Analisis pengaruh access convenience, search convenience, evaluation convenience, transaction convenience, dan possession convenience terjadap

Hosana, Gabriella (2022) Analisis pengaruh access convenience, search convenience, evaluation convenience, transaction convenience, dan possession convenience terjadap. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Indonesia adalah negara terbesar kedua setelah China yang mempunyai jumlah populasi sekitar 270 juta penduduk. Dengan jumlah populasi tersebut dapat disimpulkan bahwa persaingan bisnis di Indonesia cukup besar dan ketat. Oleh karena itu diperlukan strategi yang baik agar pebisnis bisa menjalankan bisnisnya dengan baik. Salah satu strategi yang dapat dilakukan adalah dengan pemasaran secara online. Strategi pemasaran secara online sangat marak dan diharapkan para pebisnis sudah harus menerapkan agar bisa berpindah ke transaksi digital, agar lebih memudahkan bertransaksi dimanapun dan kapanpun. Dalam dunia perbankan pun digitalisasi sudah harus diterapkan agar nasabah tidak perlu repot dalam melakukan segala transaksi. Salah satu bank Indonesia yang melakukan digitalisasi adalah Bank BCA dan hal ini merupakan tantangan bagi Bank BCA sebagai bank terbesar di Indonesia untuk memberikan layanan perbankan digital terbaik bagi nasabahnya Penelitian ini ditujukan untuk menganalisa pengaruh variabel access convenience, search convenience, evaluation convenience, transaction convenience, dan possession convenience terhadap m-banking adoption intention dan m-banking adoption pada pengguna aplikasi BCA Mobile di Surabaya. Sampel yang digunakan pada penelitian ini berdasarkan dari hasil 155 responden yang berjenis kelamin laki-laki dan perempuan yang berdomisili di Surabaya, dengan Batasan usia 18-60 tahun. Kuesioner ini dibagikan kepada nasabah pengguna BCA Mobile yang sudah melakukan aktivasi dan pernah melakukan transaksi sebanyak 2 kali dalam 4 bulan terakhir. Untuk pengolahan dan Analisa data menggunakan software SPSS 2.0; Selanjutnya, dilakukan pentabulasi hasil penelitian responden dan melakukan hasil pengujian model dengan menggunakan Teknik analisis data regresi sederhana dan regresi linear berganda. Dari hasil pengolahan data, ditemukan bahwa access convenience berepengaruh signifikan terhadap m-banking adoption intention dengan koefisien regresi 0.239, search convenience berpengaruh signifikan terhadap m-banking adoption intention dengan nilai koefisien regresi 0.233, evaluation convenience berpengaruh signifikan terhadap m- banking adoption intention dengan nilai koefisien regresi 0.192, transaction convenience berpengaruh signifikan terhadap m-banking adoption intention dengan koefisien regresi 0.205, possession convenience berpengaruh signifikan terhadap m-banking adoption intention dengan koefisien regresi 0.169, dan m-banking adoption intention berpengaruh signifikan terhadap m-banking adoption dengan nilai koefisien regresi 0.848 / Indonesia is the second largest country after China which has a population of about 270 million people. With this population, it can be concluded that business competition in Indonesia is quite large and tight. Therefore, a good strategy is needed so that business people can run their business well. One strategy that can be done is by online marketing. Online marketing strategies are very widespread and it is hoped that business people have to implement them in order to be able to move to digital transactions, to make it easier to transact anywhere and anytime. Even in the banking world, digitalization must be implemented so that customers do not have to bother in carrying out all transactions. One of the Indonesian banks that is digitizing is Bank BCA and this is a challenge for Bank BCA as the largest bank in Indonesia to provide the best digital banking services for its customers. This study aims to analyze the effect of the variables of access convenience, search convenience, evaluation convenience, transaction convenience, and possession convenience on m-banking adoption intention and m-banking adoption on BCA Mobile application users in Surabaya. The sample used in this study is based on the results of 155 male and female respondents who live in Surabaya, with an age limit of 18-60 years. This questionnaire was distributed to BCA Mobile users who have activated and have made 2 transactions in the last 4 months. For data processing and analysis using SPSS 2.0 software; Furthermore, the results of the respondent's research were tabulated and the results of model testing were carried out using simple regression data analysis techniques and multiple linear regression. From the results of data processing, it was found that access convenience had a significant effect on m-banking adoption intention with a regression coefficient of 0.239, search convenience had a significant effect on m-banking adoption intention with a regression coefficient of 0.233, evaluation convenience had a significant effect on m- banking adoption intention with a value of regression coefficient is 0.192, transaction convenience has a significant effect on m-banking adoption intention with a regression coefficient of 0.205, possession convenience has a significant effect on m-banking adoption intention with a regression coefficient of 0.169, and m-banking adoption intention has a significant effect on m-banking adoption with a coefficient value regression 0.848

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