Analisis Kepuasan Pengguna Layanan Aplikasi MyTelkomsel Dengan Menggunakan Model UTAUT 

Analysis Of User Acceptance Of MyTelkomsel Application Services Using The UTAUT Model 

Persaingan bisnis di era revolusi industry 4.0 yang semakin pesat selaras dengan perkembangan teknologi informasi. Hal ini menuntut perusahaan untuk mengikuti kemajuan teknologi.. Sebagai perusahaan telekomunikasi terbesar di Indonesia, Telkomsel mengembangkan aplikasi layanan digitalnya yang dinamakan dengan MyTelkomsel. Aplikasi ini berorientasi kepada prinsip costumer-centricity, yakni pendekatan pemasaran yang dirancang berdasarkan kebutuhan pengguna. Penelitian ini memiliki tujuan untuk mengetahui tingkat kepuasan pengguna dalam penggunaan aplikasi MyTelkomsel dengan menggunakan Unified Teory Of Acceptance and Use of Technology (UTAUT). Dengan menganalisa kepuasan pengguna yang diukur dari pendekatan model UTAUT sesuai kesenjangan antara persepsi user (Gratification Obtained) dan harapan user (Gratifications Sought) atas kinerja layanan aplikasi MyTelkomsel. Didapatkan hasil dimana aplikasi MyTelkomsel hanya mampu memenuhi variabel Social Influence, sedangkan pada variabel Performance Expectacy, Effort Expectacy, dan Facilitating Conditions kepuasan pengguna tidak tercapai.

Kata Kunci : Aplikasi MyTelkomsel, UTAUT, Kepuasan Pengguna, Uses & Gratification, Provider Telekomunikasi.

Business competition in the era of the industrial revolution 4.0 is increasingly rapidly in line with the development of information technology. This requires companies to follow technological advances. As the largest telecommunications company in Indonesia, Telkomsel develops its digital service application called MyTelkomsel. This application is oriented towards the principle of customer-centricity, which is a marketing approach designed based on user needs. This study aims to determine the level of user satisfaction in using the MyTelkomsel application by using the Unified Theory Of Acceptance and Use of Technology (UTAUT). By analyzing user satisfaction as measured by the UTAUT model approach according to the gap between user perceptions (Gratification Obtained) and user expectations (Gratifications Sought) on the performance of the MyTelkomsel application service. The results showed that the MyTelkomsel application was only able to meet thevariable Social Influence, while thevariables were Performance Expectacy, Effort Expectacy, and Facilitating Conditions not achieved.

Keywords : MyTelkomsel Application, UTAUT, User Satisfaction, Uses & Gratification, Telecommunication Provider.