PENGARUH PERCEIVED EASE OF USE DAN PERCEIVED USEFULNESS TERHADAP BEHAVIORAL INTENTION TO USE PAYLATER(Survey pada Followers Instagram Ovo Indonesia) - Daffa Noor Salim, - (2023)
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari perceived ease of use dan perceived usefulness terhadap behavioral intention to use fitur Ovopaylater. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 1.042.016 dengan sampel berjumlah 200 responden yang merupakan followers instagram ovo_id dengan mengunakan teknik simple random sampling. Data diolah secara statistik dengan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa perceived ease of use dan perceived usefulness memiliki pengaruh positif dan signifikan terhadap behavioral intention to use, hal tersebut ditunjukan dengan besaran nilai critical ratio yang lebih besar dari nilai minimal artinya terdapat pengaruh positif dan signifikan antara variabel perceived ease of use dan perceived usefulness terhadap behavioral intention to use secara simultan. Pernyataan tersebut dapat diasumsikan semakin baik perusahaan memperhatikan perceived ease of use dan perceived usefulness akan semakin baik juga behavioral intention to use yang muncul pada konsumen untuk perusahaan tersebut. Hasil kontribusi yang diberikan variabel perceived ease of use paling tinggi dalam membentuk behavioral intention to use adalah clear and understandable dan dimensi perceived ease of use paling rendah dalam membentuk behavioral intention to use adalah flexible. Dimensi perceived usefulness yang memiliki kontribusi paling tinggi dalam membentuk behavioral intention to use adalah effectiveness serta yang paling rendah membentuk behavioral intention to use adalah value. This study aims to obtain an overview and the influence of perceived ease of use and perceived usefulness on the behavioral intention to use Ovopaylater features. The study employs a descriptive and verification method with a quantitative approach. The population for this research consists of 1,042,016 individuals, and the sample size is 200 respondents who are followers of the Instagram account ovo_id, selected through simple random sampling technique. The data are statistically processed using the Structural Equation Modeling (SEM) method. The findings of this research reveal that perceived ease of use and perceived usefulness have a positive and significant influence on the behavioral intention to use, as indicated by the critical ratio values that exceed the minimum value. This suggests a positive and significant relationship between perceived ease of use and perceived usefulness variables and the behavioral intention to use, simultaneously. It can be assumed that the better a company pays attention to perceived ease of use and perceived usefulness, the more favorable the behavioral intention to use that arises in consumers for that company. The highest contribution to forming the behavioral intention to use is provided by the clear and understandable dimension of perceived ease of use, whereas the lowest contribution comes from the flexible dimension. Among the dimensions of perceived usefulness, the effectiveness dimension has the highest contribution to the formation of behavioral intention to use, while the value dimension has the lowest contribution.