55 Chapter IV Results and Analysis The results of the survey conducted on respondents were assessed through a series of research methods that have been previously described. In this chapter, the results are presented and analyzed to obtain a finding that can meet the objectives of this study. The discussions are outlined at the end of the chapter to delve into the findings and evaluate their relevance to existing theories and literature. IV.1 Sampling Results The total number of respondents who filled out the research questionnaire was 584. As seen in figure IV.1, 286 respondents were excluded because they did not meet the required sample criteria in this study. Thus, verified questionnaire data for further analysis were obtained from 298 respondents. The demographic profiles of respondents are outlined in Table IV.1. Female respondents (72.82%) make up a greater proportion than male respondents (27.18%). More than half of the respondents are 18-25 years old (54.02%). Most respondents’ education level is undergraduate (45.65%), followed by high school (29.87%). Regarding occupation, students hold the most common status (50.34%), followed by civil servants (17.45%). The respondents were dispersed throughout several Indonesian regions. Most respondents (86.24%) are from Java, and the next-highest percentage (8.72%) is from Sumatra. Figure IV. 1 Sampling procedure and results 56 Table IV. 1 Demographic characteristics of respondents Indicator Frequency (n) Percentage (%) Gender Female 217 72.82 Male 81 27.18 Age group 18-25 161 54.02 26-40 100 33.56 41-56 32 10.74 57-65 5 1.68 Education level High school 89 29.87 Diploma 14 4.70 Bachelor’s degree 136 45.64 Master’s degree 55 18.45 Doctoral degree 4 1.34 Profession Student 150 50.34 Civil servant 52 17.45 Employee 45 15.10 Entrepreneur 3 1.01 Housewife Professional Retired 4 43 1 1.34 14.43 0.33 Domicile Sumatra Java Bali-Nusra Kalimantan Sulawesi Maluku Papua 26 257 6 3 3 1 2 8.72 86.24 2.01 1.01 1.01 0.34 0.67 Other data collected from consumers through questionnaires is data regarding psychographic factors. Lifestyle is one of the factors of the psychographic segmentation analyzed in this study. Considering 87% of respondents who were willing to answer the questionnaire stated that they only went to the dentist when they had complaints about oral health, meaning that 57 only 13% of respondents went to the dentist regularly, at least once every six months (Figure IV.2). Then based on other psychographic aspects, namely consumer personality, 81% of respondents care about other people's views on their appearance. At the same time, 19% of respondents did not care what people thought about their appearance (Figure IV.3). Figure IV. 2 Psychographic segmentation of respondents regarding their visits intensity to the dentist (lifestyle) Figure IV. 3 Psychographic segmentation of respondents regarding their concern for self- appearance (consumer personality) 87% 13% Lifestyle (Visits Intensity to The Dentist) Only visit the dentist when they have oral health problems Regularly visit the dentist (at least every 6 months) 81% 19% Consumer Personality (Concern for self-appearance) care about what people think about appearance don’t care about what people think about appearance 58 IV.2 Descriptive Statistics Results and Analysis The researcher conducted a descriptive analysis and interpretation of the data in this section. The data analyzed are respondents' answers to questionnaire items for each construct. The mean value of the answers to each questionnaire item reflects the trend in respondents' answers, which are then interpreted according to the following interval scale categories. Table IV. 2 Interpretation of 5-Point Likert Scale (Pimentel, 2010; Nyutu et al., 2021) Scale Scale Interval Description 1 1.00 – 1.80 Strongly disagree 2 1.81 – 2.60 Disagree 3 2.61 – 3.40 Neutral 4 3.41 – 4.20 Agree 5 4.21 – 5.00 Strongly agree IV.2.1 Performance Expectancy In this research, the performance expectancy construct consists of four items. The table below presents the percentage of each item's answer. The answer with the highest percentage value on all items is “agree”. 