PENGARUH PROMOSI, PERSEPSI KEMUDAHAN DAN PERSEPSI RISIKO TERHADAP MINAT MENGGUNAKAN DOMPET DIGITAL OVO

Utami, Devi Tri (2021) PENGARUH PROMOSI, PERSEPSI KEMUDAHAN DAN PERSEPSI RISIKO TERHADAP MINAT MENGGUNAKAN DOMPET DIGITAL OVO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The Technology has been growing very fast especially in the economic growth in Indonesia, and one them is the payment system. Acceleration of technology adaptation during pandemics leads to changes in consumer behavior, especially in conducting transaction. Non-cash payment systems can also called is the electronic money has been growing very fast along with the development of payment system technology. According to a CB Insights report entitled 'The Global Unicorn Club', the financial technology company OVO is included in the ranks of startups with unicorn status because PT Visionet Internasional OVO has a valuation of US $ 2.9 billion since March 14, 2019. The purpose of this study is to determine the effect of Promotion, Perception of Ease and Perception of Risk on Interest in Using OVO Digital Wallets. The sample used in this study is 100 respondents. The sampling method was carried out by purposive sampling method. This study is using SEM data analysis techniques and data processing using Partial Least Square (PLS). The results of this study showed that Promotion has a Positive and Significant Effect on Interest in Using OVO Digital Wallet, Perception of Ease of Effect Positive but Not Significant to Interest in Using and Risk Perception negatively but not Significantly on Interest In Using. Keywords: Ease of Perception Promotion, Risk Perception, Interest in Using, OVO. Teknologi saat ini memiliki perkembangan yang pesat dan mengalami peningkatan pada bidang perekonomian di Indonesia salah satunya adalah sistem pembayaran. Percepatan adaptasi teknologi selama pandemi menimbulkan perubahan pada prilaku konsumen khususnya dalam melakukan transaksi. Sistem pembayaran nontunai atau bisa disebut uang elektronik berkembang sangat pesat seiring dengan perkembangan teknologi sistem pembayaran. Menurut laporan CB Insights berjudul ‘The Global Unicorn Club’, perusahaan teknologi finansial OVO masuk dalam jajaran startup berstatus unicorn karena PT Visionet Internasional OVO mengantongi valuasi senilai US$ 2,9 miliar sejak 14 Maret 2019. Tujuan dari penelitian ini adalah untuk mengetahui Pengaruh Promosi, Persepsi Kemudahan dan Persepsi Risiko terhadap Minat Menggunakan Dompet Digital OVO. Sampel yang digunakan dalam penelitian ini adalah 100 responden. Metode pengambilan sampel dilakukan dengan metode Purposive sampling. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa Promosi berpengaruh Positif dan Signifikan terhadap Minat Menggunakan Dompet Digital OVO, Persepsi Kemudahan berpengaruh Positif namun tidak Signifikan terhadap Minat Menggunakan dan Persepsi Risiko berpengaruh Negatif namun tidak Signifikan terhadap Minat Menggunakan. Kata kunci : Promosi Persepsi Kemudahan, Persepsi Risiko, Minat Menggunakan, OVO.

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