In-Depth Review of Perceived Usefulness, Ease of Use, and Usage Intent as Mediating Factors in Digital Marketing Technology Adoption: Case Study of Meta Ads Users in Jember Regency
Keywords:
Digital Marketing, Intention To Use, Perceived Ease Of UseAbstract
This study examines the factors influencing the adoption and usage of digital marketing technology at PT. Rahayu Citra Mandiri, using the Technology Acceptance Model (TAM) as a theoretical framework. TAM suggests that perceived usefulness and perceived ease of use are key determinants of users' attitudes and intentions, which ultimately impact actual technology usage. Data was collected through a survey of 58 employees, and Structural Equation Modeling (SEM) with Warp PLS was used for data analysis. Results indicate that both perceived usefulness and ease of use have significant direct effects on actual technology usage, while also indirectly influencing it through intention to use. Perceived ease of use emerged as particularly impactful, underscoring the importance of user-friendly technology for encouraging consistent adoption. Intention to use was found to mediate the relationship between perceived usefulness and actual use, as well as between perceived ease of use and actual use, reinforcing its role as a critical intermediary in the adoption process. These findings suggest that PT. Rahayu Citra Mandiri can optimize digital marketing technology usage by enhancing the perceived benefits and ease of use for employees, thereby fostering a stronger intention to adopt and regularly utilize these tools. This study contributes to understanding how TAM-based factors can effectively promote technology adoption within organizations, particularly in digital marketing contexts
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