Analysis of Factors Affecting Adoption of Orbit Product using Modified Unified Theory of Acceptance and Use of Technology 2 Model
Zahra Rizky Dwita Anissa

School of Economics and Business, Telkom University, Jl. Telekomunikasi No. 1, Terusan Buahbatu - Bojongsoang, Sukapura, Kec. Dayeuhkolot, Kabupaten Bandung, Jawa Barat 40257, Indonesia
*zahrarda[at]student.telkomuniversity.ac.id

Abstract

The COVID-19 pandemic has had a major impact on various sectors, including the telecommunications sector. The Telkom Group sees this as a positive impact in accelerating digital services to the entire community by providing adequate support for digital connectivity infrastructure, digital platforms, and digital services. Digital shift is the key for telecommunication companies around the world. To accelerate the support of digital services that are available to the entire community, Telkom has launched products that have added value at more affordable prices, especially during the COVID-19 pandemic, namely the Orbit product.

Orbit is Telkomsel^s Wireless Home internet product through the Telkomsel 4G LTE network which is useful for helping customers or users to be more productive with a stable internet connection with the convenience of simple modem settings through one application. By November 2021, Orbit^s sales had dropped. This is the impetus for the importance of conducting research that aims to determine what factors and how much influence they have on consumer decisions to adopt Orbit services.

This research was conducted by a survey through a questionnaire. Then the data processing and analysis were carried out descriptively and quantitatively using the Modified Unified Theory of Acceptance and Use of Technology (Modified UTAUT) Model where the forming factors were Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Price Value, and Connectivity.

The research will be initiated by conducting a pilot test to collect initial data which will later be used to test the validity and reliability of the survey tool that has been developed. After that, data were collected with a total of 400 respondents and then the data would be processed using SPSS and SmartPLS 3.3.

Keywords: Fixed Wireless Access, Orbit, Modified Unified Theory of Acceptance and Use of Technology 2

Topic: Digital Marketing