THE ADOPTION STAGES OF MOBILE
NAVIGATION TECHNOLOGY WAZE APP AS JAKARTA TRAFFIC JAM SOLUTION
Noni Noerkaisar
Student of Graduate Program of Management and Business, Bogor
Agricultural University, Indonesia
E-mail: noninoerkaisar@gmail.com
Budi Suharjo
Department of Statistic, Faculty of Mathematics and Natural Science,
Bogor Agricultural University, Indonesia
E-mail: budi.suharjo2010@gmail.com
Lilik Noor Yuliati
Department of Family and Consumer Sciences, Faculty of Human Ecology,
Bogor Agricultural University, Indonesia
E-mail:
lilik_noor@yahoo.co.id
Submission: 24/03/2016
Resubmit: 07/04/2016
Accept: 13/04/2016
ABSTRACT
This study analyzes the adoption stages of Waze mobile navigation by using
a hierarchy of effects models AIDA. Data were obtained through the survey
method by means of direct interview using questionnaire instrument assistance.
The results showed that there were two groups, one who have already used the
Waze application and the other who have not yet used Waze application. The two
groups were analyzed to see a series of Waze application adoption process. It
can be seen that each stage in the adoption process affects each other. The
interest of respondents to the Waze app is affected by the strengthening of
awareness regarding the benefits offered by mobile navigation app Waze. The
high interest of respondents continues to stage where the respondents are
interested in using Waze application. At the final stage it is known that the majority of respondents who were exposed to
information on uses and functions of the application Waze are willing to
immediately adopt the Waze app as a mobile navigation application while
driving.
Keywords: Adoption
process, Mobile navigation technology, AIDA model
1. INTRODUCTION
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Jakarta
as the Capital of Indonesia, which became the center of government and economic
center, has a great appeal for many people to come to Jakarta. Every day hundreds
even thousands of people from the outskirts of Jakarta (Bogor, Depok Tangerang,
and Bekasi) come to Jakarta by private vehicle. According to data from the
Jabodetabek Public Transportation Policy Implementation Strategy, the number of
trips that go to Jakarta were 18.77 million trips per day in 2014. Based on that
number, 98% of them used private vehicles such as cars and motorcycles, and only
2% used public transportation.
Decreased interest in public transportation is caused by many factors, one
of them due to the massive motorization, even higher than before the crisis occurred,
i.e. an increase of 16%-18% per year (SUTOMO, 2008). Moreover Sutomo (2008)
suggested other condition that lower the interest in using public
transportation is the inconvenience of public transportation, both poor maintenance
and security issues. The rising increase in the number of private vehicles and the
unbalanced growth of the road network became great contributing factors to congestion
in Jakarta (HENDRATNO, 2009).
Jakarta Provincial Government has done several ways to solve traffic
congestion in Jakarta. One way that is currently done by Jakarta Provincial
Government to tackle congestion is to optimize the use of media and technology infrastructure
or the so-called Information and communication Technology (ICT). Utilization of
ICT media was selected based on the high number of Internet users in Indonesia,
which is based on the domicile 78.5% live in the western part of Indonesia and
are dominated by the urban community (APJII, 2014).
Navigation based global positioning system (GPS) systems is an ICT media used
by the city government as a solution to overcome traffic congestion in Jakarta.
The main obstacle in urban navigation system in Indonesia, especially in Jakarta,
is the base map. The completeness and accuracy of base map highly depend on the
recency of the information provided (AGUSTAN, 2008). Therefore, the city
government cooperates with Google through Waze app as a mobile navigation system
that can provide information on cutting-edge map.
Waze app has an innovation that allows users to update the map, so that the
information obtained has greater accuracy and can shorten the distance. In
contrast to other navigation applications, application Waze is a social
community-based navigation application. Waze app connects users to be able to interact
and share information on traffic conditions around so the information obtained is
actual and accurate. The more people use Waze application as an application navigation
while driving of course the more accurate the information obtained.
The novelty of an innovation is reflected in the knowledge, attitudes, and a
person's decision to adopt (LESTARI 2012). Some people will soon adopt or
accept an innovation as soon as they know it, while others need more time to try
something new, while the other group again need that much longer time, and so
on (MORISSAN; WARDHANI; HAMID, 2013). Same things happen in adopting the Waze
app, some people may directly use Waze app while driving when they hear information
regarding mobile navigation app Waze. While the others require a long time to be
able to adopt the Waze application even though they has heard about the mobile navigation
app Waze.
