PENGARUH PERCEIVED EASE OF USE DAN PERCEIVED USEFULNESS TERHADAP BEHAVIORAL INTENTION TO USE PAYLATER SURVEY PADA FOLLOWERS INSTAGRAM OVO INDONESIA
Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari perceived ease of use dan perceived usefulness terhadap behavioral intention to use fitur Ovopaylater. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 1.042.016 dengan sampel berjumlah 200 responden yang merupakan followers instagram ovo_id dengan mengunakan teknik simple random sampling. Data diolah secara statistik dengan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa perceived ease of use dan perceived usefulness memiliki pengaruh positif dan signifikan terhadap behavioral intention to use, hal tersebut ditunjukan dengan besaran nilai critical ratio yang lebih besar dari nilai minimal artinya terdapat pengaruh positif dan signifikan antara variabel perceived ease of use dan perceived usefulness terhadap behavioral intention to use secara simultan. Pernyataan tersebut dapat diasumsikan semakin baik perusahaan memperhatikan perceived ease of use dan perceived usefulness akan semakin baik juga behavioral intention to use yang muncul pada konsumen untuk perusahaan tersebut. Hasil kontribusi yang diberikan variabel perceived ease of use paling tinggi dalam membentuk behavioral intention to use adalah clear and understandable dan dimensi perceived ease of use paling rendah dalam membentuk behavioral intention to use adalah flexible. Dimensi perceived usefulness yang memiliki kontribusi paling tinggi dalam membentuk behavioral intention to use adalah effectiveness serta yang paling rendah membentuk behavioral intention to use adalah value.
Keywords
References
Amron, A. (2018). The influence of brand image, brand trust, product quality, and price on the consumer’s buying decision of MPV cars. European Scientific Journal, ESJ, 14(13), 228.
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight, 2(2), 5–10.
Arch, G., Lisa, L., Timothy, R., Care, H., & Global, A. B. I. I. (1990). Linking service quality , customer satisfaction , and behavioral intention Linking Service Quality , Customer Satisfaction , And Behavio. January 1990.
Beedie, C. J., Terry, P. C., & Lane, A. M. (2005). Distinctions between emotion and mood. Cognition and Emotion, 19(6), 847–878. https://doi.org/10.1080/02699930541000057
Chang, L.-Y., Lee, Y.-J., & Huang, C.-L. (2010). The influence of e-word-of-mouth on the consumer’s purchase decision: A case of body care products. Journal of Global Business Management, 6(2), 1.
Cheng, B. L., & Yee, S. W. (2014). Factors influencing consumers’ online purchase intention: A study among university students in Malaysia. International Journal of Liberal Arts and Social Science, 2(8), 121–133.
CNBC Indonesia. (2021). CNBC Indonesia. https://www.cnbcindonesia.com/tech/20180110145800-37-1126/ini-dia-empat-jenis-fintech-di-indonesia
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the Effects of Quality , Value , and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. 76(2), 193–218.
Dailysocial.co.id. (2019). Dailysocial.co.id. https://databoks.katadata.co.id/datapublish/2019/11/28/fitur-paylater-ovo-paling-banyak-digunakan-sepanjang-2019
Dailysocial.co.id. (2020). Dailysocial.co.id. https://databoks.katadata.co.id/datapublish/2020/12/23/masyarakat-paling-banyak-gunakan-fitur-paylater-di-shopee
Dailysocial.co.id. (2021). Dailysocial.co.id. https://databoks.katadata.co.id/datapublish/2022/01/12/shopee-paylater-layanan-paylater-paling-banyak-digunakan-pada-2021
Dey, D. K., & Srivastava, A. (2017). Impulse buying intentions of young consumers from a hedonic shopping perspective. Journal of Indian Business Research.
Experimental, O. F. (1969). The Prediction of Behavioral Situation Intentions in a Choice. 1967.
Fatima, J. K., Ghandforoush, P., Khan, M., & Masico, R. Di. (2017). Role of innovativeness and self-efficacy in tourism m-learning. Tourism Review, 72(3), 344–355.
