Oetari, Rakhma (2020) Analisis Perilaku Konsumen dalam Berpindah Metode Pembayaran dari Produk Berbasis Kartu menjadi Digital (Studi Kasus: KRL Jabodetabek). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Untuk mendukung Gerakan Nasional Non Tunai (GNNT), pemerintah Indonesia menetapkan uang elektronik berbasis digital (e-wallet) dalam layanan Kereta Rel Listrik (KRL) Jabodetabek pada akhir tahun lalu. Instrumen tersebut merupakan suatu alternatif dari penggunaan uang elektronik berbasis kartu (e- money). Namun, e-wallet masih kurang diminati oleh pengguna layanan KRL. Sehingga, penelitian ini bertujuan untuk menganalisis dan memberikan rekomendasi terkait keinginan dan realisasi perilaku berpindah dari penggunaan e- money menjadi e-wallet yang dilakukan oleh para konsumen aktif dan konsumen potensial.
Model penelitian ini menggunakan Unified Theory of Acceptance and Use of Technology (UTAUT) dengan pelengkap berupa perceived risk dan deal proneness. Sebanyak 81 data konsumen potensial dan 167 data konsumen aktif diolah menggunakan Partial Least Square – Structural Equation Modelling. Hasil tersebut menunjukkan bahwa perceived risk dan performance expectancy berpengaruh secara signifikan terhadap keinginan berpindah penggunaan dari para konsumen potensial. Lalu, pada konsumen aktif, keinginan berpindah penggunaan terjadi karena pengaruh positif yang signifikan dari performance expectancy dan effort expectancy. Serta, switching behavior intention dan deal proneness memberikan pengaruh positif yang signifikan terhadap perilaku berpindah penggunaan pada konsumen aktif pada masa depan. Untuk meningkatkan konsumen potensial dan mempertahankan konsumen aktif, perbaikan dapat dilakukan berdasarkan urutan prioritas mulai dari faktor manfaat, kemudahan, risiko, hingga promosi secara finansial.
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In order to support the National Non-Cash Payment in Kereta Rel Listrik (KRL) Jabodetabek area, Indonesia Government established an electronic wallet (e- wallet) as one payment method besides electronic money (e-money). However, there is low usage of e-wallet compared to the amount of e-money usage. The purpose of this research is to analysis the switching behavior and intention from card-based-product payment to digital and to give recommendations to the stakeholder.
A research model that predicts switching behavior intention and switching behavior intention is developed based on Unified Theory of Acceptance and Use of Technology (UTAUT) with an additional latent variable named perceived risk and deal proneness. Partial Least Square – Structural Equation Modelling is used to analysis data of 81 potential users and 167 data of users. This study revealed that perceived risk and performance expectancy as a factor that significantly influences potential user’s switching behavior intention. Moreover, performance expectancy and effort expectancy are positively and significantly influence user’s switching behavior intention. User’s switching behavior is being influenced positively and significantly by switching behavior intention and deal proneness. This study suggests the stakeholder need to make improvements related to usefulness, ease of use, risk and deal proneness of e-wallet.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | uang elektronik, kereta rel listrik (KRL) Jabodetabek, keinginan berpindah penggunaan (switching intention behavior), perilaku berpindah penggunaan (switching behavior), Unified Theory of Acceptance and Use of Technology (UTAUT), Partial Least Square – Structural Equation Modeling (PLS-SEM) |
| Subjects: | H Social Sciences > HE Transportation and Communications > HE1976 Tickets T Technology > T Technology (General) > T58.5 Information technology. IT--Auditing |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | Rakhma Oetari |
| Date Deposited: | 19 Aug 2020 04:31 |
| Last Modified: | 21 Jun 2023 14:20 |
| URI: | http://repository.its.ac.id/id/eprint/79218 |
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