PENGARUH FEATURE QUALITY TERHADAP DECISION OF USE DENGAN MEMPERHATIKAN PERCEIVED OF EASE, PERCEIVED USEFULNESS DAN BRAND CREDIBILITY (Studi Pada Pengguna Layanan Mobile Banking – Mega Mobile)

RAHMAWATI, MARINA (2020) PENGARUH FEATURE QUALITY TERHADAP DECISION OF USE DENGAN MEMPERHATIKAN PERCEIVED OF EASE, PERCEIVED USEFULNESS DAN BRAND CREDIBILITY (Studi Pada Pengguna Layanan Mobile Banking – Mega Mobile). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Perkembangan teknologi informasi saat ini telah mengalami kemajuan yang sangat signifikan dan berpengaruh pada teknologi yang mudah untuk dipakai, efisien, dan ekonomis. Salah satu teknologi yang berkembang adalah Financial Technology. Salah satu bank yang memanfaatkan teknologi sebagai sarana perbankan yang lebih efektif dan efisien adalah Bank Mega. Bank Mega menamai produk mobile banking-nya sebagai Mega Mobile. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Feature Quality Terhadap Decision of Use dengan memperhatikan Perceived of Ease, Perceived Usefulness dan Brand Credibility. Subjek pada penelitian ini adalah nasabah Bank Mega yang telah menggunakan layanan Mega Mobile di Jakarta Selatan. Sampel yang digunakan dalam penelitian ini adalah 230 responden. Metode pengambilan sampel dilakukan dengan metode convenience sampling. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan Partial Least Square (PLS). Hasil penelitian ini menunjukan bahwa brand credibility memiliki pengaruh langsung paling signifikan terhadap decision of use tanpa melalui feature quality sebagai variabel intervening, diantara variabel lainnya yaitu perceived of ease, dan perceived usefulness. Dengan demikian untuk menangani masalah tersebut pihak Bank Mega harus lebih meningkatkan dan terus mengembangkan kualitas fitur sehingga memiliki persepsi kemudahan terhadap penggunaan layanan Mega Mobile sehingga dapat memberikan manfaat terhadap penggunanya. Kata Kunci : Feature Quality, Decision of Use, Perceived of Ease, Perceived Usefulness, Brand Credibility The development of information technology today has experienced very significant progress and has an effect on technology that is easy to use, efficient and economical. One technology that is developing is Financial Technology. One bank that utilizes technology as a more effective and efficient banking tool is Bank Mega. Bank Mega named its mobile banking product as Mega Mobile. The purpose of this study was to determine the effect of Feature Quality on Decision of Use by taking into account Perceived of Ease, Perceived Usefulness and Brand Credibility. The subjects in this study are Mega Bank customers who have used Mega Mobile services in South Jakarta. The sample used in this study was 230 respondents. The sampling method is done by convenience sampling method. This study uses SEM data analysis techniques and data processing using Partial Least Square (PLS). The results of this study indicate that brand credibility has the most significant direct effect on decision of use without going through feature quality as an intervening variable, among other variables namely perceived of ease, and perceived usefulness. Therefore, in order to handle this problem, Bank Mega must further improve and continue to develop quality features so that it has a perception of the ease of use of Mega Mobile services so that it can provide benefits to its users. Kata Kunci : Feature Quality, Decision of Use, Perceived of Ease, Perceived Usefulness, Brand Credibility

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