Analisis behavioral intention pada layanan aplikasi GoApotik
Article Sidebar
Main Article Content
Abstract
The present era is also known as the information age, where humans need information. The existence of the internet on smartphones makes it easier for humans to get information and shop wherever and whenever related to drug needs. One of the online pharmacy services in Indonesia is the GoApotik application, which is a digital healthcare startup that applies the principles of distribution and pharmaceutical services, especially drugs through e-commerce. Through this application, users can search for various information and make it easier for the public to get medicines and health equipment, through digital platforms in a definite and safe manner. This study measures the interest of GoApotik application users in Indonesia using the modified UTAUT2 research model, where researchers analyze the variables of performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, and health literacy on Behavioral Intention. The data used in this study were 246 respondents who were obtained online using a questionnaire. Respondents are users of the GoApotik application. Researchers used Structural Equation Modeling (SEM) using SmartPLS software version 3.0 to test the hypothesis. The results showed that effort expectancy, facilitating conditions, and health literacy had a positive influence on behavioral intention. In the moderator variable, the gender variable affects the performance expectancy factor and age affects the effort expectancy factor. This study resulted in an R2 value of 0.624 and was included in the moderate category.
Era masa kini disebut juga sebagai era informasi, dimana manusia sangat membutuhkan informasi. Adanya internet pada ponsel pintar semakin memudahkan manusia untuk mendapatkan informasi maupun belanja dimana pun dan kapan pun terkait kebutuhan obat. Salah satu layanan apotek online di Indonesia, yaitu aplikasi GoApotik yang merupakan digital healthcare startup dan menerapkan prinsip-prinsip penyaluran serta pelayanan kefarmasian khususnya obat-obatan melalui e-commerce. Melalui aplikasi ini, pengguna dapat mencari berbagai informasi dan mempermudah masyarakat mendapatkan obat-obatan serta perlengkapan kesehatan melalui platform digital secara pasti dan aman. Penelitian ini mengukur minat pengguna aplikasi GoApotik di Indonesia dengan menggunakan model penelitian UTAUT2 yang telah dimodifikasi, dimana peneliti menganalisis variabel performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, dan health literacy terhadap behavioral intention. Data yang digunakan dalam penelitian ini sebanyak 246 responden yang didapatkan melalui online menggunakan kuesioner. Peneliti menggunakan Structural Equation Modeling (SEM) dengan menggunakan software SmartPLS versi 3.0 untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa effort expectancy, facilitating conditions, dan health literacy memiliki pengaruh positif terhadap behavioral intention. Dalam variabel moderator, maka variabel gender berpengaruh pada faktor performance expectancy dan age berpengaruh pada faktor effort expectancy. Penelitian ini menghasilkan nilai R2 sebesar 0,624 dan termasuk kategori moderat.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Manajemen Bisnis dan Kewirausahaan Creative Commons Attribution-ShareAlike 4.0 International License.
References
Alam, M. Z., Hoque, M. R., Hu, W., & Barua, Z. (2020). Factors influencing the adoption of mHealth services in a developing country: A patient-centric study. International Journal of Information Management, 50, 128–143. https://doi.org/10.1016/j.ijinfomgt.2019.04.016
Chin, W. (2000). Partial Least Squares for IS researchers: An overview and presentation of recent advances using the PLS approach. Proceedings of the 21st International Conference on Information Systems, ICIS 2000, 741–742.
