Analisis Technology Readiness Acceptance Model (TRAM) pada Penggunaan Platform Digital Untuk Pelelangan Ikan Di Tpi Tawang Kendal

Purpose: This study aims to evaluate the application of the Technology Readiness Acceptance Model (TRAM) in fisheries governance, with a focus on the case study of Digital Fish Auction at TPI Tawang Kendal. TRAM is used as a framework to assess the readiness and acceptance of technology in both individual and organizational contexts, Methods: The research adopts a quantitative approach with data collection through surveys of auction participants at TPI Tawang Kendal, Analysis data: Descriptive techniques are employed to measure Technology Readiness Index (TRI) and identify barriers to technology adoption, Result and discussions: The study shows that auction participants have a high level of technological readiness, with an average TRI score indicating optimism and innovation. However, despite high technological readiness, significant barriers remain in adoption, such as a lack of technical understanding of the PARI application and the cultural ties between fishermen and capital owners that influence technology acceptance. Furthermore, the "turn-taking" practice in the auction process, regulated by the auctioneers, is a barrier, as it is perceived to provide a fair opportunity for participants with limited financial resources. The discussion reveals that while technology adoption can enhance the efficiency of fisheries governance, cultural and technical barriers must be addressed to ensure successful implementation. Conclusion: The application of TRAM in the fisheries sector can support technology adoption but requires a more comprehensive approach to overcome cultural and technical obstacles.