The 6th International Conference on Cyber and IT Service Management (CITSM 2018)

Inna Parapat Hotel – Medan, August 7-9, 2018

Pinning-Up Green IT for Competitive Advantage In

Education Industries
Doni Purnama Alamsyah* Rizal Amegia Saputra Tuti Alawiyah
Universitas BSI AMIK BSI Sukabumi AMIK BSI Tasikmalaya
Bandung, Indonesia Sukabumi, Indonesia Tasikmalaya, Indonesia

Herlan Sutisna Dini Silvi Purni Miftah Farid Adiwisastra

Universitas BSI STMIK Nusa Mandiri Jakarta Universitas BSI
Bandung, Indonesia Jakarta, Indonesia Bandung, Indonesia

*Corresponding Author: doni.dpa@bsi.ac.id

Abstract- Implementation of green IT in educational industry
has not felt optimally. Perceived complexity becomes source of
hesitation for Human Resource in implementing of green IT, in
fact of green IT becomes source of educational industries in
gaining competitive advantage. Reviewing from phenomenon, so
study focuses on the correlation of perceived complexity, green
IT and competitive advantage in educational industries.
Quantitative research is conducted through questionnaire to 75
Human Resource of IT in educational industries, with using path
analysis. Research finding is known that perceived complexity
has negative correlation with green IT and competitive
advantage. Besides that, green IT is found to be able to become
mediation in trying to improve competitive advantage.
Keyword: Perceived Complexity, Green IT, Competitive
Advantage
I. INTRODUCTION
Nowadays, industry has adopted generally to the
environmental issue [1]. In recent years, Information
Technology (IT) becomes apart released in facing
environmental issue [2]. It supports the implementation of
environmental problem through energy efficiency and other
problems that relates to environment [3]. Although IT has
contribution to environmental issue, but it is not often for
human who is aware to those cases [4]. The phenomenon
happened for IT and environmental issue is known as green
IT. Green is associated with firms, systems, products and
production processes that use less energy, recycle and reuse
materials, reduce waste, water use, and pollution and preserve
natural resources [5]. The use of green IT has already attached
in academic and practical industries [6], because Green IT has
important role in energy and living environment issue. It
means that green IT impacts on environmental sustainability
and it is not often used to improve competitive advantage of
company [2]. Relating to activity of environmental
sustainability, green IT is used in minimizing negative impact
and optimizing positive impact from human behavior on
environment when they use IT product. So in general, green
IT is always related to three things, which is effective,
efficient, and sustainability [3].
Educational industries, it is the same case with industry in
general. It needs the benefit of green IT in effective, efficient,
and sustainability from its operational. But, there is not a bit of
educational industries in Indonesia has no full supporting from
the implementation of IT [7]. It obstructs the practice of green
IT and company competition. Educational industries get truly
competition because there are two types of educational
industries, such as private and public educations. But the most
feel competition is private industry, like college [8].
Supporting IT through green IT becomes one of tools in facing
competition, with the final purpose is competitive advantage
[2]. In Indonesia, the main obstacle of green IT
implementation is on perceived complexity of Human
Resource of IT for the complexity of the application of green
IT [3]. Because of environmental issue itself in Indonesia has
not been implemented well. For example, there is still lower of
customer’s choice for environmental product, and customer’s
awareness for environment [9]. Perceived complexity which
is assessed by Human Resource for implementation of green
IT in industry generally does not have significant impact [3],
however it needs to be reviewed from educational industry
that has IT limitation.
Reviewing from phenomenon of green IT in educational
industries, so this study focuses on the power of green IT in
improving competitive advantage of educational industries.
Evaluation of perceived complexity and implementation of
green IT can give input on the strategy of educational
industries in Indonesia which is IT-based.
A. Perceived Complexity of Green IT
Although society’s attention in Indonesia related to
environmental issue has been increased, which is marked from
the use of green marketing strategy in company [10], [11]. But
company’s attention on the implementation of green IT is still
lack, as regulation of energy efficiency or exploration of the
use of tools more efficiently [12]. It is the same with
The 6th International Conference on Cyber and IT Service Management (CITSM 2018)
Inna Parapat Hotel – Medan, August 7-9, 2018
educational industries with Human Resource inside, where it
is careless about the rule of IT usage with its environment
[13]. Those cases area part from perceived complexity which
needs to be faced by company in order to the implementation
of green IT. Perceived complexity is innovation level that is
assumed difficult to be comprehended and used [14]. It means
that perceived complexity depends on the ability of Human
Resources of IT inside in comprehending and using IT. Some
cases that is often become the evaluation of perceived
complexity such as difficult to understand from a business
perspective and technical perspective, also perceived of
adopting IT is difficult [3].
B. Green IT for Education Industries
The concept of IT for environment or green IT, is a
concept of IT usage that can encourage environmental
sustainability [2]. It is known with IT for environmental
sustainability’ and ‘environmental sustainability of IT’ [4].
Many people develops the concept of green IT, for educational
industries green IT can be stated as the usage of IT resource in
order to energy efficiency and effectiveness of company
operational [15]. There are three main purposes of green IT
