DETERMINASI NIAT KEBERLANJUTAN PENGGUNAAN SMARTWATCH DI INDONESIA: PERAN PENTING SELF-QUANTIFICATION BEHAVIOR
Keywords:
Self-Quantification Behavior, Perceived Usefulness, Confirmation, Satisfaction, Continuance Intention.Abstract
Penelitian ini bertujuan meneliti faktor-faktor yang mempengaruhi niat berlanjut menggunakan smartwatch karena meningkatnya fenomena adopsi smartwatch sebagai wearable device untuk melacak aktivitas fisik dan psikologis menjadi fokus baru yang penting bagi pemasar. Pengumpulan data dilakukan melalui kuesioner online dari 204 responden yang merupakan pengguna aktif smartwatch di Indonesia. Data dianalisis menggunakan PLS-SEM di perangkat lunak SmartPLS versi 4. Hasil menunjukkan self-quantification behavior berpengaruh positif signifikan terhadap perceived usefulness dan confirmation, menunjukkan pemantauan data diri melalui smartwatch dianggap bermanfaat dan sesuai harapan. Confirmation meningkatkan perceived usefulness dan satisfaction, sementara perceived usefulness dan enjoyment signifikan terhadap satisfaction. Sebaliknya, perceived usability dan perceived aesthetics tidak signifikan terhadap satisfaction. Perceived usefulness tidak berpengaruh pada continuance intention secara signifikan. Satisfaction signifikan memengaruhi continuance intention dan memediasi hubungan antara perceived usefulness dengan continuance intention. Lalu, habit berhasil memediasi hubungan antara satisfaction dan continuance intention, namun peran moderasi habit ditolak. Temuan ini diharapkan berkontribusi pada kajian pemasaran dan memberikan rekomendasi bagi pemasar untuk menciptakan inovasi yang lebih mendukung kebutuhan praktis, seperti integrasi dengan layanan kesehatan digital serta analisis data aktivitas aktivitas fisik, pola tidur, atau kondisi kesehatan secara otomatis yang berbasis artificial intelligence (AI).
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