Analisis perilaku technology readiness, perceived quality, melalui attitude konsumen terhadap usage intention self service technology toko retail Hypermart Manado Town Square = Behavioral Analysis of technology readiness, perceived quality, through customer attitude to usage intention of self service technology at hypermart retail store Manado Town Square

Massie, Vincenzo Eulogia Stillman (2022) Analisis perilaku technology readiness, perceived quality, melalui attitude konsumen terhadap usage intention self service technology toko retail Hypermart Manado Town Square = Behavioral Analysis of technology readiness, perceived quality, through customer attitude to usage intention of self service technology at hypermart retail store Manado Town Square. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Di era globalisasi seperti sekarang ini, berbagai inovasi teknologi banyak memunculkan beragam teknologi dengan berbagai manfaat dan kegunaannya di masyarakat, termasuk dalam bidang ekonomi. Hypermart yang merupakan salah satu pemain industri jaringan retail di Indonesia, juga tidak ketinggalan zaman dan berinovasi dengan teknologi pada tokonya. Salah satunya adalah dengan menghadirkan Self service technology dalam kegiatan belanja di dalam Hypermart. Self Service Technology (SST) adalah teknologi yang memungkinkan seorang konsumen untuk melakukan pelayanan sendiri tanpa harus bergantung kepada karyawan. Tujuan dari dilakukannya penilitian ini adalah untuk mengetahui pengaruh pengaruh Technology readiness seperti, Optimism, Innovativeness, Discomfort, dan Insecurity juga Perceived value pelanggan melalui Attitude terhadap Usage Intention pelanggan terhadap self service technology. Manfaat dari penilitian ini adalah untuk memberikan informasi dan pengetahuan serta dapat memperluas wawasan terutama dalam bidang ilmu manajemen mengenai pengaruh variabel-variabel dalam penelitian ini. Penelitian ini bersifat kausal dengan menggunakan metode kuantitatif software AMOS 22.0 untuk membantu proses pengolahan data primer dari 124 pelanggan Hypermart Manado Town Square dikumpulkan dengan teknik Snowball Sampling. Karakteristik responden adalah pria dan wanita, berdomisili di Surabaya, berusia 18-60 tahun, serta pernah mengunjungi Hypermart Manado Town Square, dan menggunakan self service technology minimal 2 kali dalam kurun waktu 1 tahun terakhir. Pada penelitian ini hasil menunjukkan bahwa variabel yang berpengaruh positif signifikan terhadap Perceived value adalah Optimism, Innovativeness, Discomfort, dan Insecurity. Kemudian, Perceived value memiliki pengaruh positif signifikan terhadap Attitude dan Attitude berpengaruh positif signifikan terhadap Usage Intention pelanggan terhadap self service technology. Kata kunci : Self service technology, Sptimism, Innovativeness, Discomfort, Insecurity, Perceived value, Attitude, Usage Intention / In the current era of globalization, various technological innovations have given rise to various technologies with various benefits and uses in society, including in the economic field. Hypermart, which is one of the players in the retail network industry in Indonesia, is also not out of date and innovates with technology in its stores. One of them is by presenting self service technology in shopping activities in Hypermart. Self Service Technology (SST) is a technology that allows a consumer to perform self-service without having to depend on employees. The purpose of this research is to determine the effect of Technology readiness such as Optimism, Innovativeness, Discomfort, and Insecurity as well as the customer's Perceived value through Attitude on the Customer's Usage Intention to self-service technology. The benefit of this research is to provide information and knowledge as well as to broaden horizons, especially in the field of management science regarding the influence of the variables in this study. This research is causal by using quantitative method of AMOS 22.0 software to assist the processing of primary data from 124 customers of Hypermart Manado Town Square collected using Snowball Sampling technique. The characteristics of the respondents are male and female, domiciled in Manado, aged 18-60 years, and have visited Hypermart Manado Town Square, and have used self service technology at least 2 times in the last 1 year. In this study, the results show that the variables that have a significant positive effect on Perceived value are Optimism, Innovativeness, Discomfort, and Insecurity. Then, Perceived value has a significant positive effect on Attitude and Attitude has a significant positive effect on customer Usage Intention to self service technology. Keywords: Self service technology, Optimism, Innovativeness, Discomfort, Insecurity, Perceived value, Attitude, Usage Intention

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