PENGEMBANGAN MODEL PREDIKSI PEMBELIAN TEKNOLOGI SMARTPHONE

• Main Authors: , Latifa I. Masyithoh, , Nur Aini Masruroh, ST., M.Sc., Ph.D.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/133908/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=74809
• Institution: Universitas Gadjah Mada

Smartphone has gained more popularity to the non smartphone that has popularity in the previous period and been difficult to replace. For a given market segment, although the number of smartphone users are increasing, there is still a market for non-smartphone. It shows that new technology cannot be accepted easily. This can be influenced by several factors such as internal factors (quality, brand, features, etc.) and psychological factors individually in accepting a new technology, especially smartphones. Each people also have their preferences to choose the products and which would uncertain. This research develops model that can predict the trend of the factors that influence a person's decision to buy a smartphone. The model accommodates uncertainty, reflecting the consideration to launch smartphone products. Previous research developed a smartphone technology adoption model using Bayesian Network approach. However, the model structure was only based on the literature, so the new method is needed to support structure development based on empirical data. In modeling these factors, researcher adopted several variables on the theory of Technology Acceptance Model (TAM), which is a theory that is suitable for measuring and analyzing the acceptance of a technology. Then, several hypotheses is verified based on the empirical data to see the relationships among factors. Empirical data is obtained from 331 respondents by questionnaire method. Furthermore, the data is processed by using path analysis to try constructing the model based on the data. The results of path analysis modeling are evaluated to construct the model by calculating the model accuracy. The results showed that the model to predict purchasing decision of smartphone has been successfully developed with a Bayesian Network approach by adopting the theory of Technology Acceptance Model (TAM) has accuration 98,9%. This research also shows that path analysis is support to construct the structure of the model based on the data. From these results, perceived usefulness, price, and perceived ease of use influence the purchasing decision of smartphone technology significantly. The model can be used to predict consumer trends to buy smartphones (what - if - scenario). Keywords: uncertainty, buying smartphone, Bayesian Network (BN), Technology Acceptance Model (TAM), path analysis