The individual reaction stages towards an innovation will lead to a
certain action and behavior change (HASAN, 2012). Hierarchy of effect is a
linear theory of marketing and advertising which presumes that consumers must
go through a rational and sequential series of steps that ends up in steps such
as, attention, interest, desire and purchase decision (GROVER; VRIENS, 2006).
An important hierarchy models is the AIDA model which describes four stages
that the advertising drives the consumer into, starting with awareness,
interest, desire and finally action (GHIRVU; 2013; BELCH; BELCH, 2009; WHITE,
2000; REHMAN; NAWAZ; ILYAS; HYDER, 2014). This models is a guideline for
marketers to reach potential consumers and 'help' the potential consumer in the
process from unaware consumer to Purchaser of a certain product (MOOIJ, 2010).
Based on the background of the problems mentioned, the purpose of this
study is to analyze the stages of the process of adoption of mobile navigation Waze
starting from public awareness of the Waze app. And then continue to the stage
of interest and the public interest to use the Waze app. The final stages of the
adoption process circuit is the community's decision to use the Waze app.
2. METHOD
The
respondents were 200 people, drawn from the population of people who commute by
motor vehicles in Jakarta. Respondents were selected by convenience sampling
method. Interviews with the aid of questionnaire instrument were done to 50
respondents in every region of the Central Business District (CBD) Jakarta
including; Gatot Subroto street, Sudirman street, M.H Thamrin street and
Kuningan street. CBD area was selected based on data issued by the Department
of Transportation referring to the results of the study Study on Integrated
Transportation Master Plan for Jabodetabek (SITRAMP) in 2004 that the
distribution of Gatot Subroto street, Sudirman street, MH Thamrin street and
Kuningan street are included in the zone with The highest volume of private
vehicles.
3. RESULTS
The
demographic characteristics of the respondents in this study is divided into
several criteria including gender, age, education level, occupation, and
domicile (Table 1).
Table 1: Characteristics of Respondents
Categories |
Criteria |
Frequency |
Percentage (%) |
Gender |
Male |
70 |
35 |
Female |
130 |
65 |
|
Age |
18-27 years old |
154 |
77 |
28-36 years old |
26 |
13 |
|
37-45 years old |
20 |
10 |
|
Level of education |
Senior high school |
22 |
11 |
Diploma |
10 |
5 |
|
Bachelor |
144 |
72 |
|
Postgraduate |
24 |
12 |
|
Type of work |
Civil servants |
14 |
7 |
State-Owned Enterprises |
34 |
17 |
|
Employee |
84 |
42 |
|
Professional (Lawyer, Doctor, others) |
6 |
3 |
|
Entrepreneur |
14 |
7 |
|
Student |
36 |
18 |
|
Others |
12 |
6 |
|
Domicile |
Jakarta |
98 |
49 |
Bogor |
50 |
25 |
|
Depok |
16 |
8 |
|
Tanggerang |
14 |
7 |
|
Bekasi |
22 |
11 |
The
survey results showed that the gender composition is dominated by women
respondents, which is 63%. The majority of respondents were in the age range of
18-27 years old, which is 77%. The least percentage of respondents came from
the group of respondents aged 37-45 years old, which is 8%. The education level
of respondents showed most respondents were Bachelor graduate (72%).
Results
indicates the percentage of respondents who work as private employees are the
highest i.e. 42%. Profile of respondents by domicile can explained that the
majority of people who work or frequently commute to Jakarta by private vehicle
are people who reside in Jakarta with a percentage rate of 49%.
Awareness
is the first step of the marketing process and is an introductory stage, where
customers get to know about the existence of service (Rowley, 1998). From the
results of the survey, respondents were divided into two groups: 47% of
respondents who have already used Waze and 53% of respondents have not used the
Waze application (Table 2).
Table
2: Categories of respondents
Categories |
n |
% |
User
of Waze |
94 |
47 |
106 |
53 |
|
Total |
200 |
100 |
It can be seen that the top
of mind of mobile navigation application by the respondents is the Google Maps
app with a percentage of 56% of the total respondents and competing with Waze
app which ranks second at 44% of the total respondents. Brand recall is the
second model in mind of the respondent after the top of mind. The research
results showed that the Waze app ranks first with the percentage of 54%. Then
the application Google Maps ranks second in brand recall with the percentage of
43%, hereinafter Sygic ranks third on the percentage of 2% and the last
position is occupied by Pontan backcountry GPS Navigator with a percentage of 1%
(Table 3).