such as pollution prevention, product stewardship, and clean
technology [3]. All of the purposes can be applied in three
different level which is individual, organizational, and societal
[16]. It means that in educational industries, green IT can be
evaluated from Human Resources level, organization through
company leader or outside of company like students’ parent.
The concept of green IT surely can be assumed from
several things such as server virtualization, storage
virtualization, storage consolidation, environment-friendly IT
procurement policy, policy on managing electronic waste, and
measuring the environmental impact of IT [3]. The purpose of
those concepts evaluate the implementation of green IT from
internal side of company and improve competitive advantage
of company [2].
C. Gaining Competitive Advantage
In industry competition is known as competitive advantage
[17]. Competitive advantage is specific activity that is
developed by company in order to be outstanding compared
with their competitors [18]. Company uses some strategies in
order to improve competitive advantage, one of them are
through the implementation of IT in company operational
[19]. The implementation of IT always relates to three things
are tangible technical components, human technical and
managerial IT skills, and intangible IT [20]. Relating to
sustainability from competitive advantage, those things from
IT are usually connected with environment, which is green IT.
So through the implementation of green IT becomes one of
efforts in getting competitive advantage.
In evaluating competitive advantage, it can be conducted
by Human Resource of company or company leader [21]. In
industry that uses environmental issue in some dimensions
which can be assessed for competitive advantage, such as
quality, capable, position, profitability, management, and
brand image [22].
II. QUANTITATIVE METHOD AND MEASUREMENTS
A. Quantitative Method and Case Study
This quantitative research was conducted to educational
industries in Indonesia, with the sample towards one of
colleges that was implemented of IT on its operational.
Experiment used with case study to Human Resource who had
correlation with IT in BSI colleges. All of them were IT staff
and IT lecturer, with the number of respondent was 75 people.
Data from respondent obtained through questionnaire with the
answer that had determined before, like 1 for “strongly
dissagree” and 5 for “strongly agree”. Data obtained then
processed through path analysis and analysis tools of
SmartPLS, because the data less than 100
Perceived Green Competitive
Complexity IT Advantage
Fig. 1. Research Model
B. Measurements and Hypothesis
Variable used was perceived complexity, green IT and
competitive advantage. Every variable was measured and
assessed by respondent, the dimension from perceived
complexity was difficult to understand from a business and
technical perspective, difficult to implement from a business
and technical perspective, also difficult to adopting IT [3]. In
green IT, things assessed were server virtualization, storage
virtualization, storage consolidation, environment-friendly IT
procurement policy, policy on managing electronic waste, and
measuring the environmental impact of IT [3]. While, for
competitive advantage, the dimension used were quality,
capable, position, profitability, management, and brand image
[22]. Path analysis also used was reviewing the correlation
between variables with detail was presented on Fig. 1.
In analyzing research data was used hypothesis test
depends on research model (Fig. 1). Here was the research
hypothesis test design as follows:
H1. Perceived complexity had negative correlation in the
implementation of green IT.
H2. Perceived complexity had negative correlation in the
improvement of competitive advantage.
H3. Green IT had positive correlation in the improvement of
competitive advantage.
The 6th International Conference on Cyber and IT Service Management (CITSM 2018)
Inna Parapat Hotel – Medan, August 7-9, 2018
III. RESULT AND DISCUSSIONS
The research result was obtained the questionnaire from
Human Resource who had IT background like IT staff and IT
lecturer, with the total number was 75 data. From those data
was known that 46% came from the background of IT
lecturers, 25% was as technical support, 16% was as
programmer, and 13% was as information system. Related to
experience, it was known that 37% had experienced for 3-5
years in IT field, the rest was 33% had experienced for 6-10
years, 21% had experienced for 11-20 years and 9% had
experienced for <2 years. It was concluded that most of them
from Human Resources of IT in those educational industries
(BSI College) had good experienced. Then, data found also
processed again become the more useful information through
SmartPLS application.
In path analysis from SmartPLS processing, it was known
two of correlation values, which was negative and positive.
For negative correlation was happened on the correlation of
perceived complexity with green IT and perceived complexity
with competitive advantage (Fig. 2, TABLE 1, TABLE 2). It
marked that not all of variables correlation on research model
supported the creation of gaining competitive advantage in
educational industries.
-0.329
Perceived -0.536 Green 0.382 Competitive
Complexity IT Advantage
Fig. 2. Result Model
TABLE 1
Loading Factors Values
Measurements
Factors
Perceived Complexity
Difficult to understand from a business perspective
Difficult to implement from a business perspective
Difficult to understand from a technical perspective
Difficult to implement from a technical perspective
Difficult to adopting
Green IT
Server virtualization
Storage virtualization
Storage consolidation
Environment-friendly IT procurement policy
Policy on managing electronic waste
Measuring the environmental impact of IT
Competitive Advantage
Quality
Capable
Position
Profitability
Management
Brand image
TABLE 1
Hyphotesis Test
Hypothesis t-values Results
H1 -4.866 Support
H2 -2.170 Support
H3 3.266 Support
Result from all of research hypothesis test was stated