Gao, H., Korn, J. M., Ferretti, S., Monahan, J. E., Wang, Y., Singh, M., Zhang, C., Schnell, C., Yang, G., Zhang, Y., Balbin, O. A., Barbe, S., Cai, H., Casey, F., Chatterjee, S., Chiang, D. Y., Chuai, S., Cogan, S. M., Collins, S. D., … Sellers, W. R. (2015). High-throughput screening using patient-derived tumor xenografts to predict clinical trial drug response. Nature Medicine, 21(11), 1318–1325. https://doi.org/10.1038/nm.3954
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In R. R. Sinkovics & P. N. Ghauri (Eds.), Advances in International Marketing (Vol. 20, pp. 277–319). Emerald Group Publishing. https://doi.org/10.1108/S1474-7979(2009)0000020014
Indrawati, & Haryoto, K. S. (2015). The use of modified theory of acceptance and use of technology 2 to predict prospective users’ intention in adopting TV streaming. Proceedings of the 5th International Conference on Computing and Informatics, ICOCI 2015, 125, 206–215. https://repo.uum.edu.my/id/eprint/15548/1/PID125.pdf
Indrawati, Raman, M., Wai, C. K., Ariyanti, M., Mansur, D. M., Marhaeni, G. A. M. M., Tohir, L. M., Gaffar, M. R., Has, M. N., & Yuliansyah, S. (2017). Perilaku konsumen individu dalam mengadopsi layanan berbasis teknologi informasi dan komunikasi (N. F. Atif (ed.)). Refika Aditama.
Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th ed.). Pearson Education.
Kuncoro, M. (2013). Metode riset untuk bisnis dan ekonomi: Bagaimana meneliti dan menulis tesis? (W. Hardani (ed.); 4th ed.). Erlangga.
Latan, H. (2012). Structural Equation Modeling: Konsep dan aplikasi menggunakan Program LISREL 8.80. Alfabeta.
Nutbeam, D. (2000). Health literacy as a public health goal: A challenge for contemporary health education and communication strategies into the 21st century. Health Promotion International, 15(3), 259–267. https://doi.org/10.1093/heapro/15.3.259
Permatasari, A. M., & Tunjungsari, H. K. (2020). Analisis behavioral intention pada layanan aplikasi RCTI+. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(5), 199–204. https://doi.org/10.24912/jmbk.v4i5.9212
Ringle, C. M., Sarstedt, M., & Straub, D. W. (2012). Editor’s comments: A critical look at the use of PLS-SEM in “MIS Quarterly.” MIS Quarterly, 36(1), iii–xiv. https://doi.org/10.2307/41410402
Sabbir, M. M., Islam, M., & Das, S. (2020). Understanding the determinants of online pharmacy adoption: A two-staged SEM-neural network analysis approach. Journal of Science and Technology Policy Management, 12(4), 666–687. https://doi.org/10.1108/JSTPM-07-2020-0108
Sivathanu, B. (2019). Adoption of digital payment systems in the era of demonetization in India: An empirical study. Journal of Science and Technology Policy Management, 10(1), 143–171. https://doi.org/10.1108/JSTPM-07-2017-0033
Soh, P. Y., Heng, H. B., Selvachandran, G., Anh, L. Q., Chau, H. T. M., Son, L. H., Abdel-Baset, M., Manogaran, G., & Varatharajan, R. (2020). Perception, acceptance and willingness of older adults in Malaysia towards online shopping: A study using the UTAUT and IRT models. Journal of Ambient Intelligence and Humanized Computing. https://doi.org/10.1007/s12652-020-01718-4
Srivastava, M., & Raina, M. (2020). Consumers’ usage and adoption of e-pharmacy in India. International Journal of Pharmaceutical and Healthcare Marketing, 15(2), 235–250. https://doi.org/10.1108/IJPHM-01-2020-0006
Sudaryono. (2018). Metodologi penelitian (1st ed.). Rajawali Pers.
Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. Journal of Information Technology Theory and Application (JITTA), 11(2), 5–40. http://aisel.aisnet.org/jitta/vol11/iss2/2
Utomo, W. P. (2019). Indonesia millenial report 2019. IDN Research Institute, 108. https://cdn.idntimes.com/content-documents/indonesia-millennial-report-2019-by-idn-times.pdf
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly: Management Information Systems, 27(3), 425–478. https://doi.org/10.2307/30036540
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly: Management Information Systems, 36(1), 157–178. https://doi.org/10.2307/41410412