Pengaruh Hubungan Information Richness, Retailer Brand, Extended Offers Pada Niat Beli Konsumen Menggunakan T-Cash

Putri, Alit Trihernindya Koesetyo (2017) Pengaruh Hubungan Information Richness, Retailer Brand, Extended Offers Pada Niat Beli Konsumen Menggunakan T-Cash. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pada era yang menuntut serba cepat dan instan, pembayaran elektronik memberikan kemudahan dan kecepatan dalam bertransaksi. Dari berbagai macam jenis pembayaran elektronik, Telkomsel T-Cash muncul sebagai jenis pembayaran elektronik berupa uang elektronik untuk menyimpan uang dan bertransaksi saat membeli produk di merchant atau peritel. Konsumen hanya perlu memiliki stiker T-Cash yang diletakkan di smartphone kemudian menempalkannya (tap) ke mesin NFC yang tersedia di merchant. Meski demikian, jumlah pengguna T-Cash masih belum mencapai target, sehingga Telkomsel perlu memperhatikan faktor-faktor yang mempengaruhi niat beli konsumen menggunakan T-Cash. Melalui penyebaran kuesioner ditujukan kepada pengguna T-Cash, penelitian ini bertujuan untuk meneliti pengaruh faktor information richness, retailer brand, extended offers, serta pengaruh hubungan ketiganya pada niat beli konsumen menggunakan T-Cash. Hierarchical moderator regression analysis, simple slope analysis dan structural equation modelling digunakan sebagai metode penelitian dengan confirmatory factor analysis untuk melakukan studi konfirmasi terhadap penelitian terdahulu. Penelitian ini menunjukkan bahwa ketiga faktor berpengaruh positif terhadap niat beli konsumen mengunakan T-Cash, information richness berhubungan komplemen dengan extended offers, extended offers menjadi substitusi retailer brand, serta information richness dengan retailer brand berhubungan substitusi dalam meningkatkan niat beli konsumen menggunakan T-Cash. Disarankan untuk penelitian selanjutnya dapat menyelidiki pengaruh faktor lainnya serta diaplikasikan pada jenis layanan yang lebih bervariasi. ========================================================================== In the era of speed-demanding, electronic payment offers the ease and speed of transactions. Telkomsel T-Cash emerged as a new type of electronic payment in the form of electronic money. Consumers need to have T-Cash sticker that placed on the smartphone and tap it to the NFC machine. However, the number of T-Cash users has still not reached the target, so that Telkomsel need to pay attention to the factors that influence consumer purchase intention using this electronic payment service. Through questionnaires, this study aims to investigate the effect of information richness, retailer brand, extended offers, as well as the relationship effect on consumer purchase intention using T-Cash. Hierarchical moderator regression analysis, simple slope analysis and structural equation modelling is used as research methodologies and also using confirmatory factor analysis to confirm the previous study. This study revealed that information richness, retailer brand, extended offers are positively related to consumer purchase intention. Information richness complements extended offers, while information richness and extended offers substitutes retailer brand for increase in purchase intention. It is suggested for further research to investigate the influence of other factors as well as in the types of products or services that are more varied.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: extended offers, information richness, niat beli konsumen, retailer brand, uang elektronik
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD30.213 Management information systems
T Technology > TX Home economics
Divisions: Faculty of Industrial Technology > Business Management > (S1) Undergraduate Theses
Depositing User: ALIT TRIHERNINDYA KOESETYO PUTRI
Date Deposited: 03 Mar 2017 02:39
Last Modified: 18 Dec 2017 07:54
URI: http://repository.its.ac.id/id/eprint/1780

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