Factors affecting intention to adopt digital platform : an extension of the utaut model with the moderating role of customer loyalty : an empirical study of building material store in greater Surabaya and Malang area

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Fahryandanu, Wachid (2021) Factors affecting intention to adopt digital platform : an extension of the utaut model with the moderating role of customer loyalty : an empirical study of building material store in greater Surabaya and Malang area. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

Indonesia has been experiencing rapid digitalization in recent years. Moreover, the pandemic brings contribution by accelerating the digital services adoption among Indonesian consumers in many industries, not to mention building material industry. Many building material players have developed their digital transformation, especially in customer order process. Yet, adoption rate for digital platform in the industry is not satisfying. For example, in SIG as the biggest building material provider in Indonesia, there are only 2,3% of their active building material stores who are adopting their digital platform. Many researches have observed the factors which influence intention to use of a digital platform in many industries, using unified theory of acceptance an the use of technology (UTAUT). But, not many of them observing in the context of building material industry. Moreover, little has been known about the moderating effect of customer loyalty in UTAUT model. The objective of the study is to investigate the significance of UTAUT model in the context of building material industry and moderating role of customer loyalty. The population oberved was building material stores in greater Surabaya and Malang area. The sample was taken using proportionate stratified sampling with sample size 100 respondents. Collected data was analyzed using SPSS and SmartPLS. The result showed that performance expectancy, effort expectancy, and social influence have significant effect to intention to adopt digital platform. Moreover, their relationship are moderated by customer loyalty. This research findings contributes to improve UTAUT's body of knowledge by extending it using new moderation mechanism: customer loyalty.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Library > GFP (Group Field Project)
Depositing User: Dede Faujiah
Date Deposited: 19 Oct 2022 04:23
Last Modified: 19 Oct 2022 04:23
URI: http://repository.ipmi.ac.id/id/eprint/1583

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