ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT PERILAKU UNTUK MENGGUNAKAN DOMPET DIGITAL (STUDI KASUS PENGGUNA SHOPEEPAY DI WILAYAH EKS KARESIDENAN BESUKI)

Arifah Wafda Nadiyya, Universitas Jember, Indonesia
Pudjo Suharso, Universitas Jember
Wiwin Hartanto, Universitas Jember

 10.21831/jep.v19i1.51659

Abstract


Abstrak: Perkembangan teknologi internet menghadirkan berbagai perubahan dalam pola perilaku konsumsi masyarakat, khususnya proses transaksi yang sudah banyak dilakukan dengan memanfaatkan dompet digital. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang dapat mempengaruhi niat perilaku untuk menggunakan dompet digital pada pengguna shopeepay di wilayah eks karesidenan Besuki dengan menggunakan Theory of Planned Behavior (TPB). Penelitian ini merupakan penelitian kuantitatif dengan metode survei. Metode analisis data yang digunakan adalah Structural Equation Modeling berbasis Partial Least Square (PLS-SEM) yang diolah dengan Smart PLS 3.0. Responden penelitian ini perempuan pengguna shopeepay usia 18-35 sebanyak 190 responden. Temuan penelitian menunjukkan bahwa faktor-faktor yang dapat mempengaruhi niat perilaku (behavioral intention) adalah attitude, subjective norm, perceived behavioral control dan promosi cashback yakni masing-masing variabel menunjukkan arah hubungan yang positif dan signifikan. Sedangkan variabel perceived usefulness tidak mampu mempengaruhi behavioral intention. Variabel attitude mempu memediasi hubungan antara perceived usefulness terhadap behavioral intention.


Keywords


niat perilaku, dompet digital, theory of planned behavior

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DOI: https://doi.org/10.21831/jep.v19i1.51659

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