ANALYSIS THE METAVERSE ADOPTION OF BATAM CITY MICRO, SMALL, MEDIUM ENTERPRISES USING TECHNOLOGY ACCEPTANCE MODEL

Abstract

The technological advancements and widespread adoption, particularly in the realm of the metaverse have introduced numerous innovations into human life. The societal adaptation process to these innovations is crucial for efficiency and sustainability. This research examines the factors influencing the acceptance of metaverse technology innovation, which is one of the most significant innovations in recent times. In this context, metaverse technology is analyzed using a Structural Equation Modeling (SEM) approach within the framework of the Technology Acceptance Model (TAM). The software Smart PLS 4.0 is employed for analysis to test the significant positive correlations found between perceived use, perceived usefulness, and intention to use. The results indicate that the perceived usefulness of the Metaverse does not influence the intention to use it among micro, small, and medium enterprises (MSMEs) in Indonesia. However, perceived use is shown to influence perceived usefulness and the intention to use the Metaverse among MSMEs. These findings suggest that while MSMEs may recognize the potential benefits of the Metaverse, they may not see it as a practical tool for their specific needs. It is important for developers of the Metaverse to address these concerns and demonstrate its value in order to increase adoption.