Technology Acceptance Model for Digital Marketing Analysis

Emy Susanti

and Femi Dwi Astuti

Information System, STMIK AKAKOM, Yogyakarta, Indonesia

Informatics Engineering, STMIK AKAKOM, Yogyakarta, Indonesia

Keywords:

Analysis, Digital Marketing, Home Industry, TAM, Bantul.

Abstract:

Business people in society consist of many components, one of which is a small industry or a home industry.

This home industry really needs the support of many parties to be able to play a role in increasing the level of

the economy and people’s welfare. Home industries that are classiﬁed as small and medium-sized businesses

in the Bantul Region of Yogyakarta can experience an increase of 8Technology Acceptance Model (TAM) is

an acceptable model for predicting acceptance of a new technology. This model will illustrate that there are

a number of factors that inﬂuence the user’s decision to use digital marketing. The results obtained from this

study are that the perception of the home industry community in Bantul on digital marketing that is PEU has

a positive effect on ATU, PU has a positive effect on ATU, PEU has a positive effect on AU, PU has a positive

effect on AU, ATU has a positive effect on AU. In general, it can be concluded that the perception of ease

and usefulness of digital marketing will inﬂuence the belief in the use of digital marketing and will affect the

attitude and actual use.

1 INTRODUCTION

The development of technology which is rapidly in-

creasing now and reaching all ﬁelds of life indirectly

has changed the pattern of human life. The conven-

tional method used has shifted to digital activities.

One area of life that is inseparable from that is the

ﬁeld of economics or rather in the ﬁeld of business.

Economic activities in the business sector that were

previously carried out conventionally have shifted to

use digital systems. Part of business activities in-

clude the marketing process or marketing which in-

cludes promotional activities. This era of inevitable

digitalization requires business people to keep abreast

of developments in order to win the market. Promo-

tional activities that use digital systems are known as

digital marketing which includes promotional activi-

ties including SEO (Search Engine Optimization), on-

line advertising (FB ads, Adwords, etc.), television

& radio advertisements, electronic billboards (video

tron), email marketing Mobile marketing and others.

The emergence of digital marketing in the small and

medium industry sector today has given a change in

the habits of its activities. One of the habitual shifts

in promotional activities that were previously carried

out conventionally today is not a few who use digital

marketing. The development of technology is realized

for some people who have provided a lot of positive

support for their business.

The use of information technology in the form of

digital marketing has been widely used by the home

industry community in Bantul district which is felt to

be quite helpful and contributing positively. However,

not all of them use the technology support, so it needs

to be analyzed using TAM (Technology Acceptance

Model) to determine the acceptance of the industrial

community in Bantul district for digital marketing as

a promotional strategy. From the results of the anal-

ysis will provide information about the acceptance of

the creative industry community in the home industry

about the use of digital marketing so that it can pro-

vide the support needed to be able to use technology

better and get optimal results.

2 RELATED WORKS

Some previous studies used as references in the ﬁeld

of Technology Acceptance Model (TAM) analysis

for Digital Marketing include (Darpito, 2015) (Pradi-

ani, 2017) (Pertawijaya and Sharif, 2015)(Surendran,

2012) analyzed the effect of the Technology Accep-

tance Model on the purchase of furniture and handi-

craft products of SMEs through Online Media in Yo-

Susanti, E. and Astuti, F.

Technology Acceptance Model for Digital Marketing Analysis.

DOI: 10.5220/0009433700850091

In Proceedings of the International Conferences on Information System and Technology (CONRIST 2019), pages 85-91

ISBN: 978-989-758-453-4

gyakarta. The results showed that the variables in

TAM were able to inﬂuence consumer satisfaction but

did not affect consumer purchase intentions to shop

online. Consumer spending intentions are more in-

ﬂuenced by social factors, namely friends, family and

the environment. The use of the TAM method has

also been carried out by (Hanggono, 2015). The re-

search carried out is to analyze the practice of TAM

in supporting online businesses by utilizing Instagram

social networks. The results show the perceived ease

of use variable has a signiﬁcant positive effect on per-

ceived usefulness and attitude of use. the variable at-

titude of use has a positive inﬂuence on behavior to

use, the variable behavior of using has a signiﬁcant

effect on the real condition of the use of the system

with a calculated value of 14,829 at sig.t of 0,000.

