Technology Acceptance Model (TAM) pada Pengalaman Penggunaan Teknologi Komunikasi Mahasiswa Prodi Ilmu Komunikasi Universitas Terbuka Angkatan 2023
Bela Amelia dan Endang Tri Irianingsih

Universitas Terbuka

Abstract

Abstract

The development of digital communication technology has encouraged the transformation of learning in higher education into an online-based system, including at Universitas Terbuka, which utilizes digital media in academic activities. This study aims to analyze the level of technology acceptance, motives for digital media use, and the quality of students^ digital communication. The research employed a quantitative approach using the Technology Acceptance Model (TAM), Uses and Gratifications (U&G), and Computer Mediated Communication (CMC) as the theoretical frameworks. Data were collected through a survey method involving 40 students from the Communication Science Study Program of Universitas Terbuka, Class of 2023. The data were gathered using a Likert-scale questionnaire and analyzed using SPSS. The results showed that the TAM variable obtained a mean score of 3.76 (high), U&G 3.70 (high), and CMC 3.55 (moderate). These findings indicate that students have a good level of technology acceptance and actively use digital media in learning activities- however, the quality of digital communication has not yet reached an optimal level. This study concludes that improving the quality of digital communication remains necessary to support the effectiveness of online learning.

Keywords: Keywords: Computer Mediated Communication, online learning, communication technology, Technology Acceptance Model, and Uses and Gratifications.

Topic: Strategic Communication in the Digital Sphere: Cultivating Civic Trust through Data-Driven Approaches (Digital Communication- Public Communication Strategy- Civic Trust)