ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI INTENSITAS PENGGUNAAN PAYLATER PADA PENGGUNA SHOPEE DI DAERAH KHUSUS IBUKOTA (DKI) JAKARTA

FITA GUSTI RANI, . (2025) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI INTENSITAS PENGGUNAAN PAYLATER PADA PENGGUNA SHOPEE DI DAERAH KHUSUS IBUKOTA (DKI) JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh positif dan signifikan faktor-faktor yang memengaruhi intensitas penggunaan Paylater pada aplikasi Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah pengguna Paylater pada aplikasi Shopee yang berusia 17–65 tahun dan berdomisili di wilayah Daerah Khusus Ibukota (DKI) Jakarta, serta memiliki niat untuk menggunakan Paylater pada aplikasi Shopee. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan metode purposive sampling, sehingga diperoleh jumlah sampel sebanyak 200 responden. Pengumpulan data dilakukan melalui kuesioner menggunakan skala Likert. Penelitian ini mengacu pada kerangka teori Unified Theory of Acceptance and Use of Technology (UTAUT) yang dikembangkan oleh Venkatesh et al. (2003), yang menyatakan bahwa adopsi teknologi dipengaruhi oleh empat konstruk utama yaitu performance expectancy, effort expectancy, social influence, dan facilitating conditions. Dalam penelitian ini, teori UTAUT diperluas dengan penambahan variabel lifestyle compatibility dan perceived trust untuk menyesuaikan dengan konteks penggunaan layanan keuangan digital seperti Paylater. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan pendekatan Partial Least Square (PLS), dan diolah menggunakan perangkat lunak SmartPLS versi 4. Hasil uji hipotesis menunjukkan bahwa variabel performance expectancy, effort expectancy, facilitating conditions, lifestyle compatibility, dan perceived trust berpengaruh positif dan signifikan terhadap intention to use. Namun, variabel social influence tidak memiliki pengaruh yang signifikan terhadap intention to use. Selain itu, berdasarkan uji t-statistic, kedua variabel moderasi yaitu age dan gender tidak memenuhi standar signifikansi*****This study aims to examine and analyze the positive and significant influence of factors affecting the intensity of PayLater usage on the Shopee application. A quantitative approach was used with a survey method. The population in this study consists of PayLater users on the Shopee application aged 17–65 years who reside in the Special Capital Region (DKI) of Jakarta and have the intention to use PayLater on the Shopee application. The sampling technique used was non-probability sampling with a purposive sampling method, resulting in a total sample of 200 respondents. Data were collected through a questionnaire using a Likert scale. This study is based on the Unified Theory of Acceptance and Use of Technology (UTAUT) framework developed by Venkatesh et al. (2003), which posits that technology adoption is influenced by four main constructs: performance expectancy, effort expectancy, social influence, and facilitating conditions. In this research, the UTAUT model is extended by adding lifestyle compatibility and perceived trust variables to better fit the context of digital financial services such as PayLater. Data analysis was conducted using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach and processed using SmartPLS version 4 software. The hypothesis testing results show that performance expectancy, effort expectancy, facilitating conditions, lifestyle compatibility, and perceived trust have a positive and significant effect on intention to use. However, social influence does not have a significant effect on intention to use. Furthermore, based on the t-statistic test, the two moderating variables, age and gender, did not meet the significance standards.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Terrylina Arvinta Monoarfa, SE., MM. 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Fita Gusti Rani .
Date Deposited:	06 Aug 2025 03:24
Last Modified:	06 Aug 2025 03:24
URI:	http://repository.unj.ac.id/id/eprint/58289

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