Penerapan Unified Theory of Acceptance and Use of Technology (UTAUT) dalam Membangun Digital Customer Experience: Studi Kasus Restoran dan Kafe di Surabaya

Michelle Livianto; Sienny Thio

doi:10.9744/jmp.12.1.27-44

Authors

Michelle Livianto Universitas Kristen Petra
Sienny Thio Universitas Kristen Petra

DOI:

https://doi.org/10.9744/jmp.12.1.27-44

Keywords:

UTAUT3, pengalaman digital konsumen, restoran, kafe, Surabaya

Abstract

Penelitian ini bertujuan untuk menginvestigasi pengaruh penerimaan teknologi terhadap Digital Customer Experience (DCE) dengan menggunakan model Unified Theory of Acceptance and Use of Technology 3 (UTAUT3). Data dikumpulkan melalui penyebaran kuesioner kepada 155 pelanggan restoran atau kafe di kota Surabaya yang pernah menggunakan layanan digital. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS 4 untuk menguji validitas, reliabilitas, serta hubungan antar variabel. Hasil penelitian menunjukkan bahwa beberapa konstruk Unified Theory of Acceptance and Use of Technology 3 (UTAUT3) berpengaruh positif dan signifikan terhadap DCE, yaitu Effort Expectancy, Habit, Hedonic Motivation, dan Price Value. Sementara itu Performance Expectancy, Facilitating Conditions, Social Influence, dan Personal Innovativeness tidak menunjukkan pengaruh yang signifikan. Penelitian ini menunjukkan bahwa pengalaman pelanggan ketika menggunakan teknologi digital di restoran atau kafe lebih dipengaruhi oleh kemudahan penggunaan, kebiasaan, kesenangan, serta nilai yang dirasakan dibandingkan oleh aspek fungsional dasar teknologi.

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