USULAN RANCANGAN KOMUNIKASI PEMASARAN BERDASARKAN FAKTOR YANG MEMENGARUHI INTENSI PENGGUNAAN APLIKASI PENCARI KERJA UNTUK PEKERJA KERAH BIRU PADA APLIKASI CERI
Blue-collar worker is a group of workers who have low skills and have the highest education level in high school or vocational school. During the pandemic, blue-collar workers accounted for the largest proportion of the unemployment rate. To solve this, Ceri was launched as a job portal that connect...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/68787 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Blue-collar worker is a group of workers who have low skills and have the highest education level in high school or vocational school. During the pandemic, blue-collar workers accounted for the largest proportion of the unemployment rate. To solve this, Ceri was launched as a job portal that connects job seekers and employers using a mobile application. However, currently Ceri is still facing challenges in acquiring users due to the low adoption of Ceri among blue-collar workers. The survey results show that out of 231 respondents, only 16 people aware about Ceri and only 5 people have used Ceri. This low number is due to their marketing communications that are still not effective in increasing the awareness and adoption of the Ceri application. Currently, the understanding of the factors that determine the intention to adopt and about the behavior of online job seekers is still limited.
This study aims to identify the factors that influence the intention to adopt an online job seeker application on blue-collar workers. The model used in this study is the Lin (2010) model which integrates the Theory of Planned Behavior and Technology Acceptance Model. Problem solving was carried out using a questionnaire distributed to blue-collar workers. The data from the questionnaire were processed using the partial least square structural equation modeling (PLS-SEM) method.
This study shows that attitude, perceived usefulness, perceived ease of use, information quality, system quality, subjective norm, interpersonal influence, external influence, perceived behavioral control, and self-efficacy are factors that significantly increase the intention to use job seeker applications for blue-collar workers. With these results, a marketing communication proposal was designed in the form of mock-ups to increase awareness and adoption of Ceri.
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