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All Journal Jurnal Pengabdian Masyarakat Jamak Abdimas: Papua Journal Of Community Service Cakrawala: Jurnal Pengabdian Masyarakat Global Jurnal Manajemen Dan Akuntansi Medan Jurnal Ilmiah Manajemen dan Kewirausahaan Jurnal Pengabdian Masyarakat Bangsa Amal: Jurnal Ekonomi Syariah Jurnal Pengabdian Sosial Journal of Business Application Al-Intaj : Jurnal Ekonomi dan Perbankan Syariah
Tangke, Diar Muzna
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Journal : Journal of Business Application

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Adopsi Teknologi Penggunaan Layanan Online-to-Offline (O2O) Masyarakat Wilayah Pesisir Sukmawati, Dewi; Arizal Hamizar; Tangke, Diar Muzna; Hanifah
Journal of Business Application Vol. 3 No. 2 (2024): Journal of Business Application
Publisher : Program Studi Administrasi Niaga STIA Said Perintah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55098/jba.v3.i2.p110-119

Abstract

Abstract: This study aims to explore how consumers receive, understand, and utilize O2O services, considering challenges such as low digital literacy, risk perceptions, and the relevance of services to the local needs of coastal communities in Maluku. A qualitative approach was employed to delve into the experiences, perspectives, and motivations of the community in adopting O2O technology. Primary data were collected through in-depth interviews with purposively selected residents of Desa Grandeng, as well as participatory observation to understand the social and cultural contexts influencing consumer behavior. Data analysis was conducted using a thematic approach to identify key patterns affecting technology adoption, with particular attention to the unique local dynamics in coastal areas. The findings reveal that low digital literacy is the main barrier to adopting O2O technology in Desa Grandeng. Risk perceptions related to data security and the lack of outreach by service providers are also significant inhibiting factors. The limited relevance of O2O service features to local needs further restricts community acceptance. However, this study also identifies considerable potential to enhance technology adoption through community-based approaches, digital education programs, and the development of telecommunications infrastructure.
Co-Authors Andriany, Dynne Aponno, Chrestiana Ari, Ahmad Thariq Arizal Hamizar Dewi Sukmawati Hanifah Latuamury, Sherlie Evabiony Latuconsina, Satiah Leleury, Clara Maria Musriha, Hedi Talaohu, Malampati Tatelepta, Johanis M Tetelepta, Johanis M Thariq, Ahmad Usemahu, Rasni Hanipa