Pengaruh Persepsi Manfaat, Persepsi Kegunaan, Dan Persepsi Resiko Terhadap Niat Berperilaku Konsumen Dalam Menggunakan Fitur Ovo-cash Di Bandun

Abstract

Abstrak Perkembangan teknologi saat ini mempengaruhi sistem pembayaran pada masyarakat yaitu dengan alat pembayaran tunai ke non tunai. Sistem pembayaran adalah sistem yang mencakup seperangkat aturan, lembaga dan mekanisme yang dipakai untuk melaksanakan pemindahan dana guna memenuhi suatu kewajiban yang timbul dari suatu kegiatan ekonomi. Evolusi alat pembayaran terus berkembang dari alat pembayaran tunai (cash based) ke alat pembayaran non tunai (non-cash) seperti alat pembayaran berbasis kertas misalnya cek dan bilyet giro. Selain itu dikenal juga alat pembayaran paperless seperti transfer dana elektronik dan alat pembayaran memakai kartu (card based) (ATM, Kartu Kredit, Kartu Debit dan Kartu Prabayar). Salah satu perusahaan yang mengeluarkan produk berbasis alat pembayaran secara digital adalah LippoX dengan fitur aplikasinya yaitu OVO-Cash. Ada banyak faktor yang mempengaruhi konsumen dalam berperilaku, khususnya dalam bertransaksi online, beberapa diantaranya adalah perceived usefulness, perceived ease of use, dan perceived risk. Dengan demikian, penelitian ini dilakukan dengan tujuan untuk menguji apakah perceived usefulness, perceived ease of use, dan perceived risk, berperngaruh terhadap behavioral intention pada Fitur OVO-Cash. Metode pengumpulan data mengenai objek penelitian didapat melalui kuesioner yang disebar kepada 385 responden kepada konsumen yang memakai Fitur OVO-Cash, dengan menggunakan teknik simple random sampling. Untuk kemudian data dianalisis dengan metode regresi linear berganda. Berdasarkan hasil dari analisis deskriptif, variabel perceived usefulness, perceived ease of use, dan behavioral intention memiliki nilai baik dan perceived risk nilai yang cukup baik. Sementara, hasil dari pengujian analisis verifikatif, di dapat bahwa perceived usefulness berpengaruh positif dan signifikan terhadap behavioral intention, perceived ease of use berpengaruh positif terhadap behavioral intention, serta perceived risk berpengaruh positif namun tidak signifikan terhadap terhadap behavioral intention dalam menggunakan Fitur OVO-Cash.

Kata Kunci: Perceived Usefulness, Perceived Ease Of Use, Perceived Risk, Behavioral Intention

Abstract Internet is the one of varios technological advances, that can be considered as the most revolusionary. Internet indirectly changes the way someone, in enjoying media information, because it transforms a conventional data information into a data with digital form. Content digitalization allows a new innovative development in many ways, including in the payment method. One of the company that producing payment method applications is LippoX, with its application features, namely OVO-Cash. The are many factors that can influence and make consumers behave on using OVO-Cash features, among them are perceived usefulness, perceived ease of use, and perceived risk So, this research was conducted with the aim to test whether perceived usefulness, perceived ease of use, and perceived risk, influence the behavioral intention to use OVO-Cash features. The data are obtained and collected through a questionnaire, distributed to 385 respondents whom are the customers that already used the OVO-Cash features, using a simple random sampling technique. Then the data was analyzed by ultiple linear regression analysis. Based on the results from descriptive method, variable perceived usefulness, perceived ease of use, perceived risk and behavioral intentionon customers though using the OVO-Cash features have a fairly good value. Meanwhile, from the verivicative method, it was found that perceived usefulness had an positive and significant influence on behavioral intention, perceived ease of use also had an positive but not significant influence on behavioral intention, and perceived risk also positively and significantly influence the behavioral intention customers on using OVO-Cash features.
ISSN : 2355-9357 e-Proceeding of Management : Vol.7, No.1 April 2020 | Page 452

Keywords: Perceived Usefulness, Perceived Ease Of Use, Perceived Risk, Behavioral Intention