support (t-value > 1.69 or > -1.69) which was interpreted that
research model test had been tested empirically and it could be
generalized in others educational industries (TABLE 2). In
this study was tested also the correlation between variables
with indicator to get to know Loading Factors Values, it was
known on each variables had differentiation of Loading
Factors Values (TABLE 1).
A. Unssupporting of Perceived Complexity
Perceived complexity is view of Human Resource value in
implementing of IT [23]. This opinion can weaken the
performance of IT [24]. In educational industries, perceived
complexity is happened in academic process and academic
information that use IT [25]. Research finding is known that
perceived complexity has negative correlation with green IT
and competitive advantage. It marks that the higher of
perceived complexity, so the worst of its impact on the
implementation of IT in educational industries. This finding is
emphasized with the test result on research hypothesis (H1,
H2), so it is needed mediation that can muffle perceived
complexity in industries.
It is reviewed more deeply, seems that the negative
correlation from perceived complexity with green IT is bigger
than competitive advantage (Fig.2). It means that educational
Load.
industries in Indonesia will have been implemented of green
IT if the paradigm of Human Resource of IT for the
0.917 implementation of IT is not considered to be good. So besides
0.854 the ability of Human Resource of IT who needs to be noticed
0.772
0.903 to be improved, the paradigm of Human Resources of IT
0.649 needs also to be noticed. It needs there is paradigm change
from Human Resource of IT through seminar or workshop
0.417 related to the utilization of IT and green IT in the organization
0.526
0.730
[26].
0.738
0.402
Things that need becomes attention in order to change the
0.098 paradigm from implementation of IT on perceived complexity
is related to the assumption that green IT is hard to be adopted
0.985 by IT department and company. It depends on the assessment
0.921 of loading factors that is highest impact on the creation of
0.874
0.955 perceived complexity (TABLE 2). Part of this finding or the
0.924 improvement of previous study, that perceived complexity
0.969 needs to be faced by educational industries because it will
block the development from IT company [3].
The 6th International Conference on Cyber and IT Service Management (CITSM 2018)
Inna Parapat Hotel – Medan, August 7-9, 2018
B. Mediation of Green IT
Green IT in this study becomes mediating variable
between perceived complexity with competitive advantage.
Based on the result of previous research model (Fig. 2) and
hypothesis test (TABLE 1), it is known that correlation value
from green IT on competitive advantage is bigger than direct
value of perceived complexity on competitive advantage, it is
in line with the previous mediating theory [27]. Those findings
mark that green IT can be a good mediating between
perceived complexity with competitive advantage.
Green IT is known to have obstacle on the implementation
if it is not supported by perceived complexity. In green IT
itself, there are some considerations which need to be noticed
such as storage consolidation and environment-friendly it
procurement policy (TABLE 2). Remember those of them are
very determined the creation of green IT in industries. Green
IT is actually closed related to storage media [28], because the
effective and efficient of storage media as one of IT support
efforts to environment. However, it is not enough. Particularly
for developing country like Indonesia, it needs the existence of
regulation support that encourages the implementation of
green IT [15]. Because of government as external factor from
industry that has important role in those operational industries.
Part of this study also explains that green IT has positive
correlation with competitive advantage (H3). It is in line
previous research, that competitive advantage is the general
purpose of company that can be found through the
implementation of green IT [2]. Educational industries need
surely implementing of green IT as one of competition
strategy between industries. Besides that as the effort of
efficiency and effectiveness of company operational, it also
encourages industries success. It is known that the impact
which will be experienced by company in implementing of
green IT such as inside on the improvement of quality,
capable, position, profitability, management and brand image
of company (TABLE 2).
III. CONCLUSION AND LIMITATIONS
This study reviews the correlation of perceived complexity
of Human Resources, the implementation of green IT and
gaining competitive advantage in educational industries. It is
known that perceived complexity is Human Resources of
industries’ view that can hide the development of green IT,
and it does not support gaining of competitive advantage. It
seems from correlation value which is not in line with green
IT and competitive advantage. It is the most important thing in
this study is known that green IT is the source of competitive
advantage achievement. Remember the ability becomes the
right mediation between perceived complexity with
competitive advantage.
In green IT, the main thing which needs to be noticed is
relating to storage media and the regulation of green IT. Both
of them can be the main supporter of the green IT creation in
an industry, included educational industries.
Every study has research limitation; it is the same with this
study. This study does not use data source from all of IT
elements like students or company’s leader. So it is suggested
can be reviewed from the term of interpretation qualitative for
Human Resource support in company to implementation of
green IT. Besides that, it is known that green IT seems to be
difficult developed by company without support from external
factors like government [29]. So the study of regulation from
government needs also becoming part of next research.
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