Pengaruh Nilai Pelanggan, Kepuasan dan Perspektif Loyalitas terhadap Perilaku Rekomendasi pada Aplikasi Mobile Payment: Studi Kasus Go-Pay dan OVO

Labib, Moch Afif Muhggni (2019) Pengaruh Nilai Pelanggan, Kepuasan dan Perspektif Loyalitas terhadap Perilaku Rekomendasi pada Aplikasi Mobile Payment: Studi Kasus Go-Pay dan OVO. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri financial technology di Indonesia saat ini telah berkembang dengan sangat pesat, terutama pada penggunaan mobile payment. Go-Pay dan OVO merupakan penyedia layanan mobile payment yang saat ini paling dikenal oleh masyarakat Indonesia, terlihat dari jumlah pengguna yang tinggi dan tingkat persaingan yang ketat. Penelitian ini bertujuan untuk mengetahui proses penciptaan nilai pelanggan dalam meningkatkan kepuasan, minat penggunaan secara berkelanjutan serta perilaku rekomendasi yang digunakan sebagai critical success factor pada layanan aplikasi mobile payment. Selain itu, penelitian ini juga bertujuan mengidentifikasi kondisi persaingan pada industri mobile payment yang terjadi di Indonesia, serta menganalisis kelebihan dan kekurangan dari masing – masing layanan Go-Pay dan OVO. Desain penelitian yang digunakan terdiri dari dua cara, pertama yaitu exploratory research untuk mengidentifikasi kondisi persaingan melalui analisis peta kompetitor dengan teknik pengumpulan data in-depth internet search. Hasil menunjukkan bahwa sebanyak 56 perusahaan dinyatakan sebagai direct competitor dan 35 perusahaan dinyatakan sebagai indirect competitor, sehingga dapat dikatakan industri mobile payment saat ini memiliki tingkat persaingan yang sangat tinggi. Metode penelitian yang kedua menggunakan konklusif deskriptif multiple cross-sectional dengan teknik pengumpulan data menggunakan penyebaran kuesioner secara online. Kuesioner online disebarkan kepada 408 sampel yang merupakan pengguna Go-Pay dan/atau OVO dan telah melakukan transaksi dalam kurun waktu satu bulan terakhir dengan rentang usia 17-45 tahun. Selanjutnya data dianalisis menggunakan perbandingan semantic differential dan Structural Equation Modelling (SEM). Hasil menunjukkan pada analisis perbandingan semantic differential dinyatakan bahwa Go-Pay dinilai lebih unggul dari OVO. Pada analisis SEM diketahui bahwa terdapat manfaat utilitarian yang memiliki pengaruh positif terhadap kepuasan, dan loyalitas. Kemudian teradapat manfaat hedonis yang dapat meningkatkan kepuasan, loyalitas dan minat rekomendasi. Sedangkan untuk nilai pengorbanan non-keuangan dinyatakan memiliki pengaruh negatif terhadap loyalitas dan minat rekomendasi. Hasil penelitian juga menunjukkan bahwa kepuasan, perspektif loyalitas dan minat rekomendasi saling berpengaruh positif. Sehingga setiap prediktor yang dianggap memengaruhi minat rekomendasi dalam penelitian ini memiliki pengaruh positif dan secara langsung dapat menciptakan perilaku rekomendasi pengguna mobile payment. Dari hasil penelitian ini dapat dirumuskan implikasi manajerial berupa peningkatan nilai manfaat dan pengurangan nilai pengorbanan yang dirasakan pengguna Go-Pay dan OVO agar dapat mendorong perilaku pasca adopsi bagi penggunanya. ================================================================================================ The current industry of financial technology in Indonesia has developed very rapidly, especially in the use of mobile payment. Go-Pay and OVO are mobile payment service providers that are currently best known by the Indonesian people. Both services are known to have a high number of users and a level of intense competition. Therefore, this research is important because it can create customer value to improve satisfaction behaviour and loyalty perspective towards an intention to recommendation behaviour that is used as critical success factors on mobile payment services. In addition, the research also aims to identify competitive conditions in the mobile payment industry that currently occur in Indonesia and analyzes the strengths and weaknesses of each Go-Pay and OVO company. The research design is divided into two stages, first was exploratory research to identify competition trough competitor map analysis with the technique of data collecting is in-depth internet search. From the results, it was found that 56 companies were declared direct competitors and 35 companies were declared as indirect competitors, so the mobile payment industry has a very high level of competition. And then, the second research design was conclusive descriptive multiple cross-sectional, with used online questionnaires to collect the data. Online questionnaires were distributed to 408 samples of Go-Pay and/or OVO users in the last month with a range of age between 17 to 45 years. Furthermore, the data were analyzed using semantic differential comparison and Structural Equation Modeling (SEM). The result shows that in a semantic differential comparison analysis, it is known that Go-Pay is declared to be superior to OVO. Whereas in the SEM analysis it is known that utilitarian benefits have a positive influence on satisfaction and a loyalty perspective. For hedonic benefits, it is stated that it has a positive influence on satisfaction, loyalty perspective and interest recommendations. Whereas for non-financial sacrifice, it is stated that it has a negative influence on loyalty and interest in recommendations. The results of the study also show that satisfaction, loyalty perspective and intention to recommendation influence each other positively. So that each predictor who is considered affecting intention to a recommendation, has a positive influence in creating user recommendation behaviour. From the results of this study, managerial implications can be formulated in the form of increasing the value of benefits and evaluating the value of sacrifices received by Go-Pay and OVO users in order to improve user post-adoption behaviour.

Item Type: Thesis (Undergraduate)
Additional Information: RSMB 658.834 3 Lab p-1 2019
Uncontrolled Keywords: Mobile Payment, Go-Pay, OVO, Persaingan, Perilaku Pasca Adopsi
Subjects: H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
T Technology > T Technology (General) > T58.5 Information technology. IT--Auditing
T Technology > T Technology (General) > T58.6 Management information systems
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Labib Moch. Afif Muhggni
Date Deposited: 08 Nov 2021 03:19
Last Modified: 08 Nov 2021 03:19
URI: https://repository.its.ac.id/id/eprint/61384

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