PERANCANGAN USULAN UNTUK MENINGKATKAN INTENSI PENGGUNA JAM TANGAN TRADISIONAL DALAM BERALIH KE SMARTWATCH

• Main Author: Chaerunissa, Zabina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/86115
• Institution: Institut Teknologi Bandung

Smartwatches, a form of wearable technology resembling traditional watches, are now widely produced and sold in Indonesia. However, the intention to use smartwatches among traditional watch users is still considered low. This indicates that there are barriers to adopting this technology. Therefore, to increase the intention to switch to smartwatches, a study was conducted to identify the factors influencing the switching intention of traditional watch users to smartwatches and to design solutions based on the factors that directly affect the intention to switch. A survey was distributed to 400 Indonesian traditional watch users. The questionnaire results were then processed using the PLS-SEM method. The constructs and indicators used in the questionnaire were derived from the diffusion of innovation theory (DIT), focusing on relative advantage and complexity; perceived product lifetime; and switching costs, divided into two types: financial switching costs and procedural switching costs. Results showed that relative advantage significantly influenced the intention to switch. Meanwhile, complexity significantly impacted procedural switching costs, and perceived product lifetime significantly impacted financial switching costs. The results of this analysis serve as input for the design of a proposed strategy to increase switching intention. A marketing communication strategy for smartwatches is formulated, which includes customization, personalization, incentives, and message notification to emphasize the advantages of smartwatches.