Faktor-faktor Yang Mempengaruhi Customer Intention Untuk Menggunakan Layanan Mobile Payment Dana

Lidya Rahmayani, Indira Rachmawati, Sumrahadi Sumrahadi

Abstract

Abstract This study aims to discuss consumer policies regarding the implementation of mobile payments and understand the factors that influence these relationships. In achieving these objectives, the research method used is quantitative. The factors analyzed in this study are based on the TAM model, namely perceived security, perceived compatibility, perceived usefulness, perceived ease of use, subjective norms as independent variables, attitudes as intervening variables, and customer intentions as dependent variables. The data source comes from 400 internet users who already know DANA, have not used DANA throughout Indonesia. The sampling technique used was purposive sampling. The study uses Structural Equation Modeling (SEM) analysis model that is processed with SmartPLS 3.0. Perceived safety factors, perceived compatibility, perceived benefits, perceived ease of use associated with and positive attitude toward using DANA mobile payments. Whereas subjective norms do not have a positive and significant relationship to attitudes using cellular DANA payments. Then the attitude towards having a significant and positive relationship to customer intentions using DANA mobile payments. Keywords— TAM; mobile payment; attitude; intention

Abstrak Penelitian ini bertujuan untuk melakukan penyelidikan perilaku konsumen terhadap implementasi mobile payment serta mengetahui faktor-faktor yang mempengaruhi perilaku tersebut. Dalam mencapai tujuan tersebut, metode penelitian yang digunakan adalah kuantitatif. Faktor yang dianalisis dalam penelitian ini berdasarkan model TAM, yaitu perceived security, perceived compatibility, perceived usefulness, perceived ease of use, subjectives norm sebagai variabel independen, attitude sebagai variabel intervening, dan customer intention sebagai variabel dependen. Sumber data berasal dari 400 pengguna internet yang sudah mengetahui DANA, namun belum menggunakan DANA di seluruh Indonesia. Teknik sampling yang digunakan adalah purposive sampling. Penelitian menggunakan model analisis Structural Equation Modeling (SEM) yang di proses dengan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa faktor perceived security, perceived compatibility, perceived usefulness, perceived ease of use memiliki hubungan yang positif dan signifikan terhadap attitude menggunakan mobile payment DANA. Sedangkan subjectives norm tidak memiliki hubungan positif dan signifikan terhadap attitude menggunakan mobile payment DANA. Kemudian attitude toward memiliki hubungan yang signifikan dan positif terhadap customer intention penggunaan mobile payment DANA.

Kata kunci— TAM; mobile payment; attitude; intention

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