Trust dan Perceived Usefulness dan Pengaruhnya Terhadap Preferensi Konsumen Dalam Menggunakan E-wallet
DOI:
https://doi.org/10.37932/j.e.v10i2.131Keywords:
E-wallet, OVO, Go-Pay, Consumer Preference, fintechAbstract
The bloom of banking and fintech companies in Indonesia is marked by the rapid growth of e-wallet users in recent years. The bloom is encouraged by the government by establishing the Gerakan Nasional Non Tunai program to promote cashless society among millennials who are already familiar with cashless lifestyle. There are many factors which attract people to use e-wallet, such as trust, usefulness, and promotion. This research aims to examine the effect of trust and perceived usefulness moderated by the promotion variable on consumers’ preference towards two e-wallet brands—OVO and GoPay. This quantitative research is conducted using Likert scale. The Analysis of Variance (ANOVA) method is used to examine whether each variable has different effect in shaping consumers’ preference. The samples used in this research are active users of OVO and GoPay who are currently living in Semarang. The ANOVA results show that trust, usefulness, and promotion does not have different effect in shaping consumers’ preference. However, they do attract consumers to use e-wallet. This research might be useful to help develop better quality of e-wallet service, security, and utility and build a perfect marketing strategy for banking and fintech companies.References
Adji, J. (2014). Pengaruh Satisfaction dan Trust Terhadap Minat Pembelian di Starbucks The Square Surabaya. Jurnal Strategi Pemasaran, 2(1), 1–10. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/1394
Alamsyah, D. P. (2018). Meningkatkan Minat Beli Konsumen Pada Produk Ramah Lingkungan Melalui Dukungan Lokasi Konsumen. Jurnal Kajian Ilmiah, 18(1), 17–24. https://doi.org/10.31599/jki.v18i1.195
Alexander, R. (2019). Behavioral Model of Using Internet Banking Which is Influenced by the Perspective of Perceived Ease of use , Perceived Usefulness , and Trust. 4(7), 353–360.
Alistriwahyuni, N. (2019). Pengaruh Promosi Penjualan, Kemudahan Penggunaan, Dan Fitur Layanan i-Saku Terhadap Keputusan Pembelian Pada Pengguna i-Saku Di Indomaret. Jurnal Pendidikan Tata Niaga (JPTN), 07(02), 473–478. https://doi.org/ISSN 2337 - 6078
Anjelina, A. (2018). Persepsi Konsumen Pada Penggunaan E-Money. Journal of Applied Managerial Accounting, 2(2), 219–231. https://doi.org/10.30871/jama.v2i2.934
Assael, H. (1995). Consumer Behavior and Marketing Action.
Bua’a, A. (2015). Pengaruh Preferensi Konsumen Terhadap Produk Tas Batok Kelapa Pada Home Industri Esa Collection. Publikasi Ilmiah Mahasiswa, Fakultas Ekonomi Universitas Tribhuwana Tunggadewi. https://doi.org/10.1017/CBO9781107415324.004
Cuellar-Healey, S., & Charles S, M. M. (2013). Marketing Modules Series Marketing Module 8: Promotion. June. http://hortmgt.gomez.dyson.cornell.edu/Marketing-Modules.html.
Dama, D. (2016). Analisis Faktor-Faktor Yang Mempengaruhi Minat Beli Konsumen Dalam Memilih Laptop Acer Di Toko Lestari Komputer Manado. Jurnal Berkala Ilmiah Efisiensi, 16(1), 503–514.
David Novak. B.Sc. (2011). Promotion As Instrument of Marketing Mix. Engineering Management And Competitiveness, 2011, 510. http://www.tfzr.uns.ac.rs/emc/emc2011/Files/G 06.pdf
Djaafara, R. A. (2006). Mendorong Terbentuknya Less Cash Society. Bi.Go.Id. https://www.bi.go.id/id/ruang-media/siaran-pers/Pages/sp_82606.aspx
Fiona, D. R. (2019). Pengaruh Promosi penjualan dan E-Service Quality terhadap Minat Beli Ulang Melalui Kepuasan Pelanggan (Studi pada pelanggan Gopay di Jabodetabek). Jurnal Administrasi Bisnis, 8(1), 37. https://doi.org/10.14710/jab.v8i1.23767
Islamiyah, R. N., Amaliah, I., & Riani, W. (2020). Preferensi Masyarakat Indonesia dalam Melakukan Transaksi Konsumsi dengan E-wallet dan Tunai. Universitas Islam Bandung. http://103.78.195.33/handle/123456789/26976?show=full
Isrososiawan, S., Hurriyati, R., & Dirgantari, P. D. (2019). User Mobile Payment Behavior Using Technology Acceptance Model (TAM): Study of “Dana” E-Wallet Users. Jurnal Minds: Manajemen Ide Dan Inspirasi, 6(2), 181. https://doi.org/10.24252/minds.v6i2.11274
Jayani, D. H. (2019). Transaksi Uang Elektronik Melonjak 209,8% pada 2018. Databoks.Katadata.Co.Id, 2019. https://databoks.katadata.co.id/datapublish/2019/09/23/transaksi-uang-elektronik-melonjak-2098-pada-2018
Kusnawan, A., & DKK. (2019). Pengaruh Diskon pada Aplikasi e-Wallet terhadap Pertumbuhan Minat Pembelian Impulsif Konsumen Milenial di Wilayah Tangerang. Manajemen, Jurnal Sains, 5(2), 137–160.