Felix Amoah Laetitia Radder Marle van Eyk. (2016). Perceived experience value , satisfaction and behavioural intentions : A guesthouse experience.
Fitria, L., & Winata, A. (2020). The Effect of Electronic Coupon Value to Perceived Usefulness and Perceived Ease-of-Use and its Implication to Behavioral Intention to Use Server-Based Electronic Money. International Journal of Innovative Science and Research Technology, 5(1), 147–158.
Google Trends. (2019). Google Trends. https://trends.google.co.id/trends/explore?date=2019-01-01 2019-12-31&geo=ID&q=ovo paylater,Shopee paylater,Gopaylater,kredivo,traveloka paylater
Google Trends. (2020). Google Trends. https://trends.google.co.id/trends/explore?date=2020-01-01 2020-12-31&geo=ID&q=ovo paylater,Shopee paylater,Gopaylater,kredivo,traveloka paylater
Google Trends. (2021). Google Trends. https://trends.google.co.id/trends/explore?date=2021-01-01 2021-12-31&geo=ID&q=ovo paylater,Shopee paylater,Gopaylater,kredivo,traveloka paylater
Google Trends. (2022). Google Trends. https://trends.google.co.id/trends/explore?date=2022-01-01 2022-12-31&geo=ID&q=ovo paylater,Shopee paylater,Gopaylater,kredivo,traveloka paylater
Gronroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36–44. https://doi.org/10.1108/EUM0000000004784
Han, H., & Yoon, H. J. (2015). Hotel customers’ environmentally responsible behavioral intention: Impact of key constructs on decision in green consumerism. International Journal of Hospitality Management, 45, 22–33. https://doi.org/10.1016/j.ijhm.2014.11.004
Hana, A. (2021). Perilaku Konsumen Ini Tidak Berubah Pasca Pandemi. Majalah SWA. https://r.search.yahoo.com/_ylt=Awr1Sgcgs3BjWDk72jrLQwx.;_ylu=Y29sbwNzZzMEcG9zAzEEdnRpZAMEc2VjA3Ny/RV=2/RE=1668359072/RO=10/RU=https%3A%2F%2Fswa.co.id%2Fswa%2Ftrends%2F8-perilaku-konsumen-ini-tidak-berubah-pasca-pandemi/RK=2/RS=nZoJkJToqsE9OtBrFXaPOBRUWLE
Hanafi, H., & Susilo, H. (2013). Pengaruh Persepsi Kemanfaatan Dan Persepsi Kemudahan Website Ub Terhadap Sikap Pengguna Dengan Pendekatan TAM. Jurnal Fakultas Ilmu Administrasi.
Hanaysha, J. R., Al Shaikh, M. E., & Alzoubi, H. M. (2021). Importance of marketing mix elements in determining consumer purchase decision in the retail market. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 12(6), 56–72.
Hartono, H. (Universitas B. N., Hutomo, K. (Universitas B. N., & Mayangsari, M. (Universitas N. (2014). PENGARUH STRATEGI PEMASARAN TERHADAP PENINGKATAN PENJUALAN PADA PERUSAHAAN ” DENGAN MENETAPKAN ALUMNI DAN MAHASISWA UNIVERSITAS BINA NUSANTARA SEBAGAI OBJEK PENELITIAN Hendry Hartono ; Karyana Hutomo ; Marshelia Mayangsari. Binus Business Review, 3(2), 882–897.
Hermawan, A. (2006). Penelitian Bisnis: Paradigma Kuantitatif. Grasindo.
Hidayat, A., Wijaya, T., Ishak, A., & Endi Catyanadika, P. (2021). Consumer trust as the antecedent of online consumer purchase decision. Information, 12(4), 145.
Huang, Z., & Benyoucef, M. (2017). The effects of social commerce design on consumer purchase decision-making: An empirical study. Electronic Commerce Research and Applications, 25, 40–58.
