Perceived Usefulness and Perceived Ease of Use as Predictors of Attitude Toward IoT Adoption Among Rice Farmers

This study investigates key drivers influencing rice farmers’ attitudes toward Internet of Things (IoT) adoption in Indonesia, using the Technology Acceptance Model (TAM) as an analytical lens. Specifically, it evaluates the predictive roles of Perceived Usefulness (PU) and Perceived Ease of Use (PEOU), both of which are posited to shape users’ Attitude Toward Usage (ATT). Survey data were obtained from 62 smallholder farmers in Bandung Regency and examined through Partial Least Squares Structural Equation Modeling (PLS-SEM). The study confirms that both PU and PEOU significantly contribute to the formation of favorable farmer attitudes, with the model showing high explanatory strength (R² = 0.723). PU captures the perceived benefit of IoT for improving productivity and efficiency, while PEOU reflects user-friendly design and ease of integration into existing agricultural routines. These findings extend TAM’s validity in rural, low-tech farming contexts and offer actionable insights for technology developers, government agencies, and agricultural organizations seeking to foster digital transformation. By confirming the relevance of usability and perceived value, this study supports targeted design and communication strategies that align with farmers’ expectations. It also lays the groundwork for broader ASEAN agricultural resilience efforts by emphasizing inclusive technology pathways. Future research may incorporate sociocultural dimensions and systemic barriers to expand the model's applicability in diverse farming environments.