The Effect of Perceived Usefulness, Perceived Ease of Use, and Public Figure Endorser Towards the Adoption of Convo Application

Abstract

CONVO is a company that develops an English-learning application in Android that experienced issues in terms of the rate of adoption. This study aims to understand whether perceived usefulness, perceived ease of use, and public figure endorsers influence the adoption of CONVO application. This study utilizes a quantitative method approach with CONVO application as the research object. Sixty seven samples were selected using simple random sampling from 197 people as the target population. The results of this study indicate that Perceived Usefulness and Perceived Ease of Use of CONVO application have a significant effect on the adoption of the application, however the public figure endorser variable has no significant effect towards the Intention to Adopt. This shows that Perceived Usefulness and Perceived Ease of Use have a significant effect towards CONVO hence all efforts of increasing the adoption rate of CONVO should focus on these two factors. On the other hand, the results showed that Public Figure Endorser has no significant effect towards the Intention to Adopt CONVO application, hence efforts in relation to this factor should be reduced. The theoretical model used in the study is derived from the Technology Acceptance Model (TAM) due to the principle of parsimony. The results of this study can be used as reference material for other companies that plan to develop mobile application to achieve a satisfactory Intention for Adoption by their users.