Faktor-faktor Yang Mempengaruhi Adopsi Pelanggan Dan Niat Untuk Merekomendasikan Electronic Wallet Ovo

Abstract

Abstrak OVO merupakan layanan penyedia dompet berbasis elektronik untuk melakukan berbagai macam transaksi secara online yang dikembangkan oleh PT. Visionet Internasional. Sejak diluncurkan OVO mengklaim telah memiliki lima sampai sepuluh juta pengguna aktif. Hingga kini OVO masih menyatakan kinerja positif ditengah persaingan layanan keuangan berbasis digital. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang berpengaruh terhadap adopsi pelanggan dan niat untuk merekomendasikan electronic wallet OVO dengan menggunakan model Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) dengan karakteristik teori diffusion of innovation, perceived technology security dan intention to recommend. Berdasarkan penelitian ini didapatkan hasil bahwa Performance Expectancy, Facilitating Conditions, Price Value tidak memiliki pengaruh secara positif terhadap Behavioral Intention to Adopt. Effort Expectancy memiliki pengaruh secara postitif dan signifikan terhadap Performance Expectancy dan Behavioral Intention to Adopt. Social Influence tidak berpengaruh secara negatif terhadap Behavioral Intention to Adopt. Hedonic Motivation memiliki pengaruh secara positif dan signifikan terhadap Behavioral Intention to Adopt. Innovativeness memiliki pengaruh positif dan signifikan terhadap Compatibility dan effort expectancy. Namun, tidak memiliki pengaruh secara positif terhadap Performance Expectancy dan Behavioral Intention to Adopt, Compatibility berpengaruh secara positif terhadap Performance Expectancy, Effort Expectancy, dan Behavioral Intention to Adopt, Perceived Technology Security memiliki pengaruh positif dan signifikan terhadap Behavioral Intention to Adopt, Behavioral Intention to Adopt memiliki pengaruh positif dan signifikan terhadap Behavioral Intention to recommend. Kata Kunci: Diffusion of Innovation, Intention to Recommend, Perceived Technology Security, Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2).

Abstract OVO is an electronic wallet-based service provider for conducting various kinds of online transactions developed by PT. Visionet International. Since it was launched OVO has claimed to have five to ten million active users. Until now, OVO is still announcing a positive performance competition for digital-based financial services. This study discusses factors that oppose customer adoption and intention to support OVO electronic purses using the Theory of Unification Acceptance and Use of Technology 2 (UTAUT 2) model with diffusion theory of innovation, perception of technological security and intention to recommend. Based on this research, the results show that Performance Expectation, Facilitation Conditions, Price Values did not have a positive influence on Behavior Intention to Adopt. Expectancy Efforts have a positive influence on Performance Expectancy and Behavioral Intention to Adopt. Social Influences do not support Behavioral Intentions to Adopt. Hedonic Motivation has a positive and significant influence on Behavioral Intention to Adopt. Innovation has a positive and significant effect on the compatibility and expectations of efforts. However, it does not have a positive relationship to Performance Expectations and Behavior Intentions to Adopt, Compatibility is positively related to Performance Expectations, Business Expectations, and Behavior Intentions to Adopt, Perceived Security Technology provides a positive and significant influence on Behavior Behaviors to Adopt, Behavioral Intentions to Adopt has positive and significant influence on Behavior Intentions to recommend

Keyword: Diffusion of Innovation, Intention to Suggest, Perception of Technology Safety, Theory of Unity of Acceptance and Use of Technology 2 (UTAUT 2).