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Kembali| NIM (Student Number) | C1B016092 |
|---|---|
| Nama Mahasiswa | IRSYAD ASLAM |
| Judul Artikel | USER ACCEPTANCE PADA PENGGUNA APLIKASI MOBILE PAYMENT OVO (Studi Kasus di Purwokerto, Jawa Tengah) |
| Abstrak | Penelitian ini merupakan penelitian asosiatif kuantitatif melalui metode survei pada pengguna mobile payment OVO yang bertempat tinggal di Purwokerto, Jawa Tengah. Penelitian ini berjudul “User Acceptance pada Pengguna Mobile Payment OVO (Studi Kasus di Purwokerto, Jawa Tengah). Penelitian ini bertujuan guna menganalisis penerimaan pengguna mobile payment OVO dengan cara menelusuri pengaruh performance expectancy, effort expectancy, facilitating conditions, habit, price value, dan hedonic motivation terhadap behavioral intention to use, yang dimoderasikan oleh variabel usia. Populasi dalam penelitian ini ialah seluruh individu yang menggunakan mobile payment OVO yang bertempat tinggal di Purwokerto, Jawa Tengah. Dari hasil survei yang dilakukan, peneliti menggunakan sampel sejumlah 133 responden melalui teknik pengambilan sampel yang menggunakan teknik purposive sampling. Mengacu pada hasil penelitian dan analisis data melalui analisis PLS-SEM, menunjukkan bahwa: (1) Performance expectancy tidak signifikan terhadap behavioral intention to use, (2) Effort expectancy berpengaruh signifikan dan positif terhadap behavioral intention to use, (3) Facilitating conditions tidak signifikan terhadap behavioral intention to use, (4) Habit berpengaruh signifikan dan positif terhadap behavioral intention to use, (5) Price value berpengaruh signifikan dan positif terhadap behavioral intention to use, (6) Hedonic motivation berpengaruh signifikan dan positif terhadap behavioral intention to use. Selain itu, dari hasil uji hipotesis moderasi dapat simpulkan bahwa variabel usia memoderasi serta memperkuat pengaruh positif effort expectancy, habit, dan hedonic motivation. Sedangkan, variabel usia tidak memoderasi serta tidak memperkuat pengaruh positif performance expectancy, facilitating conditions, dan price value. Berdasarkan penjelasan sebelumnya, perusahaan OVO sebaiknya lebih berfokus pada kinerja atau performa aplikasi, ketersediaan sumber daya yang dapat berupa bantuan layanan konsumen yang lebih baik, serta hendaknya lebih mendiferensiasi setiap layanan menurut kategori usia konsumen agar aplikasi tersebut dapat dipakai dan diterima oleh semua kalangan usia. |
| Abstrak (Inggris) | An associative and quantitative research study through survey method, on every individual who uses OVO mobile payment application on their respective phone that lived in Purwokerto, Jawa Tengah. The title of this research are “User Acceptance of OVO Mobile Payment Application Users (Case Study in Purwokerto, Jawa Tengah)”.The aim of this research was to analyze the user acceptance of OVO mobile payment application users in Purwokerto, Jawa Tengah, by examing the influence of performance expectancy, effort expectancy, facilitating conditions, habit, price value, hedonic motivation, against behavioral intention to use, which moderated by age. This research’s population are every men and women who lives in Purwokerto, Jawa Tengah, who uses OVO mobile payment. Based on prior survey, this research took a huge amount of participants, consists of 133 respondents, which gained by using the purposive sampling method. Refers to the research results and data analysis, using the PLS-SEM analysis, shown that: (1) performance expectancy is insignificant on behavioral intention to use, (2) effort expectancy has a positive effect on behavioral intention to use, (3) facilitating conditions is insignificant on behavioral intention to use, (4) habit has a positive effect on behavioral intention to use, (5) price value gives a positive effect on behavioral intention to use, (6) hedonic motivation gives a positive effect on behavioral intention to use. Furthermore, according to the moderating hypotheses results, it concluded that user’s age moderates and enhance the positive effect of effort expectancy, habit, and hedonic motivation, whereas performance expectancy, facilitating conditions, and price value are not moderated and enhanced by the user’s age. Based on prior explanation, OVO company should improve their application’s performance, provide a better support for the customer (e.g. customer support), and also differentiate their services and promos in order to gain potential customers from every age group in society. |
| Kata Kunci | Penerimaan Pengguna, Penerimaan Teknologi, UTAUT2, PLS-SEM, Mobile Payment, OVO |
| Nama Pembimbing 1 | Drs. Jaryono, MSIE |
| Nama Pembimbing 2 | Dra. Suci Indriati, M.Si |
| Tahun | 2020 |
| Jumlah Halaman | 22 |
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