Consumer Behavior Analysis in Using the Digital Payment Application
Radhi Aditya, Fandis Ekyawan
Master of Management, Faculty of Economics and Business, Universitas Indonesia
Jl. Salemba Raya No. 4, Senen, Kota Jakarta Pusat
Abstract
This study analyzes the relationship of perception and preferences on satisfaction and the usage rate of the digital payment system and the comparison of test differences between gender and age groups. To conclude the research, we also analyze the relationship of usage rate to habit of using the digital payment system. The perception dimensions include ease of use, usefulness, trust, hedonism, social, self-efficacy, attitude, and security. For the preference, factors that were studied are the types of transactions carried out on the digital payment system. For the satisfaction, factors that were studied are the level of user satisfaction in the digital payment system. For the dimensions of the usage rate, the items are the user intensity in using the digital payment applications. The data collected from the respondents were analyzed using the correlation test, linear regression test, the analysis of variance test (ANOVA), and Chi-Square test. From the research, we can conclude that there is a relationship between perception and satisfaction, satisfaction and preference, perception and preference. The relationship of perception, satisfaction, and preference to application usage rate is partially supported, and the relationship of usage rate and habit in using the applications is also supported.
Keywords: Consumer Behavior; Digital Payment;
Topic: Marketing Management