ANALISA FAKTOR-FAKTOR ADOPSI CHATBOT LINE SMB TELKOM DENGAN PENDEKATAN TECHNOLOGY ACCEPTANCE MODEL YANG DIMODIFIKASI

Abstract

Virtual Assistant Serina SMB Telkom's is the latest technology-based customer service launched by Telkom's
SMB National Admission. The Virtual Assistant who is familiarly called the Serina chatbot can serve questions
as well as complaints of students, new students, and parents through the LINE messenger application. This
research was conducted to determine consumer responses and to see the influence between variables regarding
compatibility, perceived usefulness, perceived ease of use, behavioral intention, and actual use of Serina chatbot
using the TAM approach. This research uses quantitative methods with descriptive and causal research types.
The sampling technique uses a non probability sampling technique with a purposive sampling type with a sample
size of 100 respondents. Data analysis techniques using descriptive analysis and SEM-PLS using the outer
model and inner model. Based on the results of descriptive analysis, overall compatibility is in the good
category, perceived usefulness in the good enough category, perceived ease of use in the good category,
behavioral intention in the good enough category, and actual use in the good enough category. The t-statistic
and P-coefficient results show that: compatibility influences perceived usefulness and perceived ease of use,
perceived ease of use affects perceived usefulness and behavioral intention, perceived usefulness influences
behavioral intention and behavioral intention influences actual use.
Keywords: Chatbot, Technology Acceptance Model (TAM), Compatibility, Partial Least Square (PLS)