Penulis: Rr. Tri Istining Wardani*¹, Dwi Sudjanarti², Heru Utomo³, Umi Khabibah⁴, Rizky Kurniawan Murtiyanto⁵, Masitha Nisa Akmalia

Nama Jurnal: Jurnal Administrasi Bisnis FISIPOL UNMUL

Tahun: 2025

Volume: 13

Issue: 4

Halaman: 310-321

Deskripsi: Abstrak Implementing the Pedestrian-Activated Signal System (PASS) as a traffic safety technology innovation requires a deep understanding of user readiness and acceptance, especially in campus environments that are dense with pedestrian activity. This research aims to analyze the influence of Technology Readiness (TR) factors consisting of Optimism, Innovativeness, Discomfort, and Insecurity and Technology Acceptance Model (TAM) factors, namely Perceived Ease of Use, Perceived Usefulness on Behavioral Intention to Use the PASS system. This research uses a quantitative approach with a survey method of 215 respondents who are campus academics and the community who use the PASS in Malang City. Data analysis techniques were carried out using SPSS software with multiple linear regression tests to see the influence of variables in the TR and TAM models that had been formulated. The research results show that Optimism, Innovativeness, Perceived Ease of Use, and Perceived Usefulness have a positive effect on Behavioral Intention to Use. Meanwhile, Discomfort and Insecurity have a negative effect on Behavioral Intention to Use. This suggests that both psychological readiness and technology perception play an important role in shaping PASS intention to use. These findings confirm that the success of PASS implementation is not only determined by the technical aspects of the system, but also by the mental readiness and perception of the user. Therefore, it is important for institutions and technology developers to prioritize education and outreach strategies that strengthen user acceptance. Thus, PASS can be used sustainably to support pedestrian safety in the campus environment.

Pendahuluan: Introduction University campus areas are characterized by intensive pedestrian mobility combined with complex traffic patterns, particularly during peak academic hours. The concentration of students, lecturers, staff, and visitors within limited spatial environments increases pedestrian exposure to traffic risks, especially at road crossings that intersect with arterial and collector roads surrounding campus facilities. In rapidly growing urban areas such as Malang City, the expansion of educational infrastructure and motorized transportation has intensified the urgency of improving pedestrian safety through more adaptive and user-centered traffic management systems. Pedestrian safety has become an essential component of sustainable urban mobility and smart city development. Traditional traffic control mechanisms often prioritize vehicle flow efficiency, resulting in limited responsiveness to pedestrian needs. As a result, pedestrians may engage in unsafe crossing behaviors, including jaywalking or ignoring traffic signals, particularly when waiting times are perceived as excessive. Previous transportation studies indicate that pedestrian-activated and hybrid beacon systems are effective in reducing pedestrian–vehicle conflicts and improving compliance at high-volume intersections (Rosales & Turochy, 2021). However, technical effectiveness alone does not guarantee successful system utilization, especially when the system requires active user participation. One technological innovation designed to address these challenges is the Pedestrian-Activated Signal System (PASS). PASS allows pedestrians to manually activate traffic signals to facilitate safe road crossings. This system represents a form of smart pedestrian infrastructure that integrates traffic engineering principles with human-centered interaction. While PASS has demonstrated operational benefits in improving crossing safety and efficiency, its overall effectiveness is contingent upon users’ willingness to understand, trust, and consistently use the system as intended. The adoption and sustained use of public infrastructure technologies are not merely technical issues but also behavioral and psychological processes. Users’ perceptions, attitudes, and readiness toward technology significantly shape acceptance outcomes. In this context, the Technology Acceptance Model (TAM) provides a foundational framework for understanding how individuals decide to adopt new technologies. TAM posits that perceived usefulness (PU) and perceived ease of use (PEOU) are the primary determinants of users’ behavioral intention to use a system (Davis, 1989). Perceived usefulness reflects the degree to which users believe that PASS enhances crossing safety and efficiency, while perceived ease of use refers to how simple and intuitive the system is perceived to operate. Extensive empirical evidence supports the robustness of TAM across diverse technological domains, including e-government services, mobile applications, financial technologies, and smart transportation systems (Venkatesh Jurnal Administrasi Bisnis FISIPOL UNMUL, Volume 13, Nomor 4, 2025 312 & Davis, 2000; Legris et al., 2003; Chen et al., 2019). In smart transportation contexts, PU and PEOU have been shown to significantly influence users’ intentions to adopt intelligent mobility solutions, particularly when the system directly affects daily activities and safety outcomes (Lam et al., 2008). However, TAM primarily focuses on users’ cognitive evaluations after exposure to technology and may not fully capture deeper psychological predispositions toward technological change. To address this limitation, Technology Readiness (TR) offers a complementary perspective by examining individuals’ mental preparedness to embrace new technologies. The Technology Readiness Index (TRI), introduced by Parasuraman (2000) and refined by Parasuraman and Colby (2015), conceptualizes readiness through four dimensions: optimism, innovativeness, discomfort, and insecurity. Optimism and innovativeness act as positive drivers that encourage acceptance, while discomfort and insecurity function as barriers that inhibit technology use. These dimensions shape how users perceive, interpret, and respond to technological systems even before direct interaction occurs. Previous studies demonstrate that technology readiness significantly influences technology acceptance by shaping perceived usefulness and ease of use (Walczuch et al., 2007; Lin & Hsieh, 2007). In smart transportation settings, individuals with higher levels of optimism and innovativeness tend to show stronger acceptance of intelligent systems, whereas feelings of insecurity and discomfort reduce trust and usage intention (Lam et al., 2008). This relationship suggests that acceptance of PASS may depend not only on system functionality but also on users’ general confidence and attitudes toward technology. Despite the extensive application of TAM and TR in digital and service-based contexts, empirical research examining their integration in physical public infrastructure systems remains limited. Most prior studies focus on software-based platforms such as mobile applications, e-filing systems, or online services (Iramaidha et al., 2025; Arifani, 2025). In contrast, PASS represents a hybrid technology that combines digital logic with simple physical interaction, where user acceptance may be influenced more by perceived functionality, ease, and trust rather than technological novelty. Moreover, campus environments present unique behavioral characteristics. University populations, dominated by young adults and digital natives, often demonstrate high familiarity with technology but also exhibit low tolerance for inefficiency and inconvenience. Research on user experience and service interaction indicates that simplicity, clarity, and responsiveness play crucial roles in shaping acceptance and continued use of systems, even in non-commercial and public service contexts (Nurrohman, 2025; Nurrohman et al., 2023). Consequently, understanding acceptance of PASS within a campus setting requires an integrated behavioral framework that captures both readiness and acceptance dimensions.

Kata Kunci: Keywords: Technology Readiness, Technology Acceptance Model, Pedestrian-Activated Signal System, Campus

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