Using System Dynamics Simulation to Develop Strategies Towards Immersive Technology Adoption in Indonesia: A Case of PT. Suwir Tbk.
Keywords:
Sistem Dinamik, Teknologi Imersif, Difusi, Penerimaan Teknologi
Abstract
- SUWIR adalah salah satu dari sedikit perusahaan Indonesia yang menjual solusi teknologi imersif. Kondisi tingkat penetrasi ini menjadi peluang bagi PT. SUWIR untuk memperkenalkan teknologi tersebut di Indonesia dan merebut pasar. Penelitian ini bertujuan untuk melihat variabel apa saja yang mempengaruhi tingkat adopsi teknologi imersif di Indonesia, dan strategi apa yang terbaik untuk PT. SUWIR untuk memaksimalkan pengadopsian produk dan layanan mereka di Indonesia. Penelitian dilakukan dengan melakukan tinjauan literatur untuk mengambil variabel penting dari adopsi teknologi, mengidentifikasi hubungan antar variabel dan membuat model sistem dinamik dari hubungan tersebut, memvalidasi model dengan mengkalibrasi dengan data riil perusahaan, membuat skenario strategi yang berbeda-beda, mensimulasikan skenario tersebut dan menganalisis hasilnya, lalu diakhiri dengan membuat rekomendasi strategi berdasarkan hasil simulasi. Variabel yang diturunkan dari Technology Acceptance Model (TAM) adalah Perceived Usefulness dan Perceived Risk, dengan Perceived Usefulness dipengaruhi oleh variabel self-efficacy, quality, dan ease of use. Dua variabel Perceived ini berhubungan dengan Intention to use. Intention to use dikaitkan dengan variabel yang diturunkan dari model Bass Diffusion, yaitu Potential Adopters From Promotional Activities dan Potential Adopters From Word-of-Mouth Activities, yang akan berhubungan dengan tingkat adopsi produk dari Calon Adopter menjadi Adopter. Model divalidasi dengan membandingkan jumlah Adopters hasil simulasi dengan jumlah pengguna pada layanan platform yang dikembangkan oleh PT. SUWIR. Hasil penelitian berdasarkan pengujian skenario menunjukkan bahwa strategi terbaik untuk memasarkan produk adalah dengan lebih fokus pada kegiatan dari mulut ke mulut karena memiliki dampak yang lebih besar pada adopsi produk daripada kegiatan promosi.
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References
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Bass, F. M. (1969). A new product growth for model consumer durables. Management Science, 15(5), 215–227. https://doi.org/10.1287/mnsc.15.5.215
Bastan, M., Zarei, M., Tavakkoli-Moghaddam, R., & G., H. S. (2021). A new technology acceptance model: A mixed-method of grounded theory and system dynamics. Kybernetes, 51(1), 1–30. https://doi.org/10.1108/k-03-2020-0127
Ciprian Firu, A., Ion Tapîrdea, A., Ioana Feier, A., & Drăghici, G. (2021). Virtual reality in the automotive field in industry 4.0. Materials Today: Proceedings, 45, 4177–4182. https://doi.org/10.1016/j.matpr.2020.12.037
Fan, X., Jiang, X., & Deng, N. (2022). Immersive Technology: A meta-analysis of augmented/virtual reality applications and their impact on tourism experience. Tourism Management, 91, 104534. https://doi.org/10.1016/j.tourman.2022.104534
Hidayat, D., Pangaribuan, C. H., Putra, O. P., & Taufiq, F. J. (2021). Expanding the technology acceptance model with the inclusion of trust and mobility to assess e-wallet user behavior: Evidence from OVO consumers in Indonesia. IOP Conference Series: Earth and Environmental Science, 729(1), 012050. https://doi.org/10.1088/1755-1315/729/1/012050
Higueras-Castillo, E., Liébana-Cabanillas, F. J., & Villarejo-Ramos, Ã. F. (2023). Intention to use e-commerce vs physical shopping. difference between consumers in the post-COVID era. Journal of Business Research, 157, 113622. https://doi.org/10.1016/j.jbusres.2022.113622
Horvat, A., Fogliano, V., & Luning, P. A. (2020). Modifying the bass diffusion model to study adoption of radical new foods–the case of edible insects in the Netherlands. PLOS ONE, 15(6). https://doi.org/10.1371/journal.pone.0234538
Jean, W. C. (2022). Virtual and augmented reality in neurosurgery: The evolution of its application and study designs. World Neurosurgery, 161, 459–464. https://doi.org/10.1016/j.wneu.2021.08.150
McKinsey & Company. (2020, October 5). How COVID-19 has pushed companies over the technology tipping point-and transformed business forever. McKinsey & Company. https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever#/
Park, M., & Yoo, J. (2020). Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective. Journal of Retailing and Consumer Services, 52, 101912. https://doi.org/10.1016/j.jretconser.2019.101912
Qin, Y. (2021). Attractiveness of game elements, presence, and enjoyment of mobile augmented reality games: The case of pokémon go. Telematics and Informatics, 62, 101620. https://doi.org/10.1016/j.tele.2021.101620
Suh, A., & Prophet, J. (2018). The state of immersive technology research: A literature analysis. Computers in Human Behavior, 86, 77–90. https://doi.org/10.1016/j.chb.2018.04.019
Sun, C., Fang, Y., Kong, M., Chen, X., & Liu, Y. (2022). Influence of augmented reality product display on consumers’ product attitudes: A product uncertainty reduction perspective. Journal of Retailing and Consumer Services, 64, 102828. https://doi.org/10.1016/j.jretconser.2021.102828
Taherdoost, H. (2018). A review of technology acceptance and adoption models and theories. Procedia Manufacturing, 22, 960–967. https://doi.org/10.1016/j.promfg.2018.03.137
Usman, H., Mulia, D., Chairy, C., & Widowati, N. (2020). Integrating Trust, religiosity and image into technology acceptance model: The case of the islamic philanthropy in Indonesia. Journal of Islamic Marketing, 13(2), 381–409. https://doi.org/10.1108/jima-01-2020-0020
Zhou, Y., Chen, J., & Wang, M. (2022). A meta-analytic review on incorporating virtual and augmented reality in museum learning. Educational Research Review, 36, 100454. https://doi.org/10.1016/j.edurev.2022.100454
Published
2022-10-20
Section
Original Articles
Copyright (c) 2022 Faza Athalah
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