Analyzing Subscribers Intention On Nethost Services Using Unified Theory Of Acceptance And Use Of Technology 2 (a Study On: Telkom University Area)

Abstract

Abstract The Internet is one of the Twentieth Century’s most important innovations. Amount of internet users then create business opportunities in internet service providers (ISP). There are so many ISP but there is still have a lack of promotion, the difficulty of paying and the exclusivity of the service providers make other service providers difficult to compete in the Indonesian market even more so with the emergence of newcomers from internet service providers who directly steal the student’s attention, it is Nethost. This study aims to examine the influence of analyse factors inside UTAUT 2 model to analysed variable Behavioral Intention and Use Behavior. The objective of this research is to analyse factors inside UTAUT 2 model that influence the subscriber on using ISP of Nethost service in Telkom University Area and to analysed age and gender affecting the influence inside UTAUT 2 model in the context of Nethost service in Telkom University Area, by using data from 360 respondents who lived in Telkom University Area and have been using ISP of Nethost by using nonprobability sampling. The result revealed that there are six factors in the UTAUT2 Model which significantly influence the behavioral intention of ISP of Nethost service adoption, namely Habit, Hedonic Motivation, Facilitating Condition, Performance Expectancy, and Social Influence. In terms of moderating factors, both Age and Gender are not moderating any influences of factors towards Behavioral Intention. The model can predict moderate the behavioral intention of subscribers towards ISP of Nethost services in Telkom University Area since the R² is 55.5%. Keywords: Nethost, Behavior Intention, Use Behavior, UTAUT 2