Table 3: Composition
awareness
Mobile navigation app |
Top of Mind |
Brand Recall |
||||
User (n=94) |
Non User (n=106) |
Total (200) (%) |
User (n=94) |
Non User (n=106) |
Total (200) (%) |
|
Waze |
73 |
15 |
44 |
20 |
88 |
54 |
Google Maps |
21 |
91 |
56 |
71 |
15 |
43 |
Sygic |
0 |
0 |
0 |
3 |
1 |
2 |
Pontan
BackCountry Navigator GPS |
0 |
0 |
0 |
0 |
2 |
1 |
Interest
in a particular business may appear when customers show it in a particular
product that he knows (GHIRVU, 2013). The survey results showed that there were
183 respondents who are interested in using Waze application and 17 respondents
who are not interested in Waze application. Too complicated and too difficult
to use were reason most often voiced by respondents i.e. 53%. The other reason
that makes respondents not interested in using Waze application can be seen in
Figure 1.
Figure 1: The reason respondents
are not interested in using Waze app
Respondents
that were interested in using Waze app as a mobile navigation app state their
responses to nine statements given (Table 4).
Table 4: Summary of responses to interest Waze app
Attributes interest Waze app |
User (n=94) |
Non User (n=89) |
|
||||
|
Disagree |
Between agree and do not |
Agree |
Disagree |
Between agree and do not |
Agree |
|
Simple and uncomplicated to use |
2 |
10 |
82 |
4 |
25 |
60 |
|
Guiding the way to avoid
congestion and find a new address |
3 |
13 |
78 |
1 |
15 |
73 |
|
Real time information |
7 |
19 |
68 |
0 |
24 |
65 |
|
Can interact with fellow users |
15 |
30 |
49 |
9 |
35 |
36 |
|
Can edit and update the map |
13 |
23 |
58 |
7 |
25 |
57 |
|
Doesn’t waste smartphone
capacity |
16 |
35 |
43 |
19 |
37 |
33 |
|
Doesn’t drain smartphone
battery fast |
30 |
34 |
23 |
25 |
35 |
29 |
|
Low use of internet package
quotas |
23 |
47 |
24 |
15 |
47 |
27 |
|
Following the trend of technology |
26 |
19 |
49 |
17 |
15 |
57 |
The attribute with the
bigger value that makes the respondents who have not used become interested is
that the Waze app can guide the way to avoid congestion and find a new address
or point of interest. As for respondents who have already used the Waze app
claimed to be interested in the application for the simple or user-friendly and
uncomplicated application.
Previous
research revealed that desire for action is the best predicting factor for
behavioral changes between attention and interest for action (BAHRAM; SHAEMI;
JOLODAR, 2011). There were 181 respondents who were interested in the
application Waze while 2 respondents were not interested in Waze application.
Low mobility so that the application Waze is not necessary is the reason why
respondents are not interested in Waze application.
Similar
to the interest of respondents, at this stage the respondents who are
interested and are willing to use Waze app as a mobile navigation app include
their ratings of importance to the nine statements given (Table 5).
Table 5: Summary of responses desire Waze
app
Attributes desire Waze app |
User (n=94) |
Non User (n=87) |
|
|||||
|
Disagree |
Between agree and do not |
Agree |
Disagree |
Between agree and do not |
Disagree |
|
|
Simple and uncomplicated to use |
5 |
16 |
73 |
4 |
23 |
60 |
|
|
Guiding the way to avoid
congestion and find a new address |
4 |
17 |
73 |
0 |
12 |
73 |
|
|
Real time information |
6 |
23 |
65 |
1 |
26 |
60 |
||
Can interact with fellow users |
21 |
34 |
39 |
13 |
29 |
45 |
||
Can edit and update the map |
13 |
29 |
52 |
7 |
31 |
49 |
||
Doesn’t waste smartphone
capacity |
19 |
40 |
35 |
15 |
40 |
32 |
||
Doesn’t drain smartphone
battery fast |
29 |
38 |
27 |
20 |
38 |
29 |
||
Low use of internet package
quotas |
23 |
44 |
27 |
15 |
47 |
25 |
||
Following the trend of technology |
22 |
25 |
47 |
9 |
23 |
55 |
||
Of the nine attributes of
the statement, there are several attributes that have value with a high level
of interest, these attributes are: At the stage of desire, non-user respondents
are interested in using Waze app because Waze app can guide the way to avoid
congestion and find a new address or point of interest. The second attribute
that makes non-user respondents are interested in using the app Waze is Waze
application is simple and uncomplicated and can provide real time information.
