The Effect of Perceived Ease of Use and Quality of Information on the

Adoption of Instagram-based Android Application

Bela Yudha Darasta, Dyah Sugandini,

Mohamad Irhas Effendi

Universitas Pembangunan Nasional Veteran Yogyakarta

Keywords: PEOU, Quality information, attitudes, and adoption

Abstract: This study aims to analyze the adoption of Instagram Based-Android, which is influenced by the perceived

ease of use and quality of information. This research uses a survey based on Instagram, Based-Android

users who are staying in Yogyakarta. The sampling technique used is convenience sampling. The number of

respondents in this study was 215 people. The data analysis technique used is PLS-SEM. The results of the

data analysis show that not all proposed hypotheses are accepted. The effect of PEOU directly or through

mediating attitudes can influence innovation adoption. The influence of information quality on adoption

mediated by attitude is supported. The direct effect of information quality on adoption is not supported.

1 INTRODUCTION

Social media advances are rapidly linking products

and services. This social media allows marketers to

send special messages to targeted customer

segments after filtering them based on the required

criteria (Rishi and Sharma, 2017). Social media

marketing, according to Yazdanparast et al. (2016),

is a process that empowers promotional activities,

products, and social services through online

channels. This involves marketing related activities

such as blogging, sharing photos, and posting online.

Also, tools, platforms, and applications allow

customers to connect and be able to communicate

with others (Pinto & Yagnik, 2017). This study aims

to analyze the use of android-based social media on

users of tourism content on Instagram. Based on

research from we are social (a British social media

company), together with Hootsuite, mentioned that

out of a total of 268.2 million, 150 million of them

are social media users. The results of research

Hootsuite published on 31 January 2019 show that

in Indonesia, the use of social media has reached a

figure of 56%, which has been an increase of 20

million social media users compared to a few years

ago. The age of social media users ranges from 18-

34 years and spends an average of 3 hours 26

minutes to use social media for various purposes. In

this regard, to attract both local and foreign tourists,

the role of using social media is very important. In a

matter of minutes or seconds, the location of

marketing tourist attractions, we can enjoy its beauty

through social media such as Facebook, Twitter, or

Instagram. Application Instagram Android-based

indeed occupies the first rank social media compared

to Facebook, Snapcat, and Tweeter. The initial

survey results through 30 respondents who use the

Android-based Instagram application, as many as 27

people adopted Instagram, but the phenomenon of

the problem that arises is from the information users

Instagram use Instagram just to top selfie, watch

videos, share other people's posts, follow to artists or

shopping online, and do not look for information

related to attractions with the adoption of application

Instagram this android-based. Adoption, according

to Roger (2003) decision to usefully and fully an

innovation. The adoption process happens to people

individually. The adoption of applications Instagram

android-based has an important role that has a

function to provide ease or ease of use in use (Lin,

2011).

This research discusses several research gaps,

namely the first result of research conducted by that

variable X1, Ease of Use, influences Adoption.

Research conducted by Davis et al., (1989) research

results show that Ease of Use Affects Attitude

toward using. The results of research from Bareto.,

JJ & Martinez., SC (2018) show that the quality of

the destination website (ease of use, quality

information, interactivity, and web design) has a

direct and significant influence on the website's

Darasta, B., Sugandini, D. and Effendi, M.

The Effect of Perceived Ease of Use and Quality of Information on the Adoption of Instagram-based Android Application.

DOI: 10.5220/0009963400290033

In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management (ICBEEM 2019), pages 29-33

ISBN: 978-989-758-471-8

Attitude Toward adoption. According to Ramadhani

(2015), in his research, found that Information

Quality influences and significantly affect the

Information Adoption Variable.

But the results of research conducted by

Prabowo and Arofah stated that there was no

significant difference between knowledge before

receiving messages about digital TV and after

receiving messages via Instagram. In addition, the

results of a study conducted by Chong et al. (2012)

showed that perceived ease of use had no significant

effect on consumers' intention to adopt 3G.

This research seeks to justify the relationship that

exists between both variables. Variable perceived

ease of use and quality of information as

independent variables. In this study, the position of

the information quality variable will be observed as

an independent variable that influences the adoption

of Android-based Instagram applications.

Based on the background of the problem, the

formulation of the problem proposed in this study is

as follows how the influence of

perceived ease of

use, quality of information on the adoption of an

Android-based Instagram application is mediated by

attitudes on Instagram users of Special Region of

Yogyakarta.

2 LITERATURE REVIEW

2.1 Innovation Adoption

The Innovation Adoption decision-making model is

developed based on the theory, hierarchy of effect,

which is that behavior change generally occurs

through a sequential process that starts from the

knowledge stage to the formation of behavior. Sirait

(2018), the difference between the diffusion process

and an adoption process that is the adoption process

occurs in individuals in determining decision

making, which is a process where it occurs between

individuals. In the process of adopting innovation, it

cannot directly get a response from the social

system, but through several stages, whether an

innovation is adopted or not. Innovative individuals

will tend to be easier to accept innovation than other

individuals (Zhao et al., 2016).

