Adoption Analysis of eSIM Services Using Modified Model of UTAUT-2 at PT Indosat.

Tepi Aditia*1 & Siska Noviaristanti2
1Faculty of Economics and Business Telkom University. Bandung, Indonesia.
2Faculty of Economics and Business Telkom University. Bandung, Indonesia.
DOI – http://doi.org/10.37502/IJSMR.2024.71211

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Abstract

eSIM has become a game changer and has created disruption in digital technology, reshaping the telecommunication Industry. PT Indosat, a prominent player in the Indonesian telecommunication market, has been proactive in launching eSIM. However, despite aggressive efforts, the adoption rate has not met the company’s expectations. This research aims to investigate the variables influencing consumer intention to use eSIM and to gather a thorough understanding of the factors affecting eSIM adoption by utilizing the modified UTAUT2 model. In this study, the independent variables are Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Technology Trust, and Word of Mouth. In the meantime, the dependent variables are Behaviour Intention and adoption. A quantitative survey was conducted using purposive sampling from eSIM users. The analysis of the data was conducted using Structural Equation Model (SEM) with SmartPLS3. The findings indicate that eSIM adoption influenced by seven variables mentioned. Only one variable Social Influence does not significantly affect the user behaviour toward eSIM adoption. Organisations can develop targeted strategies to foster digital growth and increase user adoption by understanding the factors that influence eSIM adoption.

Keywords: eSIM, Digital Growth, Adoption, UTAUT2, Mix method, Digital Business Strategy

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