Acceptance and Use of Agree Mart App Using UTAUT-3 in Indonesia

https://doi.org/10.35912/jbpd.v3i1.4500
Published: Jul 10, 2023

Abstract:

Purpose: The use of applications for trade transactions in the digital era is increasingly in demand by the public, one of which is to meet their daily needs. There is no exception in the food sector to meet the needs of kitchens and fresh products, more and more applications are trying to meet these needs. However, the commodities that are sold are commodities that are quite vulnerable both in terms of price (price sensitive) and resilience (perishable goods). Instead of creating e-commerce groceries in the food sector, PT Telkom Indonesia prefers to create a grocery marketplace, so that it is not affected by price conditions and product durability because the products sold are owned by MSMEs.

Research methodology: This research method uses a mixed method by taking a sample of the population of active users in Indonesia and using samples from several respondents, and registered users who have not made transactions

Results: It is hoped that this research will provide benefits to add insight and as a digital business reference and material for consideration for meeting daily needs in Indonesia in determining the right strategy both in business and application.

Conclusions: The research concludes that users’ intention to use Agree Mart is strongly influenced by how useful, easy, enjoyable, and cost-effective they perceive the app to be, as well as their existing habits and innovative tendencies. Behavioral intention is a critical predictor of actual usage, while external social influence and facilitating conditions have minimal impact on intention. However, facilitating conditions and habit do significantly influence use behavior.

Limitations: This study is limited by its focus on respondents who have already made transactions using the Agree Mart application, which may exclude insights from potential users or those who have discontinued use. The research is also context-specific to Indonesian users, and findings may not be generalizable to other regions or cultural settings.

Contribution: This study contributes to the growing body of knowledge on technology acceptance by applying and extending the Unified Theory of Acceptance and Use of Technology (UTAUT2) model to the context of an Indonesian groceries marketplace application, Agree Mart. It provides empirical evidence on the significance of performance expectancy, effort expectancy, hedonic motivation, price value, habit, and personal innovativeness in shaping users’ behavioral intentions.

Keywords:
1. Business Model Canvas
2. Business Strategy Formulation
3. Digital Business Strategy
4. E-Groceries
5. Marketplace
Authors:
Irfan Nurdin Salman
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Salman, I. N. . (2023). Acceptance and Use of Agree Mart App Using UTAUT-3 in Indonesia. Jurnal Bisnis Dan Pemasaran Digital, 3(1), 41–61. https://doi.org/10.35912/jbpd.v3i1.4500
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Vol. 3 No. 1 (2023): Juli
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References

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    Dyarini, Mansah, A., Alam, A., Putri, A. D., & Noh, M. S. M. (2023). Phenomenology Study: Payment Methods on The Marketplace Seen From Islamic Economy Perspective. IQTISHODUNA: Jurnal Ekonomi Islam, 12(1), 321-332. doi:https://doi.org/10.54471/iqtishoduna.v12i1.2033

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    Farooq, M. S., Salam, M., Jaafar, N., Fayolle, A., Ayupp, K., Radovic-Markovic, M., & Sajid, A. (2017). Acceptance and Use of Lecture Capture System (LCS) in Executive Business Studies: Extending UTAUT2. Interactive Technology and Smart Education, 14(4), 329-348. doi:https://doi.org/10.1108/ITSE-06-2016-0015

    Haqi, M. F., & Astuti, B. (2024). Analisis Faktor-Faktor yang Berpengaruh terhadap Behavioural Intention to Use E-Wallet Bagi Generasi Z Indonesia. Jurnal Informatika Ekonomi Bisnis, 6(1), 118-132. doi:https://doi.org/10.37034/infeb.v6i1.805

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    Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis Pendekatan Pengembangan - Keahlian Buku 2. Jakarta: Penerbit Salemba Empat.

