A Study of Customer Adoption of Bring Your Own Device (BYOD) in Dine-In Service: A Technology Acceptance Model Approach at XYZ Restaurant

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Suseno, Rangga (2026) A Study of Customer Adoption of Bring Your Own Device (BYOD) in Dine-In Service: A Technology Acceptance Model Approach at XYZ Restaurant. Masters thesis, IPMI Institute.

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Abstract

The rapid digitalization of the food and beverage (F&B) industry has accelerated adoption of self-service technologies to enhance operational efficiency and customer experience. One such innovation is Bring Your Own Device (BYOD), which enables customers to use their smartphones to place orders and complete payments during dine-in visits. Although BYOD offers operational advantages, including improved labor productivity and reduced service costs, its adoption at XYZ Restaurant declined from 33.7% in 2024 to 28.5% in 2025, indicating that successful implementation alone is insufficient to sustain customer usage. This study therefore investigates the factors influencing customers' Intention to Repeat Use BYOD based on the Technology Acceptance Model (TAM). A quantitative explanatory design was employed using survey data from 500 customers who had experience using the BYOD ordering system at XYZ Restaurant in Greater Jakarta. The proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), while Importance–Performance Map Analysis (IPMA) identified managerial priorities for improving adoption. Findings show that Perceived Ease of Use significantly enhances both Perceived Usefulness and Attitude toward BYOD. Perceived Usefulness also positively affects Attitude but does not directly influence Intention to Repeat Use; instead, its effect operates through Attitude, making Attitude the dominant predictor of continuance intention. These results suggest that sustained BYOD adoption depends not only on functional benefits but also on customers' willingness to embrace it as part of the dining experience. This study extends TAM by explaining continuance intention in an experiential restaurant context and complements PLS-SEM with IPMA to translate empirical findings into actionable managerial priorities, offering practical guidance for XYZ's management to strengthen customer acceptance and improve its digital ordering initiatives.

Keywords: Bring Your Own Device (BYOD), Technology Acceptance Model (TAM), Perceived Ease of Use, Perceived Usefulness, Attitude, Intention to Repeat Use, PLS-SEM, IPMA, Digital Transformation.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: sandra margaretha
Date Deposited: 24 Sep 2026 06:19
Last Modified: 28 Sep 2026 02:30
URI: http://repository.ipmi.ac.id/id/eprint/3023

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