Hung, Y., Yang, H., Hsiao, C., & Yang, Y. (2001). A Study of Behavioral Intention for Mobile Commerce Using Technology Acceptance Model. 732–736.
Hustic, I., & Gregurec, I. (2015). The influence of price on customer’s purchase decision. Central European Conference on Information and Intelligent Systems, 27.
Ingavale, D. (2013). An impact of advertisements on purchase decision of youth with reference to consumer goods. Advances in Management, 3(1), 18–22.
Instagram ovo_id. (2022). No Title. https://www.instagram.com/ovo_id/?hl=id
Isfahami, M. M., Hurriyati, R., & Dirgantari, P. D. (2021). Pengaruh Brand Trust dan Celebrity Endorse terhadap Keputusan Pembelian Konsumen. Jurnal Bisnis Dan Kewirausahaan, 17(2), 177–186.
Jogiyanto, H. M. (2007). Sistem informasi keperilakuan. Yogyakarta: Andi Offset.
Katadata. (2020). Katadata.
Katadata. (2021). Katadata.
Katadata. (2022). Katadata. https://databoks.katadata.co.id/datapublish/2022/06/03/kic-e-wallet-paling-sering-digunakan-untuk-transaksi-e-commerce
Lestari, S., Handayani, N. U., & Mahacandra, M. (2021). the Influence of Using Shopeepay and Shopee Paylater Features on Shopee User Purchasing Decisions During the Covid- 19. J@ti Undip: Jurnal Teknik Industri, 16(4), 242–248. https://doi.org/10.14710/jati.16.4.242-248
Liang, Y. H. (2012). Effects of personality on satisfaction and repurchase intention of online games. 2012 IEEE International Conference on Management of Innovation & Technology (ICMIT), 348–352.
Liu, C., Marchewka, J. T., Lu, J., & Yu, C. S. (2005). Beyond concern-a privacy-trust-behavioral intention model of electronic commerce. Information and Management, 42(2), 289–304. https://doi.org/10.1016/j.im.2004.01.003
Mahalaxmi, K. R., & Ranjith, P. (2016). A study on impact of digital marketing in customer purchase decision in Trichy. International Journal for Innovative Research in Science & Technology, 2(10), 332–338.
Malhotra, N. K. (2015). ssentials of arketing Research (Global Edi). Pearson Education Limited.
Megaswara, A., Hurriyati, R., & Dirgantari, P. D. (2020). Pengaruh E-Logistics terhadap Kepuasan Pelanggan Marketplace Lazada. JRB-Jurnal Riset Bisnis, 3(2), 106–111.
Monica, U., Ogbanje, C. E., & Ayopo, O. O. (2018). Analysis of the Marketing Margin of Soyabeans in Benue State, Nigeria. International Journal of Environment, Agriculture and Biotechnology, 3(3), 944–950. https://doi.org/10.22161/ijeab/3.3.29
Nadiya, F. H., & Wahyuningsih, S. (2020). Pengaruh Kualitas Produk, Harga dan Citra Merek Terhadap Keputusan Pembelian Fashion 3second Di Marketplace (Studi Pada Mahasiswa Pengguna Fashion 3second Di Kota Semarang). Prosiding Seminar Nasional Unimus, 3.
Nuseir, M. T., Aljumah, A. I., Urabi, S., Alshurideh, M., & Al Kurdi, B. (2023). The Impacts of Social Media on Managing Customer Relationships with Brands in the UK. In The Effect of Information Technology on Business and Marketing Intelligence Systems (pp. 65–88). Springer.
Ovo_id. (2022). No Title.
Park, Jooyoung, Kim, J., Lee, D. C., Kim, S. S., Voyer, B. G., Kim, C., Sung, B., Gonzalez‐Jimenez, H., Fastoso, F., & Choi, Y. K. (2022). The impact of COVID‐19 on consumer evaluation of authentic advertising messages. Psychology & Marketing, 39(1), 76–89.
