2120-Article Text-4842-1-10-20200915
2120-Article Text-4842-1-10-20200915
ABSTRAK
Salah satu upaya peneliti dan akademisi dalam meningkatkan kualitas SDM yang inovatif dan berdaya saing,
terutama dalam menghadapi situasi Pandemi Covid-19, adalah dengan menyediakan kerangka kerja manajerial
industri melalui Technology Acceptance Model (TAM). Oleh karena itu, peneliti melakukan penelusuran
literatur dan melakukan meta analisis terhadap 59 artikel studi empiris yang bersumber dari berbagai jurnal
bereputasi (Q1-Q2) periode 2016-2020 untuk menjelaskan tentang kerangka model TAM dalam upaya
peningkatan kinerja pemasaran digital di Indonesia. Hasilnya menunjukkan bahwa baik korelasi antara kegunaan
dan penerimaan; kegunaan dan kemudahan penggunaan signifikan terhadap penciptaan nilai bersama pemasaran
digital. Konsumen lebih banyak waktunya mengakses Teknologi Informsi dan Komunikasi (TIK) dibuktikan
dengan adanya penerimaan terhadap teknologi sangat kuat dan hampir seluruh kegiatan pemangku kepentingan
terhubung dengan TIK. Tujuan dari studi penelusuran literatur ini adalah untuk memahami sejauh mana
perkembangan, pengaruh dan ruanglingkup TAM dalam literatur yang dapat meningkatkan kinerja pemasaran
digital, dengan mengintegrasikan temuan empiris melalui perilaku konsumen meliputi perceived usefulness,
perceived ease of use, free of effort. Hasil dari studi penelusuran TAM ini kiranya dapat dipergunakan sebagai
tolak ukur dalam memahami perilaku konsumen dan pengembangan penelitian TAM terkait pemasaran digital di
masa yang akan datang.
Kata Kunci
TAM, TIK, digital marketing, perceived usefulness, perceived ease of use.
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industri, organisasi, institusi untuk mengadopsi Perancis dan Cina telah menggunakan Internet untuk
TAM dalam pengelolaan dan pengembangan strategi tujuan kesehatan [10]. TAM menuju Tata Kelola
bisnis, khususnya industri di Indonesia sehingga Adopsi Seluler (mGov) di India [34], [44]. Analis
mampu bersaing unggul, sebagai berikut: menunjukkan semakin besar tingkat ekspektasi
1. Menguasai Teknologi berbasis Digital (TAM) sosial, semakin besar pemanfaatan pemasaran online
2. Membangun jejaring sosial [53]. di Yordania [38], India [44], Pakistan dengan
3. Storytelling lewat media sosial layanan e-bank [17]. Malaysia dengan Multimedia
4. Memahami Perilaku konsumen [54]. Super Corridor (MSC) [28]. Hasil survei online para
5. Penciptaan Nilai Bersama B2B [55] 56], [57]. pelancong di Australia, Cina, dan Amerika Serikat
6. Konsumen dapat dijangkau melalui TIK [58] dan mengungkapkan efek moderasi dimensi TAM dalam
TAM model hubungan pelanggan [59]. mempengaruhi perilaku konsumen [52].
7. Membangun Bisnis Online
9. KESIMPULAN
6. USULAN PENELITIAN TAM DALAM
KONTEKS NEGARA INDONESIA Hasil penelusuran literatur menunjukkan bahwa
TAM perlu diadopsi dan dikembangkan bersama
Penelitian tentang TAM dalam meningkatkan TIK pada industri di Indonesia. TAM membentuk
kinerja pemasaran dengan sampel data yang lebih perubahan perilaku masyarakat dalam menyikapi
besar dan beragam; eksplorasi variabel Perceived teknologi, juga alasan terdesak lainnya seperti
Usefulness (PU), dan Perceived Ease of Use (PEOU) pandemic covid-19. Keberlanjutan pemasaran
di berbagai konteks pemasaran dan perilaku digital, dapat disimpulkan signifikan terhadap
konsumen. pemasaran digital, penjualan semakin tinggi dan
konsumen memperoleh kepuasan layanan serta
7. AGENDA PENELITIAN TAM DI MASA kemudahan transaksi.
DEPAN DI INDONESIA
DAFTAR PUSTAKA
Pemasaran dengan kerangka TAM untuk masa yang
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