ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT MASYARAKAT SURABAYA TERHADAP PENGGUNAAN DOMPET DIGITAL GOPAY
Keywords:
Gopay; Fintech; Culture; Social; Individu; Price; Place; Promotion; Product
Abstract
This study aims to determine, explain, and analyze whether cultural, social, personal, psychological, price, place, promotion, and product factors affect the interest of the people of Surabaya city and also want to know whether the dominant factor influences the interest of Surabaya people in using the Gopay digital wallet. In this study, the population used was all Gopay digital wallet users in the city of Surabaya using the "purposive sampling" sampling technique method using the Lemeshow formula for determining the sample in this study obtained 103 respondents. The analysis used, factor analysis. Multiple linear regression calculations in this study used the SPSS 29.0 for windows program. The results showed that there were 4 factors formed, namely place, product, social, and personal. The place factor is the dominant factor based on the eigenvalue of 13.353 with a cumulative value of 51.358%.
Keywords: Gopay; Fintech; Culture; Social; Individu; Price; Place; Promotion; Product
References
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Labib, M. A. M., & Wibawa, B. M. (2019). Analisis Peta Kompetitor Industri Mobile Payment di Indonesia. Jurnal Sains Dan Seni ITS, 8(1). https://doi.org/10.12962/j23373520.v8i1.41789
Machkour, B., & Abriane, A. (2020). Industry 4.0 and its Implications for the Financial Sector. Procedia Computer Science, 177, 496–502. https://doi.org/10.1016/j.procs.2020.10.068
Marpaung, O., Purba, D. M., & Maesaroh, S. (2021). Analisis Faktor Yang Mempengaruhi Penggunaan Aplikasi Fintech Dan Dampaknya Terhadap Literasi Keuangan. Jurnal Akuntansi, 10(1), 98–106. https://doi.org/10.37932/ja.v10i1.278
Nurfadilah, D., & Samidi, S. (2021). How the Covid-19 Crisis Is Affecting Customers’ Intention To Use Islamic Fintech Services: Evidence From Indonesia. Journal of Islamic Monetary Economics and Finance, 7(1), 83–114. https://doi.org/10.21098/jimf.v7i0.1318
Prawita, D., Lukitaningsih, A., & Welsa, H. (2021). ANALISIS PRICE DISCOUNT DAN PERCEIVED USEFULNESS TERHADAP MINAT PEMBELIAN ULANG MENGGUNAKAN FINTECH MELALUI INTERVENING CUSTOMERS SATISFACTION (Studi Kasus Pada Pengguna Aplikasi Gopay di Kota Yogyakarta). Upajiwa Dewantara, 4(2), 147–160. https://doi.org/10.26460/mmud.v4i2.8796
Putera, A., & Wijaya, L. I. (2022). Affecting Factors Social Influence and Intention to Use on Gopay in Indonesia. Budapest International Research and Critics Institute (BIRCI-Journal). https://doi.org/10.33258/birci.v5i3.6413
Putra, W. E., Setiawan, D., & Olimsar, F. (2022). Analysis of the Factors That Influence the Behavior of the Millennial Generation to Use the Go PAY Digital Wallet. International Journal of Recent Technology and Engineering (IJRTE), 11(1), 15–18. https://doi.org/10.35940/ijrte.a6893.0511122
Putri, P. E. T., & Hascaryan, T. D. (2022). Faktor-Faktor yang Memengaruhi Minat Penggunaan Fintech Sebagai Alat Pembayaran Digital. Contemporary Studies in Economic, Finance and Banking, 1(4), 658–670.
Rachmadi, U. (2017). Karakteristik Uang Elektronik Dalam Sistem Pembayaran. Yuridika, 32(1), 134. https://doi.org/10.20473/ydk.v32i1.4431
Rosnidah, I., Muna, A., Musyaffi, A. M., & Siregar, N. F. (2019). Critical Factor of Mobile Payment Acceptance in Millenial Generation: Study on the UTAUT model. International Symposium on Social Sciences, Education, and Humanities, 306, 123–127. https://doi.org/10.2991/isseh-18.2019.30
Schiffman, Wisenblit, L. G., & L, J. (2015). Consumer behavior (11th ed.). PEARSON.
Setiadi, N. J. (2010). Perilaku konsumen: perspektif kontemporer pada motif, tujuan, dan keinginan konsumen.
