[ABSTRAK
Penelitian ini membahas mengenai seberapa jauh konsumen pengguna kendaraan bermotor mampu merespon pemberlakuan Self-Service Technologies dalam proses pengisian BBM pada SPBU yang ditawarkan oleh PT Pertamina (Persero). Dengan adanya SPBU Self-Service tersebut, konsumen tidak lagi dilayani oleh petugas SPBU dalam mengisi BBM kendaraan bermotornya, melainkan dilakukan secara mandiri oleh konsumen. Meskipun layanan SPBU Self-Service menjanjikan profitabilitas yang tinggi karena adanya penghematan biaya tenaga kerja, namun beresiko menyebabkan terjadinya kegagalan layanan ketika konsumen tidak mau mencoba layanan Self-Service tersebut. Melihat resiko tersebut, melalui penelitian ini Penulis melakukan analisis dan pengujian bahwa adanya kesiapan konsumen (?consumer readiness?) akan mampu mempengaruhi keputusan calon konsumen untuk mencoba layanan SPBU Self-Service. Kesiapan konsumen tersebut meliputi adanya kejelasan peran konsumen (?Role Clarity?), kemampuan konsumen (?Ability?), dan juga motivasi konsumen (?Motivation?).

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ABSTRACT
This research is to explore on how extensive vehicles users can respond to the implementation of Self-Service Technologies in the purchase of fuels at Gas Stations provided by PT Pertamina (Persero). With these Self-Service Gas Stations, consumers are no longer serviced by Gas Stations staffs in filling their vehicles‟ fuels, instead they have to do it by themselves. Eventhough Self-Service Technologies offers high profitability due to the labour cost savings, but it actually could cause service failures when the consumers is not willing to try the Self-Service Technology. Considering such risk, through this research The Writer conducts analysis and verifies that with the involvement of consumer readiness will influence potential consumers‟ decision to try the Self-Service Gas Stations. The consumer readiness comprises of Role Clarity, Ability, and also Motivation of the consumers.;This research is to explore on how extensive vehicles users can respond to the implementation of Self-Service Technologies in the purchase of fuels at Gas Stations provided by PT Pertamina (Persero). With these Self-Service Gas Stations, consumers are no longer serviced by Gas Stations staffs in filling their vehicles‟ fuels, instead they have to do it by themselves. Eventhough Self-Service Technologies offers high profitability due to the labour cost savings, but it actually could cause service failures when the consumers is not willing to try the Self-Service Technology. Considering such risk, through this research The Writer conducts analysis and verifies that with the involvement of consumer readiness will influence potential consumers‟ decision to try the Self-Service Gas Stations. The consumer readiness comprises of Role Clarity, Ability, and also Motivation of the consumers., This research is to explore on how extensive vehicles users can respond to the implementation of Self-Service Technologies in the purchase of fuels at Gas Stations provided by PT Pertamina (Persero). With these Self-Service Gas Stations, consumers are no longer serviced by Gas Stations staffs in filling their vehicles‟ fuels, instead they have to do it by themselves. Eventhough Self-Service Technologies offers high profitability due to the labour cost savings, but it actually could cause service failures when the consumers is not willing to try the Self-Service Technology. Considering such risk, through this research The Writer conducts analysis and verifies that with the involvement of consumer readiness will influence potential consumers‟ decision to try the Self-Service Gas Stations. The consumer readiness comprises of Role Clarity, Ability, and also Motivation of the consumers.]