Analisis Penerimaan dan Penggunaan Teknologi UTAUT3 dalam Layanan Musik Digital
An Analysis of UTAUT3 Technology Acceptance and Use in Digital Music Services
Keywords:
Behavioral Intention, Layanan Musik Digital, Spotify, Use Behavior, UTAUT 3Abstract
Adopsi teknologi Spotify dalam layanan musik digital merupakan topik yang penting dalam konteks digitalisasi saat ini dan menghadapi berbagai tantangan. Penelitian ini mengeksplorasi niat dan perilaku pengguna layanan Spotify menggunakan model UTAUT3. Metode penelitian ini adalah kuantitatif eksplanatori dengan pendekatan cross-sectional, di mana data primer dikumpulkan melalui kuesioner berskala Likert 1 hingga 5 yang disebarkan kepada mahasiswa sebagai sampel. Data yang terkumpul dianalisis menggunakan SmartPLS 3.0. Penelitian ini menguji 12 hipotesis, di mana delapan hipotesis diterima dan hipotesis lainnya ditolak. Hipotesis yang diterima menunjukkan bahwa performance expectancy (0.036), effort expectancy (0.041), facilitating conditions (0.024), hedonic motivation (0.032), dan personal innovativeness (0.030) berpengaruh terhadap behavioral intention (karena nilai p-value < 0.05). Selain itu, facilitating conditions (0.025), personal innovativeness (0.019), dan behavioral intention (0.001) berpengaruh terhadap use behavior (karena nilai p-value < 0.05). Sementara itu, hipotesis yang ditolak menunjukkan bahwa social influence (0.636), price value (0.117), dan habit ( 0.063) tidak berpengaruh terhadap behavioral intention, dan habit (0.065) juga tidak berpengaruh terhadap use behavior (karena nilai p-value > 0.05). Temuan ini memberikan implikasi signifikan untuk pengembangan strategi layanan musik digital yang lebih menekankan pada pengalaman pengguna dan inovasi teknologi.
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