ANALISIS PERBEDAAN ATTRACTIVENESS KEY OPINION LEADER DAN PENGARUHNYA TERHADAP MINAT BELI SOMETHINC

Beny

doi:10.37888/bjrm.v9i2.621

Authors

Beny Institut Teknologi dan Bisnis Sabda Setia

DOI:

https://doi.org/10.37888/bjrm.v9i2.621

Keywords:

Attractiveness, Key Opinion Leader (KOL), Minat Beli

Abstract

This study examines the factors influencing service bureau–enabled additive manufacturing (AM) adoption among Indonesian contract manufacturing small and medium-sized enterprises (SMEs). Drawing on the Technology–Organisation–Environment (TOE) framework, a structural model was developed in which cost transparency and lead time reliability influence perceived adoption effectiveness and adoption continuity intention, with perceived adoption effectiveness serving as a mediating variable. A quantitative, cross-sectional survey was administered to managerial-level respondents from Indonesian manufacturing SMEs engaged in contract-based production, and data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The measurement model demonstrated satisfactory reliability and validity, and all five hypothesised relationships were statistically supported. Cost transparency and lead time reliability both exerted positive and significant effects on perceived adoption effectiveness and continuity intention, with cost transparency showing a marginally stronger effect on effectiveness. Perceived adoption effectiveness was the strongest predictor of continuity intention, confirming its mediating role between service bureau characteristics and sustained adoption. The model explained 52% of the variance in perceived adoption effectiveness and 61% of the variance in continuity intention. These findings extend the TOE framework to service-based manufacturing contexts by showing that external service provider characteristics, not only internal organisational readiness, shape SME adoption decisions. The study offers practical guidance for SMEs, AM service bureaus, and policymakers on the importance of pricing clarity and delivery consistency, contributing new empirical evidence from an Indonesian contract manufacturing setting.

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