Habibullah, Bayu Liano Leader (2025) Pengembangan Model Customer Engagement Untuk Rekomendasi Peningkatan Niat Penggunaan Berkelanjutan Pada Mobile Stock Trading App Dengan Structural Equation Modelling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan teknologi digital dan penetrasi internet yang pesat telah mengubah pola investasi masyarakat Indonesia, yang ditandai dengan meningkatnya jumlah investor saham dari 1,69 juta pada 2020 menjadi 5,34 juta pada Januari 2024. Namun, terjadi penurunan drastis persentase investor aktif dari 48,55% (2021) menjadi 21,01% (2024), yang bertentangan dengan target Strategi Nasional Keuangan Inklusif (SNKI) untuk mencapai partisipasi 90% warga dalam keuangan formal pada 2024. Kondisi ini mengindikasikan perlunya eksplorasi faktor-faktor yang memengaruhi keberlanjutan penggunaan Mobile Stock Trading Apps (MSTA). Penelitian ini bertujuan untuk mengidentifikasi dan mengukur pengaruh faktor-faktor seperti Social Presence (SP), Service Quality (SQ), Security (Sec), Data Analytics (DA), dan Perceived Ease of Use (PEU) terhadap Customer App Engagement (CAE), serta pengaruh CAE terhadap Continued Usage Intention (CUI). Selain itu, peran moderasi dari Fear of Uncertainty (Fear) dan Corporate Hypocrisy (CH) terhadap hubungan antara CAE dan CUI juga dianalisis. Data dikumpulkan melalui survei daring terhadap 365 pengguna aplikasi trading saham di Indonesia dan dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis kovarian melalui software IBM SPSS AMOS. Hasil penelitian menunjukkan bahwa sebagian besar konstruk eksogen berpengaruh signifikan terhadap CAE, dan CAE berpengaruh kuat terhadap CUI. Meskipun beberapa variabel seperti DA dan Fear tidak signifikan, model ini memberikan pemahaman baru terkait keterlibatan dan loyalitas pengguna dalam aplikasi investasi saham. Implikasi praktis dari temuan ini memberikan panduan bagi pengembang dan pelaku industri fintech dalam merancang strategi untuk meningkatkan retensi pengguna melalui fitur yang lebih personal, aman, dan mudah digunakan. Penelitian ini berkontribusi pada upaya memperkuat inklusi keuangan nasional melalui optimalisasi pengalaman pengguna di aplikasi investasi saham.
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The rapid advancement of digital technology and internet penetration has significantly transformed investment behavior in Indonesia, evidenced by the increase in stock investors from 1.69 million in 2020 to 5.34 million by January 2024. However, the proportion of active investors has drastically declined from 48.55% in 2021 to 21.01% in 2024, contradicting the target of the National Financial Inclusion Strategy (SNKI), which aims for 90% citizen participation in formal financial services by 2024. This situation highlights the urgency of exploring factors that influence the continued usage of mobile stock trading apps (MSTA). This study aims to identify and measure the influence of factors such as Social Presence (SP), Service Quality (SQ), Security (Sec), Data Analytics (DA), and Perceived Ease of Use (PEU) on Customer App Engagement (CAE), as well as the impact of CAE on Continued Usage Intention (CUI). It also investigates the moderating roles of Fear of Uncertainty (Fear) and Corporate Hypocrisy (CH) in the relationship between CAE and CUI. Data were collected through an online survey of 365 users of stock trading applications in Indonesia and analyzed using Structural Equation Modeling (SEM) with a covariance-based approach via IBM SPSS AMOS. The findings indicate that most exogenous constructs significantly influence CAE, which in turn strongly affects CUI. While variables such as DA and Fear showed no significant effect, the proposed model offers new insights into user engagement and loyalty in the context of stock investment apps. The practical implications of this study provide guidance for application developers and fintech industry stakeholders to design strategies that enhance user retention through more personalized, secure, and user-friendly features. This research contributes to strengthening national financial inclusion efforts by optimizing user experiences in stock trading applications.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Customer App Engagement (CAE), Continued Usage Intention (CUI), Mobile Stock Trading App, Structural Equation Modeling, Financial Technology. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. H Social Sciences > HG Finance > HG4910 Investments |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Bayu Liano Leader Habibullah |
| Date Deposited: | 16 Jul 2025 01:22 |
| Last Modified: | 16 Jul 2025 01:22 |
| URI: | http://repository.its.ac.id/id/eprint/119828 |
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