Dalimunte, M. Irfandy (2020) Membandingkan Penggunaan Digital Wallet Melalui Transaksi Online Dan In-Store Pada Generasi Z : Pendekatan Unified Theory Of Acceptance And Use Of Technology (UTAUT2). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penelitian ini mengeksplorasi perspektif Generasi Z dari penggunaan digital wallet dan dua penggunaannya yang berbeda melalui tranasaksi online dan in-store. Generasi Z adalah generasi masa depan dan memiliki interaksi paling banyak dengan teknologi. Penelitian ini akan membandingkan berbagai faktor yang mempengaruhi digital wallet untuk transaksi online dan transaksi in-store, membandingkan dua cara untuk mendapatkan wawasan pemasaran khususnya bagi perusahaan digital wallet. Kemudian peneliti mengadopsi model Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) karena keandalannya dalam mengeksplorasi faktor-faktor yang terkait dengan penggunaan teknologi. Structural Equation Modeling (SEM) yang diprediksi mampu untuk menguji variabel UTAUT 2. Seratus enam puluh lima (165) responden dari Generasi Z dilibatkan dalam penelitian ini. Empat belas hipotesis diuji, dan 8 di antaranya diterima. Dari delapan hipotesis tersebut khususnya transaksi online variabel Performance Expectancy, Social Influence, Habits dan Price value merupakan faktor penentu yang menunjukkan behavior intention dari Generasi Z. Sedangkan untuk transaksi in-store variabel Performance expectancy, Hedonic Motivation, Habits, dan Price Value menjadi perhatian lebih bagi perusahaan digital wallet. Sehingga penelitian ini menunjukkan hasil bahwa generasi Z sangat sensitif terhadap inovasi yang ditawarkan oleh platform digital wallet serta sensitivitas harga menjadi pengaruh besar dalam memilih penggunaan digital wallet.
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The present research explores Generation Z perspective of digital wallet and its two different usages’: for online transaction and in-store transaction. Generation Z is the future generation of our society and has the most interaction with technology; it is indeed essential to understand their perception of today’s most prominence financial technology. This study will compare the different factors affecting both digital wallets for online transaction and in-store transaction, comparing the two means to gain marketing insight for digital wallet companies. We employ the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) to conduct our research for its reliability in exploring factors related to technology use. Structural Equation Modeling is utilised to tests the UTAUT2 variables. One hundred sixty-five respondents from Generation Z are involved in this research. Fourteen hypotheses were tested, and 8 of them were accepted. From the eight hypotheses, especially the online transactions of Performance Expectancy, Social Influence, Habits and Price value variables are determinants that indicate the behavior intention of Generation Z. Whereas in-store transactions Performance expectancy, Hedonic Motivation, Habits, and Price Value variables are of more concern for digital wallet companies. So this research shows the result that generation Z is very sensitive to the innovations offered by the digital wallet platform and price sensitivity is a major influence in choosing the use of digital wallet.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | 3100020085037 RSMB 658.834 2 Dal m-1 |
| Uncontrolled Keywords: | Generasi Z, Transaksi online, Transaksi in-store, UTAUT 2, Behavior Intention |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce T Technology > T Technology (General) |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | M. Irfandy Dalimunte |
| Date Deposited: | 11 Jan 2023 08:15 |
| Last Modified: | 11 Jan 2023 08:15 |
| URI: | http://repository.its.ac.id/id/eprint/73277 |
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