Munifa, A. (2019). Preferensi Penggunaan Uang Elektronik Pada Mahasiswa di Fakultas Ekonomi dan Bisnis Universitas Brawijaya Malang. (Studi pada Pengguna Gopay dan OVO).
Padiya, J., & Bantwa, A. (2018). Adoption of E-wallets: A Post Demonetisation Study in Ahmedabad City. Pacific Business Review International, 10(10).
Priyono, A. (2017). Analisis Pengaruh Trust dan Risk Dalam Penerimaan Teknologi Dompet Elektronik Go-Pay. Jurnal Siasat Bisnis, 21(1), 88–106. https://doi.org/10.20885/jsb.vol21.iss1.art6
Punwatkar, S., & Verghese, M. (2018). Adaptation of e-Wallet Payment: An Empirical Study on Consumers’ Adoption Behavior in Central India. International Journal of Advanced in Management, Technology and Engineering Sciences, 8(Iii), 1147–1156.
Purnama, C. A. (2012). Analisis Pengaruh Daya Tarik Promosi, Persepsi Kemudahan, Persepsi Kemanfaatan Dan Harga Terhadap Minat Beli E-Toll Card Bank Mandiri (Studi Kasus pada Pengguna Jalan Tol di Kota Semarang). Fakultas Ekonomika Dan Bisnis Universitas Diponegoro Semarang, 21–26.
Rahayu, I. R. S. (2019, February 11). Penetrasi Jasa Keuangan Digital RI Naik Pesat, Fintech Baru 5 Persen. INews.Id. https://www.inews.id/finance/bisnis/penetrasi-jasa-keuangan-digital-ri-naik-pesat-fintech-baru-5-persen
Reskyana, N., & Candiwan. (2020). Analysis of Factors Affecting Continuance Usage Intention of LinkAja Applications. Jurnal Manajemen Dan Bisnis, 4(1), 17–28.
Rifah, S. (2019). Fenomena Cashless Society di Era Milenial Dalam Prespektif Islam. Ejournal.Iai, 6(1), 5–10. https://doi.org/10.1109/MTAS.2004.1371634
Rusma, J., & Hubeis, M. (2011). Kajian Preferensi Konsumen Rumah Tangga Terhadap Beras Organik di Wilayah Kota Bogor. 6(1), 49–54. https://doi.org/10.29244/49-54
Safitri, M. G. (2020). Pengaruh Trust, Perceived Benefits And Ease Of Use Terhadap Keputusan Penggunaan E-Wallet (Studi Kasus Pengguna LinkAja Pada Masyarakat Solo Raya). IAIN Surakarta. https://doi.org/10.1017/CBO9781107415324.004
Sandjaja, A. (2018). Pengaruh Brand Trust Terhadap Niat Konsumen Untuk Menggunakan E-Money the Effect of Brand Trust Towards Consumer ’ Intention To Use Sakuku and Tcash E-Money. 227.
Sari, M. A., Listiawati, R., Novitasari, N., & Vidyasari, R. (2020). Analisa Pengaruh Daya Tarik Promosi, Persepsi Kemudahan, Persepsi Manfaat, Persepsi Keamanan Terhadap Minat Penggunaan E-Wallet. Ekonomi & Bisnis, 18(2), 126–134. https://doi.org/10.32722/eb.v18i2.2493
Septiana, R. C. (2018). Ini Daerah Di Indonesia Yang Paling Rajin Internetan. Kompas.Com. https://tekno.kompas.com/read/2018/02/22/10590087/ini-daerah-di-indonesia-yang-paling-rajin-internetan
Shreenidhi, & Nayak, S. (2019). Consumer Perception On E-Wallet And Digital Wallet In E-Payment System With Special Reference To Mangaluru City. 5(2), 35. http://repositorio.unan.edu.ni/2986/1/5624.pdf
Silaen, E., & Prabawani, B. (2019). Persepsi Manfaat Serta Promosi Terhadap Minat Beli Ulang Saldo E-Wallet Ovo. 1–9.
