ASSESSING CONSUMER ADOPTION OF ADIRAKU DIGITAL APPLICATION IN PT ADIRA DINAMIKA MULTI FINANCE TBK USING UTAUT II MODEL

• Main Author: Aliyyah Listi Wardah, Yolla
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67086
• Institution: Institut Teknologi Bandung

Technological developments that continue to increase affect various industries in developing by digitizing, one of industries is the financial industry. This digitization can be done in various ways, such as adopting digital applications. One of the companies that has adopted this digital application is PT Adira Dinamika Multifinance Tbk., which launched an application called Adiraku. However, the level of digital adoption of this application is still relatively low when viewed from consumer dissatisfaction with the problems that occur in the application and also evidenced by the ratings and reviews given by consumers. So this study intends to find out how the digital adoption of the Adiraku application is, the factors that can influence people's intentions to use the Adiraku application, and to present a new perspective on digital adoption of applications from previous research using the UTAUT II theoretical model. This study measures the effect of performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value, habit, behavioral intention, experience moderation factor, and also age in using the Adiraku application. This study uses a survey questionnaire method which is analyzed using PLS-SEM and semistructured interview methods, then it is found that hedonic motivation, price values, habits, and social influence have a significant effect on behavioral intention. In addition, facilitating conditions and behavioral intention also have a significant effect on actual usage. For the moderating factor, age significantly moderated the relationship between behavioral intention and actual usage, experience moderated the relationship between price value and behavioral intention. This research also provides insight for Adiraku application adopters based on consumer assessment in understanding the factors that can drive user intention to use Adiraku application and provide recommendations to increase the adoption level of Adiraku application. Keywords: Consumer Adoption, Behavioral Intention, Adiraku, UTAUT II, PLSSEM