48% of respondents agreed with item PE1, 44.7% agreed with item PE2, 40.3% agreed with item PE3, and 47.7% agreed with PE4. Table IV.3 Descriptive Statistics of Performance Expectancy Item SA (%) A (%) N (%) D (%) SD (%) Mean Decision PE1 37.3 48 12.3 2.3 0 4.2 Agree PE2 37 44.7 16.0 2.3 0 4.16 Agree PE3 32.7 40.3 23.7 3.0 0.3 4.02 Agree PE4 37.3 47.7 12.7 2.3 0 4.20 Agree Grand mean performance expectancy 4.145 Agree SA = Strongly agree; A = Agree; N = Neutral; D = Disagree; SD = Strongly disagree The descriptive statistical results that can be seen in Table IV.3 show that the four items of the performance expectancy construct have the average values in the same interval scale group (3.41 – 4.20/agree), which reflect the benefits of TMA obtained by users. 59 IV.2.2 Effort Expectancy The effort expectancy construct consists of four items representing the ease of adopting TMA. The results of descriptive statistics present the percentage of respondents' answers to each item. The answer with the highest percentage value on item EE1 was "strongly agree" (48.7%), while on item EE2, 46% respondents answered "agree". Likewise, for EE3 and EE4, the answers with the highest percentage value is "agree". As many as 45.3% of respondents agreed with item EE3, and 44.7% agreed with item EE4. Table IV.4 Descriptive Statistics of Effort Expectancy Item SA (%) A (%) N (%) D (%) SD (%) Mean Decision EE1 48.7 40.3 9.7 1.3 0 4.36 Strongly agree EE2 44.0 46.0 9.0 1.0 0 4.33 Strongly agree EE3 44.7 45.3 8.7 1.3 0 4.33 Strongly agree EE4 41.0 44.7 13.0 1.3 0 4.25 Strongly agree Grand mean effort expectancy 4.32 Strongly agree SA = Strongly agree; A = Agree; N = Neutral; D = Disagree; SD = Strongly disagree As seen in Table IV.4, all items have a mean value of answers in the same value range, namely between 4.21 and 5.00. From the results of the descriptive statistics, it can be concluded that, on average, respondents strongly agree with the items of effort expectancy. IV.2.3 Price Value The items of price value represent respondents' cognitive trade-off between the benefits and the costs incurred to use TMA. Almost the majority of the respondents agree with the statements of the item's price value. It can be proven from the presentation results that the highest answer to all items is "agree" (Table IV.5). 49% of respondents agreed with item PV1, 45.7% agreed with item PV2, and 50.7% agreed with item PV3. 60 Table IV.5 Descriptive Statistics of Price Value Item SA (%) A (%) N (%) D (%) SD (%) Mean Decision PV1 28.7 49.0 20.0 2.3 0 4.04 Agree PV2 25.7 45.7 24.7 3.7 0.3 3.93 Agree PV3 24.3 50.7 22.0 2.7 0.3 3.96 Agree Grand mean price value 3.97 Agree SA = Strongly agree; A = Agree; N = Neutral; D = Disagree; SD = Strongly disagree Like the descriptive statistical results of the previous constructs, all items in the price value construct have a mean response value in the same interval scale group, namely “agree”. It means that, on average, respondents agreed with the statements of the price value of items. IV.2.4 Facilitating Conditions The results of descriptive statistics regarding respondents' answers to items from the facilitating conditions construct show that the highest answer to item FC1 is "strongly agree", while the highest answer to items FC2 and FC3 is "agree". 47.3% of respondents strongly agreed to item FC1, 46.3% of respondents agreed to item FC2, and 50% of respondents agreed to item FC3. Table IV.6 Descriptive Statistics of Facilitating Conditions Item SA (%) A (%) N (%) D (%) SD (%) Mean Decision FC1 47.3 43.7 6.7 2.0 0.3 4.36 Strongly agree FC2 36.0 46.3 13.3 4.0 0.3 4.14 Agree FC3 35.0 50.0 13.0 2.0 0 4.18 Agree Grand mean facilitating conditions 4.23 Strongly agree SA = Strongly agree; A = Agree; N = Neutral; D = Disagree; SD = Strongly disagree In contrast to the constructs discussed previously, the average value of respondents' answers to each item is not categorized into the same interval group. The mean value of response for FC1 item is 4.36 (strongly agree), the mean value of response for FC2 item is 4.14 (agree), mean value of response for FC3 item is 4.18 (agree). Then, the grand mean value is 4.23, which means the average respondent's answer strongly agrees with the statement on the facilitating conditions items. 61 IV.2.5 Social Influence Respondents' answers to three social influence items were analyzed in this study.