    Sekarini, D. (2021). Faktor Penerimaan Pengguna pada E-Learning dari Perspektif Siswa Sekolah Dasar Berbasis UTAUT Model. JATISI (Jurnal Teknik Informatika dan Sistem Informasi), 8(4), 1693-1709. doi:https://doi.org/10.35957/jatisi.v8i4.1257

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    Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204. doi:https://doi.org/10.1287/mnsc.46.2.186.11926

    Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425-478. doi:https://doi.org/10.2307/30036540

    Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157-178. doi:https://doi.org/10.2307/41410412

    Wahdania, H., & Salim, A. (2020). Potensi Pasar Tradisional dalam Peningkatan Ekonomi Masyarakat Menurutperspektif Ekonomi Islam (Studi Kasus Pasar Cekkeng di Kab. Bulukumba). Ar-Ribh: Jurnal Ekonomi Islam, 3(1), 44-60. doi:https://doi.org/10.26618/jei.v3i1.3298

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  1. Cano, J. A., Londono-Pineda, A. A., Campo, E. A., & Fernandez, S. A. (2023). Sustainable Business Models of E-Marketplaces: An Analysis from the Consumer Perspective. Journal of Open Innovation: Technology, Market, and Complexity, 9(3), 1-18. doi:https://doi.org/10.1016/j.joitmc.2023.100121
  2. Chang, A. (2012). UTAUT and UTAUT 2: A review and Agenda for Future Research. Journal the WINNERS, 13(2), 10-114. doi:https://doi.org/10.21512/tw.v13i2.656
  3. Dyarini, Mansah, A., Alam, A., Putri, A. D., & Noh, M. S. M. (2023). Phenomenology Study: Payment Methods on The Marketplace Seen From Islamic Economy Perspective. IQTISHODUNA: Jurnal Ekonomi Islam, 12(1), 321-332. doi:https://doi.org/10.54471/iqtishoduna.v12i1.2033
  4. Ekren, B. Y., Perotti, S., Foresti, L., & Prataviera, L. (2024). Enhancing E-Grocery Order Fulfillment: Improving Product Availability, Cost, and Emissions in Last-Mile Delivery. Electronic Commerce Research, 1-39. doi:https://doi.org/10.1007/s10660-023-09799-x
  5. Farooq, M. S., Salam, M., Jaafar, N., Fayolle, A., Ayupp, K., Radovic-Markovic, M., & Sajid, A. (2017). Acceptance and Use of Lecture Capture System (LCS) in Executive Business Studies: Extending UTAUT2. Interactive Technology and Smart Education, 14(4), 329-348. doi:https://doi.org/10.1108/ITSE-06-2016-0015
  6. Haqi, M. F., & Astuti, B. (2024). Analisis Faktor-Faktor yang Berpengaruh terhadap Behavioural Intention to Use E-Wallet Bagi Generasi Z Indonesia. Jurnal Informatika Ekonomi Bisnis, 6(1), 118-132. doi:https://doi.org/10.37034/infeb.v6i1.805
  7. Husnurrosyidah. (2019). E-Marketplace UMKM Menghadapi Revolusi Industri 4.0 dalam Perspektif Islam. Equilibrium: Jurnal Ekonomi Syariah, 7(2), 224-239. doi:http://dx.doi.org/10.21043/equilibrium.v7i2.6571
  8. Jagani, K., Oza, F. V., & Chauhan, H. (2020). Customer Segmentation and Factors Affecting Willingness to Order Private Label Brands: An E-Grocery Shopper's Perspective. In Y. Arslan (Ed.), Improving Marketing Strategies for Private Label Products (pp. 227-253). Pennsylvania: IGI Global.
  9. Kristi, N., Shiddieq, D. F., & Nurhayati, D. (2024). Analisis Penerimaan Aplikasi Flip Menggunakan Model Unified of Acceptance and Use of Technology 3. MALCOM: Indonesian Journal of Machine Learning and Computer Science, 4(2), 685-694. doi:https://doi.org/10.57152/malcom.v4i2.1316
