The telecommunications industry has experienced more change in the last
decade than in its entire history. Fueled by rapid growth in developing countries,
mobile communications have propped up the industry’s top line. But now with these
markets saturating, communications revenue growth is stalling. Thus, despite of
these situation, Telkom as a leading telecommunication company in Indonesia
which provides fixed line or cable line try to seek an opportunity from another
potential market to generate their profit. While the mobile migration result in
unfavorable situation for traditional market, however industry statistics show an
upward trend from others key ICT indicator subscriptions.
The aim of this research is to test the factors inside UTAUT 2 model that
influence the consumers on using IndiHome services in Bandung and whether age
and gender are affecting the factors inside UTAUT 2 model in the context of
IndiHome services in Bandung. This research used data from 400 valid respondents
who is the user of IndiHome service in Bandung with a requirement for buying or
subscribes to more than three months.
This research is a quantitative with causal study. Likert scale used to
measure each items in the questionnaire as main data collection tool. The 33 items
and 9 constructs in this research are fulfill the convergent and discriminant validity
and also have a good reliability. To test the hypotheses, this research use Structural
Equation Modeling (SEM) with SmartPLS 3.0 as statistic software.
The result shown that, factors that influencing the Behavioral Intention on
the adoption of IndiHome services in Bandung sequentially starting from the
greatest influence are Habit, Hedonic Motivation, Social Influence, Performance
Expectancy, Price Value and Facilitating Condition as 82.3%. While the influence
of Habit and Behavioral Intention on Use Behavior as 7%. Both Gender and Age
moderates all the significant variables on Behavioral Intention.
This research has found that the most significant factor from UTAUT 2
model that influence the Behavioral Intention to use IndiHome services is Habit. It
means that the service providers need to make their customer habitually use
IndiHome services on their daily basis. Further research about the adoption of
IndiHome services are expected to be able to: 1. replicate current research setting
in other countries’ areas, 2.comparison study should also be considered, 3.should
use the longitudinal approach to predict adoption intention over time.
Keywords: Behavioral Intention, Use Behavior, UTAUT 2, IndiHome