Analisis Penerimaan Teknologi IPTV (Studi Kasus Groovia Tv di Kota Semarang)

Noora Qotrun Nada


Abstract— ABSTRACT-The growth of IPTV technology in Indonesia, particularly in Semarang, doesn’t expand significantly comparing to overseas developements. Therefore, a research about the causes of underdeveloping IPTV technology acceptance is needed. One of PT Telkom’s products that utilized IPTV technology is Groovia TV. In providing Groovia TV service, PT Telkom has improved the networking performance, using this attempt to increase the revenues through triple play, phone/voices, datas and multimedias, however Groovia TV’s customers hasn’t been significant. This thesis analyzes the acceptance of IPTV technology with study case of groovia TV in Semarang. Model that has been used is based on TAM (Technology Acceptance Model) model and analyzed with SEM (Structural Equaion Modelling). This research took a random sampling of the population in Semarang with the speedy customer that had been using Groovia TV, either they still actively use it or has stopped.The research was conducted on February 2013. The results showed that Attitude Toward IPTV (ATT) and perceived of usefulnee (PU) would influence the Intention to Use (IU). Perceived of ease of use (PEU), perceived of enjoyment, and perceived of quality (PQ) will affect ATT as well. Normative pressure (NP) and Price Level (PL) has no direct influence on IU. Customer wishes to use TV Groovia is influenced by perceptions of service quality, perceived preferences, ease of use and benefits obtained, so for PT Telkom as the provider, those four things should be the main concern, especially Groovia TV is running with substantial bandwidth, therefore , the network accesst must be reliable.

Intisari—Pertumbuhan teknologi IPTV di Indonesia khususnya di kota Semarang tidak berkembang secara signifikan, dibandingkan dengan perkembangan di luar negeri. Sehingga dibutuhkan suatu penelitian tentang penyebab kurang berkembangnya penerimaan teknologi IPTV. Salah satu produk PT Telkom yang menggunakan teknologi IPTV adalah Groovia TV. Dalam memberikan layanan Groovia TV, PT Telkom melakukan peningkatan performa jaringan, dari usaha ini diharapkan bisa meningkatkan pendapatan melalui triple play, telepon/suara, data, dan multimedia, namun ternyata pelanggan Groovia TV belum signifikan. Tesis ini melakukan analisis penerimaan teknologi IPTV dengan studi kasus Groovia TV di kota Semarang. Model yang digunakan mengacu pada model TAM (Technology Acceptance Model) dan dianalisis dengan SEM (Structural Equation Modeling). Penelitian ini mengambil populasi dengan sampling acak pada pelanggan speedy yang pernah menggunakan Groovia TV baik yang masih aktif ataupun sudah berhenti di kota Semarang. Waktu penelitian dilakukan pada bulan Februari 2013. Hasil penelitian menunjukkan bahwa Attitude Toward IPTV (ATT) dan perceived of usefulness (PU) berpengaruh pada Intention To Use (IU). Perceived of ease of use (PEU), perceived of enjoyment, dan perceived of quality (PQ) berpengaruh pada ATT. Normative pressure (NP) dan Price Level (PL) tidak berpengaruh secara langsung terhadap IU. Keinginan pelanggan menggunakan Groovia TV dipengaruhi oleh persepsi kualitas layanan, kesukaan yang dirasakan, kemudahan dalam menggunakan dan manfaat yang diperoleh, sehingga bagi PT Telkom sebagai provider empat hal tersebut yang harus menjadi perhatian, apalagi Groovia TV berjalan dengan bandwidth yang cukup besar, jaringan akses yang dilewatinya harus handal.

Kata kunci—IPTV, TAM, SEM, technology acceptance model, Groovia TV

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