(Pradiani, 2017) analyzes the effect of digital market-

ing marketing systems on increasing sales volume of

home industry products. The results showed that digi-

tal marketing was seen as the best medium as the most

effective and efﬁcient means of promotion and was

able to signiﬁcantly increase sales volume from net

income per month from 1 - 1.5 million rupiah to 3 -

3.5 million rupiah. The Comparative Analysis of Mo-

bile TAM was also carried out on the T-Money and

Mandiri E-Cashtelecommunications applications by

(Pertawijaya and Sharif, 2015). The purpose of this

study is to determine and compare user acceptance

of the variables in TAM. The results showed that all

TAM variables were in the good and very good cate-

gories. There are differences in user acceptance of the

construct variables of the mobile technology accep-

tance model. In addition to Pertawijaya, research on

the TAM model has been conducted by (Surendran,

2012). The study discusses how the technology Ac-

ceptance Model works and the different factors that

exist in the TAM model. The results also reveal var-

ious changes that have been made by several other

researchers to the TAM model.

3 LITERATURE REVIEW

3.1 Technology Acceptance Model

(TAM)

The Technology Acceptance Model (TAM) intro-

duced by Davis in 1989 is one of the evaluation mod-

els of technological success seen from the use of tech-

nology. This model will give an illustration that there

are a number of factors that inﬂuence the user’s deci-

sion to use new technology, namely beneﬁts and con-

venience. Usability shows the user’s conﬁdence in

the contribution of technology to the performance of

technology users. While convenience shows the level

where the user believes that the use of new technol-

ogy is easy and does not require a lot of effort. This

concept includes the clarity of the purpose of using

technology and the ease of use of the system for pur-

poses in accordance with the wishes of the user so that

if the system is easy to use, then the user will tend to

use the technology. The model of the relationship of

factors that inﬂuence acceptance in TAM can be seen

in Figure 1.

Figure 1: Technology Acceptance Model Dimen-

sions(Davis, 1984)

Reactions and perceptions of users of Information

technology (IT) will affect their attitude in acceptance

of the technology. One of the factors that can inﬂu-

ence it is the user’s perception of the usefulness and

ease of use of IT as a reasonable action in the context

of technology users, so that the reason someone sees

the beneﬁts and ease of use of IT makes the person’s

actions / behavior as a benchmark in the acceptance

of a technology. The TAM model, developed from

psychological theories, explains the behavior of com-

puter users that is based on beliefs, attitudes, desires,

and user behavior relationships. The purpose of this

model is to explain the main factors of user behav-

ior towards user acceptance of technology. In more

detail, it explains about the acceptance of IT with cer-

tain dimensions which can affect the acceptance of IT

by users. This model places the attitude factor of each

user’s behavior with two variables, namely: 1. Ease

of use , 2. Usefulness.

Both of these variables can explain aspects of user

behavior, the conclusion is the TAM model can ex-

plain that the user’s perception will determine his at-

titude in the use of IT. This model more clearly illus-

trates that the acceptance of IT use is inﬂuenced by

usefulness and ease of use. The construct has been

modiﬁed from the previous TAM research model,

namely: Perceived Ease of Use, Perceived Useful-

ness, Attitude Toward Using, Behavioral Intention To

Use, and Behavioral Intention To Use real conditions

of system usage (Actual System Usage).

CONRIST 2019 - International Conferences on Information System and Technology

3.2 Steps to the TAM Method

3.2.1 Exogenous Constructs

This construct is known as sources variables or in-

dependent variables that are not predicted by other

variables in the model. Exogenous constructs in-

clude Perceived Ease of Use (PEOU), which is a level

where someone believes that a technology can be eas-

ily used.

3.2.2 Endogenous Constructions

the factors predicted by one or several constructs.

Endogenous constructs can predict one or several

other endogenous constructs, but endogenous con-

structs can only be causally related to endogenous

constructs. Endogenous constructs include Perceived

Usefulness (PU), Attitude Toward Using (ATU), Be-

havioral Intention To Use (ITU) and Actual System

Usage (ASU).

