PERAN WHATSAPPISASI CHATBOT VERONIKA DALAM MEMPEROLEH INFORMASI PAKET TELKOMSEL: PERSPEKTIF TEORY ACCEPTANCE MODEL (TAM)

Nurul Alfira Sari, Rahmad Solling Hamid, Putri Dewintari

Abstract


Penelitian ini menganalisis faktor-faktor yang memengaruhi penerimaan dan penggunaan chatbot Telkomsel berbasis WhatsApp dalam memperoleh informasi paket layanan menggunakan Technology Acceptance Model (TAM). Kajian ini menguji hubungan antara Perceived Ease of Use, Perceived Usefulness, Attitude Toward Using, dan Actual Use. Data dikumpulkan melalui kuesioner online yang diisi oleh pengguna aktif chatbot Telkomsel dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Perceived Ease of Use berpengaruh positif dan signifikan terhadap Perceived Usefulness; baik Perceived Ease of Use maupun Perceived Usefulness berdampak positif dan signifikan terhadap Attitude Toward Using. Selanjutnya, Attitude Toward Using berpengaruh positif dan signifikan terhadap Actual Use. Temuan ini mengindikasikan bahwa kemudahan penggunaan dan manfaat yang dirasakan menjadi determinan utama dalam pembentukan sikap dan perilaku penggunaan chatbot WhatsApp. Implikasi penelitian menunjukan bahwa pengembangan kapabilitas antarmuka dan fungsionalitas chatbot berbasis WhatsApp berpotensi meningkatkan penerimaan teknologi di kalangan pengguna layanan telekomunikasi.

Keywords


Chatbot Whatsapp, Technology Acceptance Model (TAM), Veronika Telkomsel, SEM-PLS, AI Chatbot.

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DOI: https://doi.org/10.17509/ijdb.v5i4.95884

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