Singh, N., Srivastava, S., & Sinha, N. (2017). Consumer Preference and Satisfaction of M-Wallets: a study on North Indian consumers. International Journal of Bank Marketing, 12(7), 1–32. https://doi.org/https://doi.org/10.1108/IJBM-06-2016-0086
Sinha, I. (2016). Mobile Wallet service Utilisation in India : emperical analysis of user trust and acceptance factors. International Journal of Scientific & Engineering Research, 7(4), 1762–1771.
Sinha, I. (2019). Empirical Analysis of Determinants for Acceptance of Digital Wallet Service in India. 14.
Siregar, A. H. (2019). Pengaruh Trust Dan Satisfaction Terhadap Customer Loyalty Di Era E-Commerce Pada Toko Cheire. Journal Of Management Accounting And Business Administration, 3(1), 1–10.
Sitinjak, P. T. (2019). Pengaruh Iklan, Promosi Penjualan, Dan Persepsi Kemudahan Penggunaan Terhadap Minat Memakai Ulang Layanan Go-Pay Di Wilayah Jakarta Priskilia. 9(November).
Subaramaniam, K., Kolandaisamy, R., Jalil, A. Bin, & Kolandaisamy, I. (2020). The Impact of E-Wallets for Current Generation. Journal of Advanced Research in Dynamical and Control Systems, 12(1 Special Issue), 751–759. https://doi.org/10.5373/JARDCS/V12SP1/20201126
Sugiono. (2017). Konsep, Identifikasi, Alat Analisis Dan Masalah Penggunaan Variabel Moderator. Jurnal Studi Manajemen & Organisasi, 1, 61–70. https://ejournal.undip.ac.id/index.php/smo/article/viewFile/4175/3822#:~:text=Variabel moderator merupakan variabel yang,juga disebut sebagai variabel kontingensi.
Sujadi, E. P. S. (2010). E-banking: Urgensi aspek trust di era e-service. Seminar Nasional Informatika, ISSN 1979-(semnasIF), 302–311.
Tanu, M., Komaladewi, R., & Iswati, H. (2018). CUSTOMER PERCEPTION OF BANDUNG CITY SOCIETYON E-MONEY USAGE FOR THE HIGHWAY SERVICE PAYMENT. Jurnal Manajemen Teori Dan Terapan.
Wang, Z., Li, H., & James, S. (2016). Factors Influencing Usage of Third Party Mobile Payment Services in China: An Empirical Study. 1–49.
Wardhani, W., Sumarwan, U., & Yuliati, L. N. (2016). Pengaruh Persepsi dan Preferensi Konsumen terhadap Keputusan Pembelian Hunian Green Product. Jurnal Manajemen Dan Organisasi, 6(1), 45. https://doi.org/10.29244/jmo.v6i1.12183
Wibowo, S. F., Rosmauli, D., & Suhud, U. (2015). Pengaruh Persepsi Manfaat, Persepsi Kemudahan, Fitur Layanan, Dan Kepercayaan Terhadap Minat Menggunakan E-Money Card (Studi Pada Pengguna Jasa Commuterline Di Jakarta). JRMSI - Jurnal Riset Manajemen Sains Indonesia, 6(1), 440. https://doi.org/10.21009/jrmsi.006.1.06
Widiyanti, W. (2020). Pengaruh Kemanfaatan , Kemudahan Penggunaan dan Promosi terhadap Keputusan Penggunaan E-wallet OVO di Depok. Jurnal Akuntansi Dan Keuangan, 7(1), 54–63.
Xu, X., Munson, C. L., & Zeng, S. (2017). The Impact of E-service Offerings on The Demand of Online Customers. International Journal of Production Economics, 184(June 2016), 231–244. https://doi.org/10.1016/j.ijpe.2016.11.012
Yan, H., & Pan, K. (2014). Examine User Adoption of Mobile Payment Using the TAM. A Trust Transfer Perspective, 402–409.
Downloads
Published
How to Cite
Issue
Section
License
Copyright Notice
Copyright
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges and earlier and greater citation of published work (See The Effect of Open Access).
License
You are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material
- for any purpose, even commercially.
Under the following terms:
-
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
-
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Jurnal Ekobis: Ekonomi Bisnis & Majemen is licenced under Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0).
Privacy Statement
The names and email addresses entered in this journal site will be used exclusively for the stated purposes of this journal and will not be made available for any other purpose or to any other party.
