STRATEGIES TO ENHANCE BEHAVIORAL INTENTION AND ADOPTION OF DIGITAL TOOLS: A CASE STUDY OF MAHIR PRICING TOOLS FOR MSMES BY MAHIR BANGET

• Main Author: Minasheila, Tifany
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87098
• Institution: Institut Teknologi Bandung

Digital transformation has become one of the important elements in supporting operational efficiency and competitiveness of Micro, Small, and Medium Enterprises (MSMEs). However, the adoption rate of digital technology by MSMEs is still low due to various obstacles, both technical and non-technical. This study aims to analyse the factors that affect behavioural intention and use behaviour of Mahir Pricing Tools in Indonesia. In addition, this study also formulates strategies to increase the adoption and utilization of these tools effectively. Quantitatively, a survey was conducted on active and potential users of Mahir Pricing Tools to evaluate factors such as performance expectancy, effort expectancy, social influence, and facilitating conditions. Descriptive statistical analysis shows that performance expectancy is the dominant factor in shaping user behaviour intentions, where users see this tool as having great potential to improve operational efficiency and profitability. However, the lack of demonstration of real benefits, such as ROI (Return on Investment), reduces the perception of its usefulness. In addition, effort expectancy revealed that users find the onboarding process less helpful, even though the tool is considered quite easy to use. Social influence factors, such as business partner recommendations, have proven to be significant in increasing trust, but their implementation is still limited. Meanwhile, the facilitating condition indicates that the lack of training and technical support is a major bottleneck, even though the tool is compatible with most MSME operational systems. Qualitatively, in-depth interviews and thematic analysis are conducted to gain a deeper understanding of the user experience. Users appreciate certain features, such as cost simulation and pricing calculations, but find it difficult to take advantage of all features due to the limitations of ongoing training and technical support. Additionally, users want tools that are more integrated with their business systems, such as inventory management or accounting systems. Based on these findings, the strategy was prepared using analysis tools such as TOWS Matrix, Value Proposition Canvas, and Perceptual Map. The proposed strategy includes: (1) simplifying the tool's interface and providing a "Quick Start" feature to make the onboarding process easier; (2) amplifying social influence through brand ambassador programs, user testimonials, and community events; (3) provide ongoing technical support with AI-based live chat and chatbot features, as well as regular training; (4) display measurable benefits, such as ROI, directly on the user dashboard; and (5) targeting specific market segments with features tailored based on business needs, such as retail and manufacturing. This research makes practical and academic contributions. Practically, these recommendations help the developers of Mahir Pricing Tools in increasing adoption and user satisfaction. Academically, this research is the basis for further studies on technology adoption in the MSME sector and strategies for developing more inclusive and user-needs-based digital solutions.