3.2.3 Structural Equations

From the existing constructs we will get structural

equations that will form the model, examples like the

following:

PU = y11PEOU + c1 (1)

ATU = y21PEOU + β21PU + c2 (2)

ITU = β32ATU + β31PU + c3 (3)

ASU = β43ITU + c4 (4)

3.3 Digital Marketing

Digital Marketing has changed the way humans com-

municate, act and make decisions. Marketing activ-

ities are also not free from the inﬂuence of digital

technology. The term digital-based marketing (digital

marketing) has evolved from initially marketing ac-

tivities of goods and services using digital channels

to a broader understanding of the process of gain-

ing consumers, building consumer preferences, pro-

moting brands, maintaining consumers, and increas-

ing sales. The concept of digital marketing comes

from the internet and search engines (search engines)

on the site. When the use of the internet exploded

in 2001, the market was dominated by Google and

Yahoo as search engine optimization (SEO). The use

of internet search grew in 2006 and in 2007 the use

of mobile devices increased dramatically which also

increased the use of the internet and people from all

over the world began to relate to each other through

social media (Khan and Siddiqui, 2013). The deﬁ-

nition of digital marketing according to the Ameri-

can Marketing Association (AMA) is an activity, in-

stitution, and process facilitated by digital technology

in creating, communicating, and conveying values to

consumers and other interested parties (Kannan et al.,

2017). Digital marketing is also deﬁned as marketing

activities that use internet-based media (Wardhana,

2015).

3.4 Home Industry

Home industry or home industry is a business oppor-

tunity that is starting to emerge in the current era be-

cause of the increasingly limited available employ-

ment. This kind of industry can be managed inside

the house so that it can be monitored at any time. This

kind of small business is managed by people who are

related. The capital needed for this business is small

and the tools used are manual.

4 RESEARCH METHODOLOGY

The stages that will be carried out in this study are:

4.1 Literature Study

Study reference books or sources relating to the anal-

ysis of the use of digital marketing in the home in-

dustry community in the Bantul region of Yogyakarta

using the TAM method

4.2 Data Analysis

Analyzing the theories and methodologies and tech-

niques used to analyze the use of digital marketing in

the home industry community in the Bantul region of

Yogyakarta using the TAM method.

4.3 Implementation of Theory and

Methodology

Implement theories and methodologies for analyzing

the use of digital marketing in home industry commu-

nities in the Bantul region of Yogyakarta.

4.4 Location of Research Population

The location of this research was conducted in Ban-

tul Regency, Yogyakarta. Respondents who partic-

Technology Acceptance Model for Digital Marketing Analysis

ipated in this study were home industry communi-

ties in the Bantul region. Bantul is part of the Yo-

gyakarta Special Region with the southern border of

DIY as a district. With demographic conditions that

support the tourism sector, it will grow the economy

of the people in Bantul through small and medium

industries. Based on information from the Bantul dis-

trict statistics agency that economic growth in 2017 of

4.52% was supported by the creative industry sector

including small and medium industries. Bantul has

great potential in the creative industry sector includ-

ing fashion, design, crafts, culinary, computer and

software services, music and performing arts. Based

on data available in Bantul for the medium industry

as a whole, 1,723,634 industries are scattered in 16

sub-districts and consist of various types of industries

such as the food industry, the clothing and leather in-

dustry, the chemical and building materials industry,

the metal and electronics industry, the handicraft in-

dustry. The population in this study is the home in-

dustry community for the creative industries in Ban-

tul district with random locations. The sample will be

determined by purposive sampling technique, which

is the technique of determining the sample based on

certain considerations. Samples taken were 100 re-

spondents.

4.5 Variables Studied and Operational

Variables

In this study, the TAM model was chosen as a theo-

retical basis that has a strong ability to explain the use

of technology by users (Davis, 1989). This study uses

4 (four) variables which are modiﬁed from the previ-

ous TAM research model, namely: Perceived of use,

Perceived Usefulness, Attitude toward Usage, Actual

Usage. Where according to the theory of TAM signif-

icantly ease and usefulness variables affect user ac-

ceptance in using digital marketing. The instrument

used to measure the variables of this study is an in-

strument that has been used in previous studies, mak-

ing it possible to increase the validity and reliability

of measurements. The measurement of each variable

uses a Likert scale of 1 to 5, each of which has the

following meanings: 1 = strongly disagree (STS), 2

= disagree (TS), 3 = neutral (N), 4 = agree (S ), 5 =

strongly agree (SS).

