Anteseden dari continuous usage intent dan konsekuensinya terhadap intention to recommend: (studi pada konsumen aplikasi peer-to-peer lending di Indonesia)

Wuisan, Dewi Sri Surya (2023) Anteseden dari continuous usage intent dan konsekuensinya terhadap intention to recommend: (studi pada konsumen aplikasi peer-to-peer lending di Indonesia). Doctoral thesis, Universitas Pelita Harapan.

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Abstract

Tujuan Penelitian ini bertujuan untuk menguji pengaruh perceived benefit, perceived risk, EWOM, mental accounting, dan self-efficacy, serta dampaknya terhadap intention to recommend pada konsumen peer to peer landing yang dimediasi oleh continuous usage intent. Pengujian ini dilakukan pada konsumen peer to peer lending yang ada di Indonesia. Rerangka konseptual pada penelitian ini dibuat rerangka yang baru berdasarkan penelitian sebelumnya yang difokuskan pada salah satu variable yang dianggap spesifik dan penting untuk menjadi prediktor melalui perceived behavior control adalah mental accounting dan self-efficacy. Self-efficacy yang diturunkan dari teori social cognitive theory dan mental accounting dalam pengambilan keputusan intention to recommend. Metode Penelitian adalah kuantitatif, dimana unit analisis konsumen yang sudah menggunakan aplikasi peer to peer lending di Indonesia. Data diperoleh melalui kuesioner yang disebarkan secara online dengan menggunakan skala likert 1-5. Data dianalisis dengan mengunakan metode PLS-SEM. Pada penelitian ini terdapat 9 hipotesis yang akan diuji dengan menjadi indenpendent variable yaitu perceived benefit, perceived risk, EWOM, mental accounting, self-efficacy, attitude, social norm, perceived behavior control. Serta menggunakan variabel continuous usage intent sebagai variabel moderating, kemudian variabel intention to recommend sebagai dependent variable. Hasil penelitian ini diharapkan dapat memberikan kontribusi akademis dan implikasi manajerial pada pemasaran industri fintech peer to peer lending. / The purpose of this study was to examine the effect of perceived benefit, perceived risk, EWOM, mental accounting, and self-efficacy, as well as their impact on the intention to recommend on consumer peer to peer landing mediated by continuous usage intent. This test is carried out on peer to peer lending consumers in Indonesia. The conceptual framework in this study was made a new framework based on previous research that focused on one of the variables considered specific and important to be a predictor through perceived behavior control, namely mental accounting, and self-efficacy. Self-efficacy derived from social cognitive theory and mental accounting in decision making intention to recommend. The research method is quantitative, where the unit of analysis is consumers who have used peer to peer lending applications in Indonesia. Data were obtained through a questionnaire distributed online using a Likert scale of 1-5. The data were analysed using the PLS-SEM method. In this study, there are 9 hypotheses to be tested by becoming independent variables, namely perceived benefit, perceived risk, EWOM, mental accounting, self-efficacy, attitude, social norm, perceived behavior control. And using the continuous usage intent variable as a moderating variable, then the intention to recommend variable as the dependent variable. The results of this study are expected to provide academic contributions and managerial implications for the marketing of the fintech peer to peer lending industry.

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