALYZING CONSUMER READINESS TOWARDS DICODING ONLINE LEARNING SERVICE USING MODIFIED TECHNOLOGY READINESS AND ACCEPTANCE MODEL (TRAM)

• Main Author: Arcelia, Monalisa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/65017
• Institution: Institut Teknologi Bandung

Amidst the industrial revolution and Covid19 pandemic, technology is the important thing as they change people behavior to be aware of ICT and internet. Indonesia has 56% penetration of internet users, most of them have several activities. However, only 2.8% of internet users access the online learning while the IT industry in Indonesia have big demand toward IT developers. Dicoding, as one of the online learning programming players in Indonesia, has small number graduate's student that indicates the user readiness to do online learning and absorb course material are not met. Therefore, looking for the factors that could increase the technology readiness to do online learning, which constitute the gap between the learning system with user's technology readiness and their intention of using Dicoding, and then, narrowing the gap is important in this research. Accordingly, the objectives of this research are first, to analyze factors those significantly influence the consumers intentions to use Dicoding Academy based on the modified TRAM; second, to assess the strength of relationship between the above significant factors with consumers intention to use online programming course services; and third, to propose suitable strategies as the business solutions alternatives for Dicoding. This research applied quantitative method and administered questionnaire survey to 405 Dicoding users as the respondents using purposive sampling, with pilot test as the first step. The results, author proposed strategy mapping and developed implementation plan to increase Dicoding’ s growth. As the theoretical contribution, this research is able to modified the technology readiness and acceptance model by adding satisfaction as the significant variable that mediate the relationship between technology readiness constructs with intention to use the online learning. In addition, research also found that discomfort variable is not significant factor. As the contribution to the business, suitable marketing strategies based on the research findings can be applied to the online programming learning education industry that currently changing the form of learning in every places due to the Covid-19 pandemic.