4.6 Data Collection Methods

In this study using hypothesis testing research,

namely building hypotheses on the basis of relevant

theory and research. Data obtained by distributing

questionnaires to selected respondents. The main pur-

pose of a study is to answer the questions dani hypoth-

esis.

4.7 Data Analysis Techniques

Data Analysis Techniques The data collected was an-

alyzed by means of the correlation analysis and re-

gression assistance of the SPSS program. The re-

sults of the analysis will be in the form of descriptive

statistics, data quality tests, classic assumption tests,

regression analysis and hypothesis testing. The re-

search data were analyzed with the following statisti-

cal tools:

1. Descriptive statistics

2. Data Quality Test

3. Classic assumption test

4. Normality test

5. Heterokedasticity Test

6. Autocorrelation Test

4.8 Analysis Techniques for Hypothesis

Testing

The analysis technique used is the Absolute Differ-

ence Test. This test is carried out because according

to Furcot and Shearon (in Ghozali 2006) this kind of

interaction is preferred because previous expectations

relate to the combination of X1 and X2 and affect Y.

The Regression Equation used is shown in equation

Y = a + b1X1 + b2X 2 + b3X1 −X2 + e (5)

Information :

a: Constants

Y: Individual performance

X1: Usefullness of Technology

X2: Ease of Use

b1-2-3: Regression coefﬁcient

e: error

H1 and H2 were tested by comparing the level of

signiﬁcance of t with 0.05 ( ´a = 5%). If the signiﬁ-

cance level t = 0.05, the hypothesis is accepted. This

means that the ease and usefulness of digital mar-

keting has a signiﬁcant effect on acceptance and H2,

namely the ease of use as a moderating variable has

a signiﬁcant effect on the relationship between digital

marketing utilization with the attitude and sincerity to

use it.

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5 RESULT AND DISCUSSION

Characteristics of respondents used are seen from

gender, age, last education, type of industry, location

of industry, know digital marketing, digital marketing

media used.

Figure 2: Characteristics of Respondents.

Based on information obtained for Figure 2 re-

garding respondent respondents for home industry

business is as follows: from gender, it is estimated

that women for home business is 57%, this is because

there are more women than women in Bantul based

on statistical data available in in 2018. Based on

age the largest percentage of industrial houses is ob-

tained at the age of 31-40 years which is 30%, this is

the productive age. Then based on educational back-

ground the largest percentage in high school educa-

tion is equal, and the type of industry that has the

largest percentage of food industry is 33.83the next

handicraft industry is 26.82%. From this informa-

tion technology is needed in business activities in the

home industry such as digital marketing that will help

improve industrial business progress.

Data quality resulting from the use of research in-

struments can be evaluated through reliability and va-

lidity tests. Each test is to determine the consistency

and accuracy of data collected from the use of the in-

strument. To measure reliability with Cronbach Al-

pha statistical tests. A construct or variable is said to

be reliable if it gives a Cronbach alpha value> 0.60.

Following are the results of the reliability test

shown in Figure 3.

space

Figure 3: Reliability Test.

Validity test is used to measure the validity or va-

lidity of a questionnaire. A questionnaire is said to be

valid if the questions on the questionnaire are able to

reveal something that will be measured by the ques-

tionnaire. According to Ghozali (2006) to measure

validity can be done by correlating the score of ques-

tions with the total construct score or variable. Signif-

icance test is done by comparing the value of r arith-

metic with r table for degree of freedom (df) = n - 2,

in this case n is the number of samples. In this study

the number of samples (n) = 100 and the magnitude

of df can be calculated 100 - 2 = 98, with df = 98

and alpha = 0.05, obtained r table = 0.1966. To test

whether each indicator is valid or not can be seen in

the Cronbach Alpha output display in the Correlated

Item - Total Correlation column both in the construct

of ease, utilization, attitude of use, actual use of dig-

ital marketing. Then the value of Correlated Item -

Total Correlation compared with the results of the cal-

culation of r table = 0.1966, if r arithmetic > r table

and is positive then the item or question is declared

valid.

Figure 4: Correlation.