Shahzad, A., Zahrullail, N., Akbar, A., Mohelska, H., & Hussain, A. (2022). COVID-19’s Impact on Fintech Adoption: Behavioral Intention to Use the Financial Portal. Journal of Risk and Financial Management, 15(10). https://doi.org/10.3390/jrfm15100428
Soraya, I., & Setyawan, A. (2020). Reposisi Citra melalui Logo Baru Gojek. Journal Komunikasi, 2(30), 129–136. https://ejournal.bsi.ac.id/ejurnal/index.php/jkom.index
Sulistyowati, R., Paais, L., & Rina, R. (2020). Persepsi Konsumen Terhadap Penggunaan Dompet Digital. ISOQUANT : Jurnal Ekonomi, Manajemen Dan Akuntansi, 4(1), 17. https://doi.org/10.24269/iso.v4i1.323
Susanti, T., & Rahmidani, R. (2022). Pengaruh Pengetahuan Produk dan Daya Tarik Promosi terhadap Minat Menggunakan Go-pay pada Kalangan Mahasiswa. Jurnal Ecogen, 5(2), 318. https://doi.org/10.24036/jmpe.v5i2.12871
Azmy, A., Subakrie, P., & Azhari, M. Z. (2020). the Factors That Influence Consumer Satisfaction on Gopay. BISMA: Jurnal Bisnis Dan Manajemen, 14(1), 10. https://doi.org/10.19184/bisma.v14i1.13449
Badri, M. (2020). Adopsi Inovasi Aplikasi Dompet Digital di Kota Pekanbaru. Inovbiz: Jurnal Inovasi Bisnis, 8(1), 120. https://doi.org/10.35314/inovbiz.v8i1.1335
Bank Indonesia. (2020). Apa Itu Uang Elektronik. Bi.Go.Id. https://www.bi.go.id/id/edukasi/Pages/Apa-itu-Uang-Elektronik.aspx
Barbu, C. M., Florea, D. L., Dabija, D. C., & Barbu, M. C. R. (2021). Customer experience in fintech. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1415–1433. https://doi.org/10.3390/jtaer16050080
Buchari, A. (2008). Manajemen Corporate & Strategi Pemasaran Jasa Pendidikan Fokus Pada Layanan Mutu dan Layanan Prima. Alfabeta.
Daqar, M. A. M. A., Arqawi, S., & Karsh, S. A. (2020). Fintech in the eyes of Millennials and Generation Z (the financial behavior and Fintech perception). Banks and Bank Systems, 15(3), 20–28. https://doi.org/10.21511/bbs.15(3).2020.03
Davis, F. D. (1989). 249008. Perceived Usefuness, Perceived Ease of Use and User Acceptance of Information Technology, 13(3), 1–23.
Departemen Komunikasi Bank Indonesia. (2018, December 1). Mengenal Financial Teknologi. Bi.Go.Id. https://www.bi.go.id/id/edukasi/Pages/mengenal-Financial-Teknologi.aspx
Departemen Statistik Bank Indonesia. (2022, December 15). Statistik Sistem Pembayaran dan Infrastruktur Pasar
Keuangan (SPIP) November 2022. Bi.Go.Id. https://www.bi.go.id/id/statistik/ekonomi-keuangan/spip/Pages/SPIP-November-2022.aspx
Devita, V. D. (2020). E-Wallet Lokal Masih Mendominasi Q2 2019-2020. https://iprice.co.id/trend/insights/top-e-wallet-di-indonesia-2020/
Dirwan, & Latief, F. (2020). Aspek Yang Mempengaruhi Minat Penggunaan Uang Digital di Kota Makassar. Jurnal Mirai Management, 6(1), 288–298.
Estisia Pratiwi, R., & Saefullah, K. (2022). The Use of Payment Technology Through Financial Literacy. Journal of Digital Innovation Studies, 1(1), 42–51. https://doi.org/10.24198/digits.v1i1.38516
Ferdiana, A. M. K., & Darma, G. S. (2019). Understanding Fintech Through Go-Pay. International Journal of Innovative Science and Research Technology, 4(2), 257–260.
Gojek.com. (2023). GoPay: Uang Elektronik / Dompet Digital Terbaik di Indonesia. https://www.gojek.com/gopay/
Hajli, M. N. (2014). Technological Forecasting & Social Change The. Technological Forecasting and Social Change, 87, 17–27. https://doi.org/10.1016/j.techfore.2014.05.012
Halim, F., Efendi, Butarbutar, M., Malau, A. R., & Sudirman, A. (2020). Constituents Driving Interest in Using E-Wallets in Generation Z. Proceeding on International Conference of Science Management Art Research Technology (IC-SMART), 1(1), 101–116. https://doi.org/10.31098/ic-smart.v1i1.32
Handayani, T., & Novitasari, A. (2020). Digital Wallet as a Transaction Media in The Community. IOP Conference Series: Materials Science and Engineering. https://doi.org/10.1088/1757-899X/879/1/012001
Indah, M., & Agustin, H. (2019). Penerapan Model Utaut (Unified Theory Of Acceptance And Use Of Technology) Untuk Memahami Niat Dan Perilaku Aktual Pengguna Go-Pay Di Kota Padang. Jurnal Eksplorasi Akuntansi, 1(4), 1949–1967. https://doi.org/10.24036/jea.v1i4.188
Kesumastuti, T. M. (2020). The Process of Adoption Interest in Using Digital Wallet in Central Jakarta (Case Study on Go-Pay Users). International Journal of Multicultural and Multireligious Understanding, 7(2), 277. https://doi.org/10.18415/ijmmu.v7i2.1463
Kotler, P. (2012). Principles of Marketing. Pearson Education Limited.
