The digital world has been disrupting many conventional methods, especially the purchasing system. The smartphone is also becoming more addictive today. This study explores the factors related to the people reaction and learning process of technology adoption in terms of using the application on a smartphone as the purchasing canal. The qualitative analysis, including an in-depth interview with an expert, tech-savvy people, and another related person to the research question, is used to find the factors related to adopting the technology. The company reputation, promotion in terms of price-reducing and design of User Interface (UI), and easy User Experience (UX) are the factors related to the technology adoption. The qualitative method will become basic questions for a quantitative method using a questionnaire and validate the results with the unified theory of acceptance and the use of technology. The promotion has become the most influential factor based on our research to gain awareness or reaction until peoples are driven to learn the technology and decides to purchase. The price value has a relation to the behavioural intention that ended with the use of behavioural as a final step. The finding result will be used to jump the chasm between the early adopters and the early majority on the technology adoption life cycle. Due to the small number of early adopters on market shares, the early majority becomes important segmentation to gain bigger market shares and become a market leader. The finding factors will also use for the marketing strategy for future penetration and customer acquisition, especially new start-ups, where their products/services are based on mobile applications. This study has not yet explored the strategy related to the company’s operation and financial aspect in terms of using the finding factors for the customer acquisition process.

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Nugraha, H. K., & Dhewanto, W. (2019). Exploring of factors related to the technology adoption in purchasing system of product through mobile application. International Journal of Business and Administrative Studies, 5(2), 97-108. doi: https://dx.doi.org/10.20469/ijbas.5.10005-2