From Figure 4 it can be seen that the value of r

calculated Corrected Item-Total Correlation for con-

struct indicators of digital marketing ease, usefulness,

Technology Acceptance Model for Digital Marketing Analysis

attitude of use and actual use of digital marketing >

from r table 0.1966. So it can be concluded that all

construct indicators are valid.

Figure 5: Multicollinearity Test.

Based on Figure 5, the results of the calculation

of the tollerance value shows that there are no inde-

pendent variables that have a tollerance of less than

0.10, which means there is no correlation between the

independent variables whose value is more than 95%.

The results of the calculation of the Variance Inﬂa-

tion Factor (VIF) value also showed the same thing:

there was not one independent variable that had a VIF

value of more than 10. So it can be concluded that

there was no multicollinearity between the indepen-

dent variables in the regression model.

5.1 Hypothesis Testing Results

Based on multiple linear regression analysis the fol-

lowing results are obtained:

1. Hypothesis 1 PEU (Ease / Perceived of Use)

against ATU (Attitude toward Usage / Attitude in

the Use of IT), obtained the results of the two

sided t test signiﬁcance level of 0.01 less than 0.05

of this positive regression coefﬁcient of 0.39 indi-

cates hypothesis 1 is accepted, meaning that PEU

has a positive effect on ATU or if the user’s per-

ception of the ease of digital marketing will form

the more conﬁdent the user is to use digital mar-

keting in the home industry in Bantul region.

2. Hypothesis 2 PU (Beneﬁt / Perceived Usefulness)

against ATU (Attitude toward Usage / Attitude in

the Use of IT), the results obtained by the t-level

signiﬁcance of two-sided test by 0.01 less than

0.05 positive regression coefﬁcient 0.492 shows

hypothesis 1 accepted, it means PU has a positive

effect on ATU or if the user’s perception of the

ease of digital marketing will be more conﬁdent

the user will be formed to use digital marketing in

the home industry in Bantul region.

3. Hypothesis 3: PEU (Ease / Perceived of Use)

against AU (Actual Usage / actual use of IT), the

signiﬁcance of the two-tailed t-test level of 0.01 is

less than 0.05, the positive regression coefﬁcient

of 0.24 shows the hypothesis 1 is accepted, mean-

ing that PEU has a positive effect on the AU or if

the user’s perception of the ease of digital market-

ing will be more conﬁdent the user will be formed

to use digital marketing in the home industry in

Bantul region.

4. Hypothesis 4, PU (Perceived Usefulness) against

AU (Actual Usage / IT use actually), the results

obtained by the t-level signiﬁcance of two-sided

test of 0.01 is smaller than 0.05 positive regres-

sion coefﬁcient of 0.17 shows the hypothesis 1 is

accepted, meaning PU has a positive effect on the

AU or if the user’s perception of the ease of digi-

tal marketing will be more conﬁdent the user will

be formed to use digital marketing in the home

industry in Bantul region.

5. Hypothesis 5, ATU (Attitude toward Usage / Ac-

tions in the Use of IT) against AU (Actual Usage

/ actual use of IT) obtained the results of the t-

test two-sided signiﬁcance level of 0.01 smaller

than 0.05 positive regression coefﬁcient of 0.11

this shows that hypothesis 1 is accepted, meaning

that ATU has a positive effect on the AU or if the

user’s perception of the ease of digital marketing

will create more conﬁdence for users to use digital

marketing in the home industry in Bantul region.

6 CONCLUSIONS

The conclusion obtained from this study is that the

perception of the home industry community in Bantul

on digital marketing that is PEU has a positive effect

on ATU, PU has a positive effect on ATU, PEU has a

positive effect on AU, PU has a positive effect on AU,

ATU has a positive effect on AU. In general, it can be

concluded that the perception of ease and usefulness

of digital marketing will affect the belief in the use

of digital marketing and will affect the attitude and

actual use.

For the next research, another method for analysis

can be used as a comparison in the process of accep-

tance analysis of technology, and can be developed to

analyze the results of the achievement of the use of

digital marketing, tools can be made as an analysis of

acceptance of new technologies.

ACKNOWLEDGEMENTS

The authors would like to thank LLDIKTI Region V

Yogyakarta, and STMIK AKAKOM Yogyakarta for

their support of this research.

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