EXPLORING PERSONAL INNOVATIVENESS AS A DRIVING FACTOR IN THE TECHNOLOGY ACCEPTANCE MODEL FOR MYTELKOMSEL IMPROVING

Dira Yulianti; Siska Noviaristanti

doi:10.62567/micjo.v2i3.1037

Authors

Dira Yulianti Telkom University
Siska Noviaristanti Telkom University

DOI:

https://doi.org/10.62567/micjo.v2i3.1037

Keywords:

Mytelkomsel, TAM, Personal innovativness, PLS-SEM, Customer Acceptance

Abstract

This study aims to analyze the role of Personal Innovativeness in influencing the actual use of the MyTelkomsel application through an extended Technology Acceptance Model (TAM). In this model, Personal Innovativeness is positioned as a core construct that influences three key user perceptions: Perceived Ease of Use, Perceived Usefulness, and Perceived Enjoyment. A total of 355 respondents participated in the study, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that seven out of eight hypothesized paths between constructs in the model demonstrate statistically significant effects. The only non-significant relationship is found between Perceived Ease of Use and Attitude Toward Use, suggesting that ease of use is no longer a major determinant of user attitudes toward digital applications, possibly because it is now perceived as a basic standard in technology usage. Conversely, Personal Innovativeness consistently exerts a significant influence on all three key perceptions, which in turn affect users’ attitudes, intentions, and actual behaviors. These results underscore the strategic role of innovative personal characteristics in driving adoption and active engagement with digital applications. The practical implications highlight the importance of user segmentation based on innovation levels, the development of enjoyable features, and the refinement of user experience to promote sustained engagement within digital ecosystems such as MyTelkomsel.

Downloads

Download data is not yet available.

References

Agarwal, R., & Prasad, J. (1998). A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology. Information Systems Research, 9(2), 204–215. https://doi.org/10.1287/isre.9.2.204

Al-Adwan, A. S., Li, N., Al-Adwan, A., Abbasi, G. A., Albelbisi, N. A., & Habibi, A. (2023). “Extending the Technology Acceptance Model (TAM) to Predict University Students’ Intentions to Use Metaverse-Based Learning Platforms”. Education and Information Technologies, 28(11), 15381–15413. https://doi.org/10.1007/s10639-023-11816-3

Andy, R., Dewi, A. C., & As’adi, M. (2021). An Empirical Study to Validate The Technology Acceptance Model (TAM) In Evaluating “Desa Digital” Applications. IOP Conference Series: Materials Science and Engineering, 1125(1), 012055. https://doi.org/10.1088/1757-899x/1125/1/012055

Arumanto. (2024). Tingkat penetrasi internet di Kaltim capai 80,63 persen. AntaraKaltim.

Crystanto, C., Munir, A. S., Surasa, H., Informatika, T., & Kharisma Makassar, S. (n.d.). ANALISIS KEPUASAN PENGGUNA APLIKASI MYTELKOMSEL MENGGUNAKAN PIECES FRAMEWORK Oleh. https://jurnal.kharisma.ac.id/kharismatech

Hair, J. F. ., Black, W. C. ., Babin, B. J. ., & Anderson, R. E. . (2014). Multivariate data analysis. Pearson Education Limited.

Maulana, M. P., Eka, &, Sari, P., & Kom, M. (2023). Analisa Kepuasan Pengguna Terhadap Aplikasi My Telkomsel Dengan Menerapkan Metode TAM (Technology Acceptance Model). In Syntax: Jurnal Informatika (Vol. 12, Issue 02).

Mugo, D., Njagi, K., Chemwei, B., & Motanya, J. (2017). The Technology Acceptance Model (TAM) and its Application to the Utilization of Mobile Learning Technologies. British Journal of Mathematics & Computer Science, 20(4), 1–8. https://doi.org/10.9734/bjmcs/2017/29015

Ode, W., Ratnaningsih, W., Murwani, E., & Rusdianto Berto, A. (2022). Proses Pengambilan Keputusan Adopsi Inovasi Aplikasi Gramedia Digital. Jurnal Komunikasi Profesional, 6(6). https://doi.org/http://ejournal.unitomo.ac.id/index.php/jkp

Panggabean, A. D. P., & Fadhilah, M. F. (2022). Service Analysis on Consumer Interest and Satisfaction. Study on street food in Sudirman Area, Bandung, Indonesia. International Journal Administration, Business & Organization, 3(3).

Pardede, E., & Hartiwi, Y. (2024). Analisis Usability Pada Aplikasi Mytelkomsel Menggunakan Metode Importance Performance Analysis Terhadap Kepuasan Pengguna. Jurnal Manajemen Teknologi Dan Sistem Informasi (JMS), 4(1). https://doi.org/10.33998/jms.v4i1

Rahadi, D. R. (2023). Pengatar Partial Least Square Strctural Equation Model PLS-SEM (Wijornato, Ed.). Lentera Ilmu Madani.

Ryan. (2023). Telkomsel dan Penantian Penetrasi 5G di Samarinda. Busam.Id.

Sarstedt, M., Ringle, C. M., Smith, D., Reams, R., & Hair, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105–115. https://doi.org/10.1016/j.jfbs.2014.01.002

Tasrif, M., Agus Setiawan, A., Purwo Saputro, E., & Kussudyarsana, K. (2023). Application of The Technology Acceptance Model in Measuring Customer Satisfaction and Loyalty. International Journal of Management Science and Information Technology, 3(1), 84–92. https://doi.org/10.35870/ijmsit.v3i1.1049

Telkomsel. (2022). Annual Report Telkomsel 2022.

Xiao, J. J. (2015). Consumer Interests and Economic Wellbeing (pp. 23–44). https://doi.org/10.1007/978-1-4939-2821-7_2

Zhang, J., Qian, X., & Feng, J. (2020). Review of carbon footprint assessment in textile industry. Ecofeminism and Climate Change, 1(1), 51–56. https://doi.org/10.1108/efcc-03-2020