Last attributes that make non-user respondents are interested in using Waze app
is that Waze app follows the trend of latest's technology. Respondents who have
already used Waze app state that they are interested in Waze application
because it is easy and uncomplicated, Waze app can find addresses and lead the
way to avoid congestion, and the last reason is Waze app can provide real time
information.
Adoption
is the last stage of the process of adoption of mobile navigation app Waze. At
this stage, it was discovered there were seven non-user respondents who were
not willing to use the Waze app as a mobile navigation application while
driving on the highway. Based on the results of a brief interview with the
non-user respondents, five respondents stated the reasons is because they have
used and suits with other mobile navigation apps. While the last two
respondents who are not willing to use Waze app stated the reason is that they
do not really need a navigational tool Waze.
There
were 80 non-user respondents who decided to adopt the Waze application with a
time difference (Figure 2). 68% of respondents decided to immediately use the
Waze app in less than one week. It is known that the majority of respondents
who are willing to use Waze app in less than one week are respondents with the
young age, 18-27th years. It is said that young people have great enthusiasm in
encouraging trend (KARTAJAYA, 2015). When being grouped, non-user respondents
were included in the category of early adopter. This is because before
adopting, respondents wanted more information regarding mobile navigation
application Waze.
Furthermore,
16% of the non-user respondents stated they intended to use Waze application
after using the Waze app more than one week. Respondents who intended to use
the Waze application for more than a week were included into the category of
early mayority. Early mayority group category will compromise carefully before
making decision in adopting innovations (ROGERS, 2003).
In
addition, there were 8% of non-user respondents who intended to adopt Waze
application within one month. The group of respondents who adopted Waze
application within one month were included into late mayority category. Late
mayority group typically wait until most people have tried and adopted
innovations before they take a decision (ROGERS, 2003). Meanwhile, 8% of
respondents were in the lagards category. Laggard group is the last person to
adopt innovation, the group takes more than one month to adopt the Waze app.
People who are in this group are usually more traditional and reluctant to try
(ROGERS, 2003).
Figure 2: Time required by
non-user respondents to adopt Waze app
At
the stage of adoption also can be seen there are 7 users who say they will not
continue to use Waze application. Reasons why user will not continue using the
app Waze are summarized in Figure 3.
Figure 3: Composition of user
reasons that will not continue use the Waze app
The
results of the evaluation revealed the majority 53% of user respondents were
satisfied with the Waze app. The next stage which occurs when respondents were
satisfied with the product or service is the respondents will promote a product
or service to friends or the surrounding environment (WIJAYA, 2012). Based on
the results of the study, 84% of respondents were willing to promote Waze app
to friends and the surrounding environment, and the remaining 16% of respondents
were not willing to promote Waze app to friends and the surrounding
environment.
4. DISCUSSION AND CONCLUSION
From
a series of stages of the adoption process, it can be concluded that in general
the respondents were already aware of mobile navigation application Waze, but
many respondents were not using this navigation application. Respondents who
have not used the Waze app were exposure with information related to Waze app.
After being given the exposure of information related to the benefits and functions
of the Waze application, the respondent were being interviewed to see the
reaction of respondents about the Waze app. Respondents who were aware of the
advantages of the Waze application reacted and showed interest and decided to
adopt the Waze app while driving. However, not all respondents gave a positive
reaction using Waze application. There were some respondents who were not
interested in adopting Waze app although the respondents had given exposure information
about advantages related Waze application. It was understandable, because the
respondents have different preferences.
Similar
to the group of non-user respondents, respondents who have already used the
Waze app also participate in the interview to see interest and desire in
adopting the Waze app. There is no guarantee about people who have already use
innovation will continually use the same innovation. In fact, some respondents
refused to constantly use the Waze app as a mobile navigation application while
driving.
The
results showed that each stage of the hierarchy of effects in the model AIDA
affects one another. Awareness is able to form respondents interest, the strong
interest of respondents have an impact on the high interest of the respondent
to adopt Waze application. Strong desire and interest makes the respondents
decide to adopt the Waze app as a mobile navigation application while driving
in Jakarta and outside Jakarta. There are steps in the reaction of the
respondents that are given stimuli lead to action and behavior change to adopt
the Waze app. So the more and more people use Waze app while driving, the more
accurate the information produced.
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