Acceptance Analysis of CRM System Adoption with Technology Acceptance Model (TAM 3) Using Structural Equation Modeling (SEM) (A Case Study)
摘要
CRM systems have become popular in various large companies worldwide, including in Indonesia. Not only large corporations but also medium and small enterprises have started implementing CRM systems to streamline business processes and enhance customer coverage. By adopting an information technology system, namely the CRM system, companies aim to facilitate business processes and customer engagement. Through the adoption of CRM systems, companies hope that the system will be well-received and effectively utilized, providing benefits for all employees. The presence of the CRM system elicits varied responses and reactions from users. Some feel assisted by the system, while others may experience the opposite. In this study, an analysis of the factors that influence the acceptance of the use of the CRM system on employee performance will be carried out using the Technology Acceptance Model 3 (TAM 3) using 17 variables from the TAM model. The data obtained will be processed using the Structural Equation Modeling (SEM) method with the SmartPLS application. From the results of the analysis, it was found that encouragement or support from other people, the linkage or relationship of the system to work, the ease of understanding and using the system, and the intention or desire to use the CRM system affected the acceptance of the use of the CRM system in the company.