  10. Laily, N., Irafahmi, D. T., & Mentari, S. (2014). Adopsi Teknologi dan Kinerja Mengajar Dosen Akuntansi. Jurnal Akuntansi Multiparadigma, 5(2), 232-243. doi:https://dx.doi.org/10.18202/jamal.2014.08.5019
  11. Limanan, C. C., & Keni, K. (2022). Pengaruh Habit dan Price Value terhadap Behavioral Intention Penggunaan Dompet Digital: Gender sebagai Variabel Moderasi. Jurnal Manajemen Bisnis dan Kewirausahaan, 6(6), 583-588. doi:https://doi.org/10.24912/jmbk.v6i6.20659
  12. Pah, V. C., & Kornelius, K. (2023). Pengaruh Behavioral Intention dan Penerapan Model UTAUT terhadap User Acceptance Digital payment in Quick Response Indonesian Standard (QRIS). Journal of Economics and Business UBS, 12(1), 439-452. doi:https://doi.org/10.52644/joeb.v12i1.145
  13. Pratama, A., Wulandari, S. Z., & Indyastuti, D. L. (2022). Analisis Technology Acceptance Model (TAM) pada Penggunaan Aplikasi PLN Daily (Studi Empiris pada Pegawai PLN UP3 Tegal). INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 5(3), 355-368. doi:https://doi.org/10.31842/jurnalinobis.v5i3.235
  14. Putri, R. A. (2023). Pengaruh Teknologi dalam Perubahan Pembelajaran di Era Digital. Journal of Computers and Digital Business, 2(3), 105-111. doi:https://doi.org/10.56427/jcbd.v2i3.233
  15. Santosa, P. I. (2018). Metode Penelitian Kuantitatif : Pengembangan Hipotesis dan Pengujiannya Menggunakan SmartPLS. Yogyakarta: Andi Publisher.
  16. Sari, V. K., & Nasution, M. I. P. (2024). Dampak E-Commerce Terhadap Perkembangan Digital. Jurnal Akademik Ekonomi Dan Manajemen, 1(4), 18-24. doi:https://doi.org/10.61722/jaem.v1i4.3113
  17. Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis Pendekatan Pengembangan - Keahlian Buku 2. Jakarta: Penerbit Salemba Empat.
  18. Sekarini, D. (2021). Faktor Penerimaan Pengguna pada E-Learning dari Perspektif Siswa Sekolah Dasar Berbasis UTAUT Model. JATISI (Jurnal Teknik Informatika dan Sistem Informasi), 8(4), 1693-1709. doi:https://doi.org/10.35957/jatisi.v8i4.1257
  19. Sihombing, M. T., Hubeis, M., & Cahyadi, E. R. (2024). Analisis Adopsi dan Penggunaan Aplikasi Pertanian Digital oleh Petani Skala Kecil di Kabupaten Tuban dengan Model UTAUT. MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah, 19(2), 80-92. doi:https://doi.org/10.29244/mikm.19.2.78-90
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  22. Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204. doi:https://doi.org/10.1287/mnsc.46.2.186.11926
  23. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425-478. doi:https://doi.org/10.2307/30036540
  24. Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157-178. doi:https://doi.org/10.2307/41410412
  25. Wahdania, H., & Salim, A. (2020). Potensi Pasar Tradisional dalam Peningkatan Ekonomi Masyarakat Menurutperspektif Ekonomi Islam (Studi Kasus Pasar Cekkeng di Kab. Bulukumba). Ar-Ribh: Jurnal Ekonomi Islam, 3(1), 44-60. doi:https://doi.org/10.26618/jei.v3i1.3298
  26. Wahyudyanti, F. H., Anantanyu, S., & Widiyanti, E. (2023). Pengaruh Faktor Sosial Ekonomi Petani Terhadap Tingkat Adopsi Inovasi Pupuk Organik Cair Nitrobacter di Kecamatan Jaten, Kabupaten Karanganyar. Journal of Integrated Agricultural Socio-Economics and Entrepreneurial Research (JIASEE), 2(1), 1-7. doi:https://doi.org/10.26714/jiasee.2.1.2023.01-07