Park, Jungkun, Amendah, E., Lee, Y., & Hyun, H. (2018). M-payment service : Interplay of perceived risk , benefit , and trust in service adoption. June, 1–13. https://doi.org/10.1002/hfm.20750
Pires, P. B., Santos, J. D., Brito, P. Q. de, & Marques, D. N. (2022). Connecting Digital Channels to Consumers’ Purchase Decision-Making Process in Online Stores. Sustainability, 14(21), 14392.
Puschmann, T. (2017). Fintech. Business and Information Systems Engineering, 59(1), 69–76. https://doi.org/10.1007/s12599-017-0464-6
Putri, F. A., & Iriani, S. S. (2020). Pengaruh Kepercayaan dan Kemudahan terhadap Keputusan Pembelian Menggunakan Pinjaman Online Shopee PayLater. Jurnal Ilmu Manajemen, 8(3), 818. https://doi.org/10.26740/jim.v8n3.p818-828
Ramantoko, G., Putra, G., Ariyanti, M., & Sianturi, N. . (2016). Early Adoption Characteristic of Consumers’ Behavioral Intention to Use Home Digital Services in Indonesia. Isclo, 83–90. https://doi.org/10.2991/isclo-15.2016.17
Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38(May), 157–165. https://doi.org/10.1016/j.jretconser.2017.06.004
Sari, A. P. (2010). Hubungan Antara Budaya Organisasi dengan Komitmen Organisasi di PT. Bank BRI Syariah Malang Raya. Jurnal Management Dan Kewirausahaan, 40.
Satisfaction, C. (2010). Journal of Hospitality & Tourism Research. https://doi.org/10.1177/1096348009350624
Schiffman, L., O’Cass, A., Paladino, A., & Carlson, J. (2015). Consumer behaviour. Pearson Higher Education AU.
Sekaran, U. (2003). Research Methods for Business: A Skill-Building Approach (4th ed.). John Wiley & Sons, Inc. https://doi.org/10.13140/RG.2.1.1419.3126
Sekaran, U. (2014). Research Methods for Business. Salemba empat.
Sheth, J. N., Mittal, B., Newman, B. I., & Sheth, J. N. (2004). Customer behavior: A managerial perspective. Thomson/South-Western Mason, Ohio.
Solihin, D., Ahyani, A., & Setiawan, R. (2021). The Influence of Brand Image and Atmosphere Store on Purchase Decision for Samsung Brand Smartphone with Buying Intervention as Intervening Variables. International Journal of Social Science and Business, 5(2), 262–270.
Uliana, D. (2012). Pengaruh Inovasi Produk terhadap Purchase Intention ( Studi pada Starbuks Via). 141.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2016). Unified theory of acceptance and use of technology: A synthesis and the road ahead. Journal of the Association for Information Systems, 17(5), 328–376.
Wijaya, F. D. (2021). Analisis Emosi Dan Suasana Hati Akibat Ancaman Pandemi Covid-19 Pada Pengambilan Keputusan Manajer. Jurnal Manajemen Dan Profesional, 1(01), 23–34. https://doi.org/10.32815/jpro.v1i01.299
Xiong, W., Skalský, R., Porter, C. H., Balkovič, J., Jones, J. W., & Yang, D. (2016). Calibration‐induced uncertainty of the EPIC model to estimate climate change impact on global maize yield. Journal of Advances in Modeling Earth Systems, 8(3), 1358–1375.
Yogesh, F., & Yesha, M. (2014). Effect of social media on purchase decision. Pacific Business Review International, 6(11), 45–51.
Young, J., Choe, J., & Sam, S. (2018). International Journal of Hospitality Management E ff ects of tourists ’ local food consumption value on attitude , food destination image , and behavioral intention. International Journal of Hospitality Management, 71(May 2017), 1–10. https://doi.org/10.1016/j.ijhm.2017.11.007
DOI: https://doi.org/10.17509/strategic.v23i2.61281
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Universitas Pendidikan Indonesia
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Strategic: Jurnal Pendidikan Manajemen Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
View My Stats