Analisis pengaruh aesthetics, navigability, service experience, trust terhadap continuance intention melalui self efficacy, satisfaction pada pengguna ovo di Surabaya

Wiryasutha, I Gde Ray (2019) Analisis pengaruh aesthetics, navigability, service experience, trust terhadap continuance intention melalui self efficacy, satisfaction pada pengguna ovo di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Perkembangan teknologi informasi yang begitu pesat membuat aktivitas masyarakat semakin dimudahkan. Salah satu teknologi yang paling berperan dalam kemudahan tersebut adalah internet. Dengan adanya internet, proses transaksi sehari-hari mulai beralih dari menggunakan cash ke electronic cash yang disebut dengan layanan e-payment. Salah satu perusahaan yang bergerak di bidang layanan e-payment Indonesia adalah OVO (PT. Visionet Internasional). Kehadiran OVO memudahkan pengguna dalam melakukan transaksi sehari-hari secara efisien. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Aesthetics, Navigability, Service Experience, dan Trust terhadap Continuance Intention melalui Self Efficacy dan Satisfaction. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh Self Efficacy dan Satisfaction sehingga meningkatkan Continuance Intention yang pada akhirnya akan meningkatkan transaksi berkelanjutan dari perusahaan OVO. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 115 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, memiliki dan menggunakan aplikasi OVO minimal 2 kali, pernah memanfaatkan program cashback OVO, dan pernah menggunakan aplikasi lain selain OVO dalam waktu 3 bulan terakhir. Hasil penelitian menunjukkan bahwa variabel Aesthetics berpengaruh positif signifikan terhadap Self Efficacy dengan koefisien regresi sebesar 0.241; variabel Navigability berpengaruh positif signifikan terhadap Self Efficacy dengan koefisien regresi sebesar 0.411; variabel Service Experience berpengaruh positif tidak signifikan terhadap Self Efficacy dengan koefisien regresi sebesar 0.109; variabel Trust berpengaruh positif tidak signifikan terhadap Self Efficacy dengan koefisien regresi sebesar 0.180; variabel Aesthetics berpengaruh positif signifikan terhadap Satisfaction dengan koefisien regresi sebesar 0.325; variabel Navigability berpengaruh negatif tidak signifikan terhadap Satisfaction dengan koefisien regresi sebesar -0.180; variabel Service Experience berpengaruh positif tidak signifikan terhadap Satisfaction dengan koefisien regresi sebesar 0.224; variabel Trust berpengaruh positif signifikan terhadap Satisfaction dengan koefisien regresi sebesar 0.565; variabel Self Efficacy berpengaruh positif signifikan terhadap Continuance Intention dengan koefisien regresi sebesar 0.307; variabel Satisfaction berpengaruh positif signifikan terhadap Continuance Intention dengan koefisien regresi sebesar 0.527 / The rapid development of information technology has made community activities easier. One of the technologies that most plays a role in this convenience is the internet. With the internet, the daily transaction process begins to shift from using cash to electronic cash, which is called an e-payment service. One of the companies engaged in Indonesia's e-payment services is OVO (PT. Visionet Internasional). The presence of OVO makes it easy for users to conduct daily transactions efficiently. This study aims to determine how the influence of Aesthetics, Navigability, Service Experience, and Trust on Continuance Intention through Self Efficacy and Satisfaction. The expected benefit of this research is to increase the repertoire of knowledge in the field of management, especially how much influence Self- Efficacy and Satisfaction can have on increasing Continuance Intention which will ultimately increase the ongoing transactions of OVO companies. This research is a causal study. The research method used is a quantitative method by processing data using AMOS. Data collection was carried out by distributing questionnaires to 115 respondents with characteristics of male and female respondents aged 18-60 years, owning and using OVO applications at least twice, having used the OVO cashback program, and having used applications other than OVO in the last 3 months. The results showed that the Aesthetics variable had a significant positive effect on Self Efficacy with a regression coefficient of 0.241; Navigability variables have a significant positive effect on Self Efficacy with a regression coefficient of 0.411; Service Experience variables have a positive and insignificant effect on Self Efficacy with a regression coefficient of 0.109; Trust variables have a positive and insignificant effect on Self Efficacy with a regression coefficient of 0.180; Aesthetics variables have a significant positive effect on Satisfaction with a regression coefficient of 0.325; Navigability variable has no significant negative effect on Satisfaction with a regression coefficient of -0.180; Service Experience variables have a positive and insignificant effect on Satisfaction with a regression coefficient of 0.224; Trust variables have a significant positive effect on Satisfaction with a regression coefficient of 0.565; Self Efficacy variable has a significant positive effect on Continuance Intention with a regression coefficient of 0.307; Satisfaction variable has a significant positive effect on Continuance Intention with a regression coefficient of 0.527

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