Kurtz, L. E., L, D., & Boone. (2014). Contemporaary Business: Pengantar Bisnis Kontemporer (13th ed.). Salemba Empat.
Labib, M. A. M., & Wibawa, B. M. (2019). Analisis Peta Kompetitor Industri Mobile Payment di Indonesia. Jurnal Sains Dan Seni ITS, 8(1). https://doi.org/10.12962/j23373520.v8i1.41789
Machkour, B., & Abriane, A. (2020). Industry 4.0 and its Implications for the Financial Sector. Procedia Computer Science, 177, 496–502. https://doi.org/10.1016/j.procs.2020.10.068
Marpaung, O., Purba, D. M., & Maesaroh, S. (2021). Analisis Faktor Yang Mempengaruhi Penggunaan Aplikasi Fintech Dan Dampaknya Terhadap Literasi Keuangan. Jurnal Akuntansi, 10(1), 98–106. https://doi.org/10.37932/ja.v10i1.278
Nurfadilah, D., & Samidi, S. (2021). How the Covid-19 Crisis Is Affecting Customers’ Intention To Use Islamic Fintech Services: Evidence From Indonesia. Journal of Islamic Monetary Economics and Finance, 7(1), 83–114. https://doi.org/10.21098/jimf.v7i0.1318
Prawita, D., Lukitaningsih, A., & Welsa, H. (2021). ANALISIS PRICE DISCOUNT DAN PERCEIVED USEFULNESS TERHADAP MINAT PEMBELIAN ULANG MENGGUNAKAN FINTECH MELALUI INTERVENING CUSTOMERS SATISFACTION (Studi Kasus Pada Pengguna Aplikasi Gopay di Kota Yogyakarta). Upajiwa Dewantara, 4(2), 147–160. https://doi.org/10.26460/mmud.v4i2.8796
Putera, A., & Wijaya, L. I. (2022). Affecting Factors Social Influence and Intention to Use on Gopay in Indonesia. Budapest International Research and Critics Institute (BIRCI-Journal). https://doi.org/10.33258/birci.v5i3.6413
Putra, W. E., Setiawan, D., & Olimsar, F. (2022). Analysis of the Factors That Influence the Behavior of the Millennial Generation to Use the Go PAY Digital Wallet. International Journal of Recent Technology and Engineering (IJRTE), 11(1), 15–18. https://doi.org/10.35940/ijrte.a6893.0511122
Putri, P. E. T., & Hascaryan, T. D. (2022). Faktor-Faktor yang Memengaruhi Minat Penggunaan Fintech Sebagai Alat Pembayaran Digital. Contemporary Studies in Economic, Finance and Banking, 1(4), 658–670.
Rachmadi, U. (2017). Karakteristik Uang Elektronik Dalam Sistem Pembayaran. Yuridika, 32(1), 134. https://doi.org/10.20473/ydk.v32i1.4431
Rosnidah, I., Muna, A., Musyaffi, A. M., & Siregar, N. F. (2019). Critical Factor of Mobile Payment Acceptance in Millenial Generation: Study on the UTAUT model. International Symposium on Social Sciences, Education, and Humanities, 306, 123–127. https://doi.org/10.2991/isseh-18.2019.30
Schiffman, Wisenblit, L. G., & L, J. (2015). Consumer behavior (11th ed.). PEARSON.
Setiadi, N. J. (2010). Perilaku konsumen: perspektif kontemporer pada motif, tujuan, dan keinginan konsumen.
Shahzad, A., Zahrullail, N., Akbar, A., Mohelska, H., & Hussain, A. (2022). COVID-19’s Impact on Fintech Adoption: Behavioral Intention to Use the Financial Portal. Journal of Risk and Financial Management, 15(10). https://doi.org/10.3390/jrfm15100428
Soraya, I., & Setyawan, A. (2020). Reposisi Citra melalui Logo Baru Gojek. Journal Komunikasi, 2(30), 129–136. https://ejournal.bsi.ac.id/ejurnal/index.php/jkom.index
Sulistyowati, R., Paais, L., & Rina, R. (2020). Persepsi Konsumen Terhadap Penggunaan Dompet Digital. ISOQUANT : Jurnal Ekonomi, Manajemen Dan Akuntansi, 4(1), 17. https://doi.org/10.24269/iso.v4i1.323
Susanti, T., & Rahmidani, R. (2022). Pengaruh Pengetahuan Produk dan Daya Tarik Promosi terhadap Minat Menggunakan Go-pay pada Kalangan Mahasiswa. Jurnal Ecogen, 5(2), 318. https://doi.org/10.24036/jmpe.v5i2.12871
Published
2023-08-31
How to Cite
Rahardi, F., & Marlena, N. (2023). ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT MASYARAKAT SURABAYA TERHADAP PENGGUNAAN DOMPET DIGITAL GOPAY. Jurnal Pendidikan Tata Niaga (JPTN), 11(2), 187-198. https://doi.org/10.26740/jptn.v11n2.p187-198
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