2.2 Attitudes on Instagram Users

The attitude, according to Aakers and Myers (1997),

is the pros or cons attitude towards the application of

a product. Pro or contra attitude toward a product

can be applied to predict someone's behavior to use a

product or not to use it. Attitudes towards the

application of technology (attitude toward using

technology), can also be interpreted as an evaluation

of the user about his curiosity in using technology.

Attitude is defined as an individual's positive or

negative feelings towards the use of individual

technology, which shows a positive attitude towards

a technology that has a greater tendency to adopt the

technology. The definition of attitude, according to

Allport in Setiadi (2003: 214) "a mental and nervous

connection with readiness to respond, is organized

through experience and has a direct or dynamic

influence on behavior. According to Egle and

Chaiken (1993) in Curran and Meuter (2005),

attitude psychological tendencies expressed by

evaluating certain entities with several levels that are

beneficial or detrimental. Who is the auditor's

behavior to use a system in carrying out his work

(Kim at all, 2009)? The attitude itself is influenced

by perceived usefulness and perceived ease of use

(Nasri and Charfeddine, 2012)

2.3 Perceived Ease of Use

Perceived ease of use, as described by Davis (1989);

Venkatesh & Davis (2000), is the extent to which

the use of android is free from effort. This is an

individual assessment of the efforts used for using

new technology (Davis, 1989). Ease of use is one of

the main behavioral beliefs that influence the user's

intention to accept technology in both the original

and revised TAM models. In the context of an

android application, perceived ease of use, as the

main determining factor influencing behavioral

intentions to use applications on smartphones

(Vatanparast, 2010; De Silva et al., 2011). Ease

Perception is the extent to which individuals have

confidence in the use of technology that will free

them from business, that is, if they consider the

information media to be used (Jogiyanto, 2008).

Perceived ease of use and usefulness affect attitudes

towards usability that shape intended to be used

(Renny et al., 2013). Attitudes on the use of use in

the Technology Acceptance Model are defined by

Davis et al., (1989) in Prasada and Ni Putu (2016) as

positive or negative feelings of someone performing

the specified behavior. The attitude of individuals

who support the use of information system

technology will automatically encourage the use and

use of information system technology. Attitude to

users is a factor that has the most significant

influence on the adoption of internet banking

(Brown et al., 2004). Chau and Lai (2003) show that

their perceptions of ease have a positive and

ICBEEM 2019 - International Conference on Business, Economy, Entrepreneurship and Management

significant effect on the cycle of internet banking

use. Perceived Ease has a positive influence on the

intention to buy online (Oentario et al., 2017).

H1: Ease of use a positive effect on Adoption of

Instagram Based-Android Applications with

mediating attitude

H2: Ease of use has a positive effect on Adoption

of Instagram Based-Android Applications

2.4 Information Quality

Information Quality is defined as a level where

information has a characteristic, time, and form that

gives value to certain end-users (Brien, 2011).

According to Widodo et al. (2016), Information

quality is the level at which information has

characteristics, contents, the shape, and time that

gives it to certain end-users. Information quality has

been divided into several questions, namely

regarding information that is accurate, reliable,

timely, relevance, easy to understand, according to

needs and in accordance with formal (Widodo et al.,

(2016). Information quality is defined as customer

perceptions of the quality of information about

products or services provided by a website (Park and

Kim, 2003, in Loo, 2011). According to Jogiyanto

(2007), information quality measures the quality of

output of information systems. Ong et al. (2009)

argue that information quality is defined as the

measurement of the quality of information systems,

while Negash et al. (2003) explained the quality of

information as one of the functions concerning the

value of information output produced by a system.

According to Loo., (2011) information quality is the

perception of customers of the quality of information

about products or services provided by a website

Measurement of info quality variables ease of use

indicators adopted from Irmadhani., (2012) which

include: Up to date information, helping online

shoppers make decisions, is consistent, and easy to

understand. According to Aji et al. (2014) Attitude is

a feeling, thought, or the tendency of someone who

is more or less permanent about certain aspects in

their environment where the consequences of

someone dealing with the object of attitude. The

research conducted by Nasri & Charfeddine (2012)

knows the factors that influence Tunisian students

from adopting Facebook.com. The research model is

based on TAM and TRA (Theory of Reason Action).

The results of the empirical study show that

Tunisian students' interest in using Facebook.com is

influenced or determined by attitudes, uses, and

social norms.

H3: Information Quality affects the Adoption of

an Instagram Based-Android Application

mediated by Attitude.

H4: Information Quality influences the Adoption

of an Instagram Based-Android Applications

2.5 Research Method

Research is conducted in the form of a survey.

