ADOPTION OF DIGITAL TRANSACTIONS AND CONSUMER PERCEPTIONS ON THE ON BOARD UNIT TO THE ACCESSIBILITY OF TRANSPORT SERVICES
Rahmadiani Indri Adi Putri (a), Pipit Fitriyah (b), Yanti Trianita (b)

(a) Faculty of Communication Sciences, Gunadarma University
(b) Faculty of Business Communication Management, Gunadarma University

Abstract

Penetration and the trend of digital transactions are increasingly widespread in the community. A new trend called "society without cash" targets the most productive and consumptive consumer groups and spearheads digital adopters. On Board Unit (OBU) is the latest digital transaction breakthrough that can be installed in the drivers car window to make it easier for users to transact without to stop and open the windshield. The purpose of this study is to analyze digital transaction receipts and consumer perceptions of accessibility of transportation services. This research method is quantitative, using multiple regression with SPSS software. The sample in this study were users of the OBU payment instrument with the accidental sampling method. The use of information technology and consumer perceptions of OBU payment instruments as digital transactions has a significant influence on the accessibility of transportation services. DailySocials research on the future of digital payments in Indonesia, as well as several indications that ensure users will switch to modern services. As many as 52.49% of the 1028 survey respondents stated that they are ready to switch to digital payment services, this is the basis of the OBU acceptance model, namely convenience, security, adequate information and the pleasure of transacting.

Keywords: Digital Adobter, Digital Transactions, Information Technology, Consumer Perception, Accessibility

Topic: Communication

Link: https://ifory.id/abstract-plain/hTJvkUbcfqtF

Web Format | Corresponding Author (Rahmadiani Indri Adi Putri)