Pengaruh Perceived Ease Of Use, Promosi, Kepuasan Konsumen Dan Perceived Enjoyment Terhadap Intensitas Penggunaan Layanan Gopay (studi Pada Pengguna Gopay Di Indonesia)

Syfa Vidya Renata, Nadya Novandriani Karina Moeliono

Abstract

ABSTRAK
Salah satu inovasi dalam sektor jasa keuangan yang menggunakan teknologi bertransaksi yaitu digital payment.
Salah satunya contoh digital payment adalah Gopay. Gopay merupakan layanan yang berada dalam aplikasi
Gojek. Penelitian ini bertujuan untuk mengetahui ada tidaknya pengaruh perceived ease of use, promosi, kepuasan
konsumen dan perceived enjoyment terhadap intensitas penggunaan secara langsung maupun tidak langsung.
Metode penelitian yang digunakan adalah penelitian kuantitatif. Data disebar dengan menggunakan Google Form
melalui media sosial terhadap 100 orang responden yang pernah menggunakan layanan Gopay. Teknik
pengambilan sampel yang digunakan adalah accidental sampling, dimana pengambilan sampel dilakukan secara
kebetulan menggunakan atau mendengar atau berpengalaman bertransaksi dengan Gopay. Analisis data dilakukan
dengan menggunakan Software SPSS ver. 24. Hasil penelitian menunjukan bahwa variabel perceived ease of use
dan kepuasan konsumen berpengaruh positif dan signifikan terhadap intensitas penggunaan, tetapi variabel
promosi dan perceived enjoyment berpengaruh positif tapi tidak signifikan.
Kata Kunci : Perceived Ease of Use, Promosi, Kepuasan Konsumen, Perceived Enjoyment, Intensitas
Penggunaan,
ABSTRACT
One of the innovations in the financial services sector using the transaction technology is digital payment. One
example of digital payment is Gopay. Gopay is a service that is in Gojek app. This research aims to determine
whether the effect of perceived ease of use, promotion, customer satisfaction and perceived enjoyment on
behavioral intention. The research methods used are quantitative research. Data is collected through distributing
questionnairest through Google Form on social media against 100 respondents who have used Gopay's services.
The sampling technique used is accidental sampling, where sampling is done by accident using or listening or
having experienced transact with Gopay. Data analysis is done using SPSS ver. 24 Software. The results showed
that the perceived ease of use variable and consumer satisfaction were positively and significantly impacted by
the usage intensity, but the promotion variables and perceived enjoyment were positively but insignificant.
Keyword: Perceived Ease of Use, Promotion, Customer Satisfaction, Perceived Enjoyment, Behavioral
Intention,

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