Pengaruh teori difusi inovasi terhadap niat merekomendasikan mobile wallet pada generasi Z = The effect of innovation diffusion theory on the intention of mobile wallet recommendations in generation z

Ferdinan, Elbert (2021) Pengaruh teori difusi inovasi terhadap niat merekomendasikan mobile wallet pada generasi Z = The effect of innovation diffusion theory on the intention of mobile wallet recommendations in generation z. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam survei awal penelitian, ditemukan fenomena dimana terdapat kecenderungan seseorang untuk lebih lambat dalam mengadopsi dan menggunakan mobile wallet setelah memperoleh rekomendasi dan advokat dari orang lain maupun peer group. Maka, diperlukan penelitian mengenai pengaruh teori difusi inovasi terhadap niat merekomendasikan mobile wallet generasi Z. Objek pada penelitian ini merupakan pengguna mobile wallet oleh generasi Z di Indonesia, dimana generasi ini sangat dekat dengan kehadiran mobile wallet dalam melakukan pembayaran terhadap transaksi mereka. Teknik pengambilan sampel dalam penelitian menggunakan non-probability purposive sampling terhadap 206 responden yang diperoleh menggunakan kuesioner online. Data yang diperoleh diolah menggunakan metode Partial Least Square – Structural Equation Modelling (PLS-SEM) dengan software SmartPLS. Hasil penelitian ini menunjukkan bahwa kompatibilitas dan triabilitas berpengaruh secara positif terhadap niat dalam merekomendasikan mobile wallet. Sedangkan keunggulan relatif, kompleksitas dan observabilitas tidak berpengaruh secara positif terhadap niat dalam merekomendasikan mobile wallet. Implikasi manajerial pada penelitian ditujukan pada seluruh provider mobile wallet untuk dapat membuat program agar pengguna ikut berpartisipasi, melakukan ekspansi pada berbagai merchant dan ke berbagai kota yang belum terjangkau mobile wallet, melakukan pengembangan terhadap penggunaan smartwatch, menawarkan benefit lebih dan awareness pengguna pada kode referral untuk dapat digunakan oleh pengguna baru mobile wallet. / In the initial survey of research, a phenomenon was found where there is a tendency for someone to be slower in adopting and using a mobile wallet after obtaining recommendations and advocates from other people and peer groups. Therefore, research is needed on the effect of the theory of diffusion of innovation on the intention to recommend generation Z mobile wallets. The object of this study is mobile wallet users by generation Z in Indonesia, where this generation is very close to the presence of mobile wallets in making payments for their transactions. The sampling technique in this study used non-probability purposive sampling of 206 respondents obtained using an online questionnaire. The data obtained were processed using the Partial Least Square – Structural Equation Modeling (PLSSEM) method with SmartPLS software. The results of this study indicate that compatibility and triability have a positive effect on intentions in recommending a mobile wallet. Meanwhile, relative advantages, complexity and observability do not have a positive effect on intentions to recommend a mobile wallet. The managerial implications of the research are aimed at all mobile wallet providers to be able to create programs for users to participate, expand to various merchants and cities that have not been reached by mobile wallets, develop smartwatch use, offer more benefits and user awareness on referral codes for can be used by new mobile wallet users.

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