Volume 11, Issue 2, 01 Desember 2020, Pages. 194-209 Jurnal Manajemen (Edisi Elektronik) Sekolah Pascasarjana Universitas Ibn Khaldun Bogor http://dx.doi.org/10.32832/jm-uika.v11i2.3268 Pengaruh Aplikasi Digital Point Of Sales (Digipos) Terhadap Perilaku Konsumen Variabel Effort Expectancy Model Unified Theory Of Acceptance and Use Of Technology (UTAUT) Studi Kasus Telkomsel Bogor Usman Syarif a , Masyhudzulhak Djamil b, Amir Tengku Ramly c a Telkomsel Indonesia, b Universitas Mercubuana, Indonesia, c Universitas Ibn Khaldun, Indonesia * usman.syarif@gmail.com, masydk@gmail.com, tengkuppsuika@gmail.com A R T I C L E I N F O DOI: 10.32832/jm-uika.v11i2.3268 Article history: Received: 28-07-2020 Accepted: 13-11-2020 Available online: 01 Desember 2020 Keywords: Telkomsel, Digipos, Consumer Behavior, Effort Expectancy, UTAUT A B S T R A C T The telecommunications industry business in Indonesia in recent years has changed drastically from voice and SMS services to dig- ital services. This change requires Telkomsel as one of the cellular companies in Indonesia to also transform into a digital company, one of which is the transformation in the field of Channel Manage- ment, by introducing the Digipos application in 2017. The imple- mentation in the field of Digipos has not been used massively by outlets, especially in the city of Bogor where this research was con- ducted. This research uses a quantitative approach with descrip- tive and causal research methods. Data were collected through lit- erature studies and questionnaires with analytical techniques us- ing PLS and Descriptive Analysis. Based on PLS analysis, one of the four variables namely Effort Expectancy (EE) has a positive influence on the Use Behavior to use Digipos. The level of ease of using the system, perceived to be quite good, is seen from the aver- age index with a fairly high adoption rate. From the analysis of PLS Effort Expectancy (EE) has a positive influence on customer behavior. Creative Commons Attribution-ShareAlike 4.0 International License.