Eksplorasi faktor yang memengaruhi niat penggunaan berkelanjutan aplikasi investasi reksa dana di Indonesia: memahami peran pemasaran influencer = Exploration of factors affecting continuance intention to use mutual fund investment applications in Indonesia: understanding the role of influencer marketing

Budhi, Ernest (2023) Eksplorasi faktor yang memengaruhi niat penggunaan berkelanjutan aplikasi investasi reksa dana di Indonesia: memahami peran pemasaran influencer = Exploration of factors affecting continuance intention to use mutual fund investment applications in Indonesia: understanding the role of influencer marketing. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Peningkatan jumlah investor reksa dana di Indonesia dalam beberapa tahun terakhir berjalan beriringan dengan maraknya penggunaan aplikasi investasi reksa dana. Berbagai teknik pemasaran diterapkan untuk meningkatkan penggunaan aplikasi, salah satunya adalah dengan pemasaran influencer. Namun, belum banyak ditemukan studi terdahulu yang meneliti peran pemasaran influencer terhadap penggunaan aplikasi investasi reksa dana pasca penggunaan awal. Berlandaskan model penerimaan teknologi (technology acceptance model, disingkat TAM) dan model privasi-kepercayaan-niat perilaku (privacy-trust-behavioral intention model), tugas akhir ini mengajukan kerangka penelitian untuk mengeksplorasi faktor yang memengaruhi niat penggunaan berkelanjutan aplikasi investasi reksa dana di Indonesia dengan mengikutsertakan peran pemasaran influencer. Data dikumpulkan dengan menggunakan survei online yang dilakukan terhadap 516 responden. Hasil penelitian menunjukkan bahwa niat penggunaan berkelanjutan aplikasi investasi reksa dana di Indonesia dipengaruhi secara langsung oleh persepsi kegunaan, persepsi kemudahan penggunaan, dan kepercayaan pada platform. Usia juga ditemukan untuk berpengaruh terhadap niat penggunaan berkelanjutan aplikasi. Sementara itu, pemasaran influencer ditemukan untuk berperan terhadap niat penggunaan berkelanjutan dengan memengaruhi persepsi manfaat ekonomi, persepsi kemudahan penggunaan, dan kepercayaan pada platform. / The increase in the number of mutual fund investors in Indonesia in recent years has gone hand in hand with the widespread use of mutual fund investment applications. Various marketing techniques are applied to increase application usage, one of which is influencer marketing. However, not many previous studies have been found that examine the role of influencer marketing on the use of mutual fund investment applications after initial use. Based on the technology acceptance model (TAM) and the privacy-trust-behavioral intention model, this final project proposes a research framework to explore factors influencing continuance intention to use mutual fund investment applications in Indonesia by including the role of influencer marketing. Data was collected using an online survey conducted on 516 respondents. The results of this study show that the continuance intention to use mutual fund investment applications in Indonesia is directly influenced by perceived usefulness, perceived ease of use, and trust in the platform. Age was also found to influence the continuance intention to use the applications. Meanwhile, influencer marketing was found to contribute to continuance intention to use by influencing perceived economic benefits, perceived ease of use, and trust in the platform.

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