ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI NIAT PENGGUNA PLATFORM FELLO DENGAN MODEL UTAUT2

• NGATENO

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ABSTRAK

ABSTRAK

Ngateno (11230055), Analisis Faktor-Faktor yang Memengaruhi Niat Pengguna Platform Fello dengan Model UTAUT2

Uang elektronik merupakan alat pembayaran berbasis digital yang semakin populer di masyarakat karena kemudahan dan kepraktisannya. Fello, salah satu platform uang elektronik, hadir menyediakan solusi pembayaran digital yang memberikan kemudahan dan biaya terjangkau untuk mendukung kebutuhan pengguna. Penelitian memiliki tujuan untuk menganalisis berbagai faktor yang memengaruhi niat pengguna menggunakan platform Fello dengan kerangka model Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Faktor yang dianalisis meliputi ekspektasi kinerja, ekspektasi usaha, pengaruh sosial, motivasi hedonis, nilai harga, dan niat pengguna. Penelitian dilakukan dengan pendekatan kuantitatif melalui survei kuesioner kepada 100 responden pengguna uang elektronik secara umum. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLSSEM) melalui perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa ekspektasi kinerja memiliki pengaruh signifikan positif terhadap niat pengguna (path coefficient 0.153, p-value 0.045), namun hipotesis ini ditolak karena interval kepercayaan 95% mencakup nilai nol (-0.006 hingga 0.297). Hal ini mengindikasikan ketidakstabilan pengaruh ekspektasi kinerja dalam memengaruhi niat pengguna. Ekspektasi usaha memberikan pengaruh signifikan positif (path coefficient 0.152, pvalue 0.020), sementara pengaruh sosial memberikan pengaruh signifikan negatif (path coefficient -0.206, p-value 0.015), bertentangan dengan arah yang dihipotesiskan. Motivasi hedonis memberikan pengaruh signifikan positif (path coefficient 0.255, p-value 0.010). Nilai harga menjadi faktor dengan pengaruh signifikan positif terbesar terhadap niat pengguna (path coefficient 0.585, p-value 0.000), dengan interval kepercayaan 95% (0.291 hingga 0.838) dan nilai f-square 0.344 menunjukkan pengaruh kuat dan stabil. Pentingnya nilai ekonomis dan pengalaman pengguna dalam meningkatkan niat menggunakan Fello, serta strategi untuk meningkatkan persepsi pengaruh sosial.

KATA KUNCI

FELLO dengan MODEL UTAUT2

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DAFTAR PUSTAKA

DAFTAR PUSTAKA

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