USING SYSTEM DYNAMICS SIMULATION TO DEVELOP STRATEGIES TOWARDS IMMERSIVE TECHNOLOGY ADOPTION IN INDONESIA: A CASE OF PT SUWIR TBK

• Main Author: Athalah, Faza
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/77562
• Institution: Institut Teknologi Bandung

One of the increasingly adopted technologies globally is immersive technology. PT. SUWIR is one of the few Indonesian companies that sells immersive technology solutions to businesses with a B2B2C business model. However, the adoption of products of PT. SUWIR is not as massive as expected because there is currently little understanding of the environment of technology adoption of immersive technology in Indonesia. This research aims to look at what variables affect the immersive technology adoption rate in Indonesia, and what strategy is best for PT. SUWIR to maximize the adoption of their product and services in Indonesia. The research is done by doing literature review to extract key variables of technology adoption, identifying relationships between variables and creating system dynamics models of the relationships, validating the model by calibrating it with the number of users in platform services by PT. SUWIR, creating scenarios of different strategies, simulating the scenarios and analysing the result. The variables derived from Technology Acceptance Model (TAM) are Perceived Usefulness and Perceived Risk, with Perceived Usefulness affected by variable self-efficacy, quality, and ease of use. The two perceived variables are related to the intention of a user to adopt the product. Intention to use is then related to variables derived from the Bass diffusion model, namely Potential Adopters From Promotional Activities and Potential Adopters from Word-of-Mouth Activities, which will relate to the product adoption rate from Potential Adopters to Adopters. The research result based on the scenario testing shows that the best strategy to market the product is by focusing more on word-of-mouth activities as it has a greater impact on product adoption rather than promotional activities. Furthermore, the research suggests that promotional activities should focus on increasing perceived usefulness and perceived risk of potential customers in terms of immersive technology. Previous research done in Indonesia related to technology adoption mainly focuses on just applying the Technology Acceptance Model. This research contributes to filling the gap of combining Technology Acceptance Model and Bass Diffusion Model in a System Dynamics Model in the context of immersive technology in Indonesia.