How is The Adoption of Digital Marketing Services for Smart City Application Users?

Abstract

Smart City Mobile Apps is currently being developed by property developers in major cities in Indonesia and is used by businesses to market their products through the application. Technology integration in city governance is possible, thanks to the internet of things, a network of electronic devices interconnected and capable of sending data or following up with minimal human intervention. This study aims to identify the characteristics of Smart City Mobile Apps users in the South Tangerang area. The method used to see how well the implementation of digital marketing in Smart City Mobile Apps combines the TAM (Technology Acceptance Model) and UTAUT (Unified Theory of Acceptance and Use of Technology) models. Questionnaire data were processed using the Structural Equation Modelling (SEM) method. The study results state that the company's digital marketing strategy through Smart City Mobile Apps is already satisfying. It can be seen from the value of adoption of Smart City Mobile Apps users in utilizing this application, which is considerably large at 0.764 based on the coefficient of determination. The attitude variable influences consumers to use the application in finding trade information in the Smart City, with an influence value of 0.412 and the behavior intention to use with an influence value of 0.726, which shows that the intended behavior of the application and the trust in the benefits of the application can encourage users to use this application for purchasing their daily needs.

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