Analisis Faktor yang Mempengaruhi Ketertarikan Perusahaan dan Karyawan di Indonesia dalam Menggunakan Layanan Earned Wage Access

Nadira, Nadira (2022) Analisis Faktor yang Mempengaruhi Ketertarikan Perusahaan dan Karyawan di Indonesia dalam Menggunakan Layanan Earned Wage Access. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Layanan earned wage access (EWA) merupakan inovasi dalam bidang financial technology dimana layanan ini memungkinkan seorang karyawan untuk menarik gajinya lebih awal sebelum tanggal gajian. Layanan ini mulai memasuki pasar Indonesia pada tahun 2020 untuk dapat menyelesaikan permasalahan
finansial karyawan di Indonesia dan mencegah karyawan untuk terjerat layanan P2P lending ilegal. Namun, setelah 1 tahun penetrasi dari layanan ini berjalan, ternyata tidak membawa hasil sesuai harapan karena angka adoption rate yang
sangat tertinggal apabila dibandingkan dengan layanan P2P lending pada tahun pertama penetrasinya. Berdasarkan permasalahan tersebut, penelitian ini bertujuan untuk menginvestigasi faktor-faktor yang mempengaruhi ketertarikan 2 pemain penting dari adopsi layanan ini yaitu decision maker perusahaan dan karyawan dengan pendekatan Technology Acceptance Model dengan beberapa faktor yang dievaluasi yaitu perceived usefulness, perceived ease of use, perceived trust,
perceived risk, dan user innovativeness. Penelitian ini menggunakan data primer yang berasal dari survei yang dilakukan pada 50 decision maker di perusahaan dan
54 karyawan di Indonesia baik yang telah atau belum mendapatkan akses menggunakan layanan EWA. Hasil penelitian menunjukan bahwa faktor user innovativeness merupakan faktor yang paling berpengaruh baik untuk segmentasi decision maker perusahaan maupun karyawan. Kemudian faktor lainnya yang
berpengaruh secara langsung untuk decision maker perusahaan adalah faktor perceived usefulness dan perceived trust, sedangkan perceived ease of use dan perceived risk memiliki pengaruh namun secara tidak langsung. Sementara untuk
segmentasi karyawan, faktor-faktor yang berpengaruh adalah perceived usefulness dan perceived ease of use, sementara perceived trust dan perceived risk tidak berpengaruh. Berdasarkan hasil tersebut, tingkat penerimaan inovasi dari calon konsumen merupakan hal yang perlu diutamakan oleh manajemen pemasaran perusahaan penyedia layanan EWA dimana hal tersebut dapat diwujudkan dengan implementasi metode machine learning maupun metode survei.
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Earned wage access (EWA) service is an innovation in the field of financial technology which allows an employee to withdraw his salary earlier before the payday. This service began to enter the Indonesian market in 2020 to be able to
solve the financial problems of employees in Indonesia and prevent employees from being trapped by illegal P2P lending services. However, after 1 year of penetration of this service, it did not bring results as expected because the adoption rate was very slow when compared to P2P lending services in the first year of penetration. Based on these problems, this study aims to investigate the factors that
influence the interest of 2 important stakeholders in the adoption of this service: the decision makers of companies and employees with the Technology Acceptance Model approach with several factors being evaluated: perceived usefulness,
perceived ease of use, perceived trust, perceived risk, and user innovativeness. This study uses primary data derived from a survey conducted on 50 decision makers in
companies and 54 employees in Indonesia who have or have not had access to using EWA services. The results showed that the user innovativeness factor was the most influential factor for both company decision maker and employee’s segmentation.
Moreover, other factors that directly influence the company’s decision makers are perceived usefulness and perceived trust, while perceived ease of use and perceived risk have an indirect effect. Meanwhile for employee’s segmentation, other
influencing factors are perceived usefulness and perceived ease of use, while perceived trust and perceived risk have no effect. The results of this study indicate that the level of acceptance of innovation from prospective consumers is something that needs to be prioritized by the marketing management of EWA service providers where this can be realized by implementing machine learning methods and survey
methods

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Financial Technology, Earned Wage Access, Technology Acceptance Model
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HD Industries. Land use. Labor > HD45 Technological innovations
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Nadira .
Date Deposited:	07 Jul 2022 03:29
Last Modified:	01 Nov 2022 03:33
URI:	http://repository.its.ac.id/id/eprint/94962

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