Identification of Purchasing Factors for Neucentrix Data Center in Telkom Kalimantan with UTAUT 2 Modification

Abstract

The world’s population growth is driving the increase in global internet bandwidth. The data center is the core infrastructure supporting the digital information growth trend. Telkom has a data center that provides carrier-neutral colocation services under the NeuCentrIX brand. Despite the intense competition among data center businesses and low rack occupancy levels in Telkom Kalimantan, NeuCentrIX has yet to become the market leader in Indonesia. This study aims to analyze the suitability of factors that affect the purchase of NeuCentrIX in Telkom Kalimantan using a modified UTAUT 2 model consisting of the variables of performance expectancy, effort expectancy, social influence, facilitating conditions, and price value while removing the variables of hedonic motivation and habit and adding the variable of brand equity. A structural research model is constructed based on these variables regarding purchase intention, and six hypotheses are obtained and will be tested. The research data collection through questionnaires was conducted directly with the respondents. The data processing of questionnaire results utilized the PLS-SEM method and SmartPLS 3.2.9 software. The results of this research indicated that out of the six hypotheses, only one was accepted, that brand equity influences purchase intention, while the other five hypotheses were rejected. The positive contribution of brand equity to purchase intention was 30.1%. These analysis results can be utilized as recommendations for companies and suggestions for further research.