Convenience sampling is used as a sampling

technique because there are no specific restrictions

on the sample taken. The sample range in this study

includes all android-based Instagram users who are

looking for information about travel in Yogyakarta.

Five constructs were measured using a 5-point

Likert scale. Data analysis techniques using PLS-

SEM. The number of samples in this study was 215

people.

3 RESULTS

3.1 Characteristics of Respondents

The characteristics of respondents can be seen in

table 1.

Table 1. Characteristics of respondents

Characteristics Category Total

Gender L

144

Duration of make

3 - 6 months

7 - 12 months

13- 16 months

> 16 months

103

Ages 18 -22 years

23 -27 years

28 -32 years

> 32 years

103

Income level

(IDR).

< 1.500.000

1.600.000 – 2.000.000

2.100.000 - 2.500.000

> 2.500.000

104

3.2 Results of Quantitative Analysis

Data processing techniques using SEM methods

based on Partial Least Square (PLS) require 2 stages

(1) Outer model and (2) Inner Model.

3.2.1 Outer Model for Instrument Testing

Based on results test Outer Loading seen from

convergent validity and discriminant validity, it can

The Effect of Perceived Ease of Use and Quality of Information on the Adoption of Instagram-based Android Application

be concluded that most of the instruments that make

up each variable latent are valid. This is indicated by

a value factor loading greater than 0.7. To show

convergent validity can be demonstrated through

unidimensionality, which can be expressed using the

average value of the extracted variant (Average

Variance Extracted / AVE). Expected AVE value>

0.5. Other reliability measurements in this study

were conducted by conducting a test composite

reliability. Based on the results of data analysis

shows that the value composite reliability ≥ 0.7. So

that all the instruments used in this study are reliable

3.2.2 Inner Model Path Analysis

Results of calculation of Q

predictive relevance

amounted to 0985 From testing R

and Q

is seen

that the model established is robust. So that

hypothesis testing can be done. The test results

showed that the path coefficient shows that all paths

are significantly positive. Here is a picture of PLS-

SEM results Bootstrapping. Test results indicated

the path coefficient shows that not all significant

pathways. It can be seen from the value of greater

than t-table. Not all of the value is greater than t-

table at a significance level of 5%, i.e. (1.96). In

addition, when viewed from p-values ≥ 0.05, not all

paths are significant. Here is a picture of PLS-SEM

results Bootstrapping.

Figure 1: Model PLS-SEM Algorithm for Adoption of

Instagram

Test results indirect effects / mediating effect

each variable still can be seen in Table 2.

Table 2. Coefficient indirect influence / mediation

Specific Indirect Effects

PEOU  Attitude 

Adoption

0209

Information Quality 

Attitude  Adoption

0267

4 DISCUSSION

4.1 Results of Testing Hypothesis

The first hypothesis states that PEOU effect on

attitude-mediated adoption. The results showed that

the effect of PEOU towards the attitude of 0.418.

The effect of attitude on adoption is 0.271. The

effect of PEOU on adoption with mediated attitude

is 0.209. Thus the first hypothesis is accepted.

The third hypothesis states that PEOU influences

adoption. The effect of PEOU on adoption was

0.271, p-value 0.0001; thus, the second hypothesis

was accepted. The third hypothesis states that

information quality influences adoption by mediated

attitude. The influence of information quality on

attitude is 0.532. The effect of information quality

on adoption mediated by attitude was 0.209; thus,

the second hypothesis was accepted.

The fourth hypothesis states that information

quality influences adoption. The influence of

information quality on adoption is 0.073, and the p-

value is 0.357. Thus the fourth hypothesis cannot be

accepted.

5 LIMITATIONS

The study analyzed the adoption of Android-based

Instagram. The results showed that not all proposed

hypotheses were accepted. The quality of the

information in this study did not directly influence

the adoption of Android-based technology. This is

because consumers must be comfortable using this

technology (Instagram) before adopting it. Good

quality information cannot directly influence

adoption because it turns out consumers must feel

the comfort and benefits of using Android-based

Instagram first before deciding on adoption.

6 SUGGESTIONS

The results of this study cannot yet justify the direct

influence of information quality on technology

adoption. In future research, it is best to reexamine

the role of information quality in influencing

adoption, so that it is possible to corroborate the

results of this study.

ICBEEM 2019 - International Conference on Business, Economy, Entrepreneurship and Management

ACKNOWLEDGMENT

We are thankful for the Directorate of Research and

Community Service, Ministry of Research and

Technology of the Republic of Indonesia

(Directorate of Research and Community Service -

Ministry of Research, Technology, and Higher

Education) for funding this study in the 2019

Masters Thesis Grant. We are also thankful for

LPPM UPN Veterans Yogyakarta as the institution

that gave the approval to conduct this research.

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The Effect of Perceived Ease of Use and Quality of Information on the Adoption of Instagram-based Android Application