PENGARUH PERCEIVED EASE OF USE, PERCEIVED USEFULNESS DAN PAYMENT FLEXIBILITY PADA APLIKASI SHOPEE TERHADAP INTENTION TO USE PAYLATER SERVICES DAN USER EXPERIENCE SEBAGAI VARIABEL MODERASI

FILDZAH YULIANINGRUM, . (2025) PENGARUH PERCEIVED EASE OF USE, PERCEIVED USEFULNESS DAN PAYMENT FLEXIBILITY PADA APLIKASI SHOPEE TERHADAP INTENTION TO USE PAYLATER SERVICES DAN USER EXPERIENCE SEBAGAI VARIABEL MODERASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Ease of Use, Perceived Usefulness, dan Payment Flexibility terhadap Intention to Use layanan Shopee PayLater, dengan User Experience sebagai variabel moderasi. Layanan Buy Now, Pay Later (BNPL) seperti Shopee PayLater semakin diminati oleh masyarakat karena menawarkan kemudahan dan fleksibilitas dalam bertransaksi, namun tidak semua pengguna e-commerce tertarik menggunakannya. Hal ini menunjukkan adanya kesenjangan antara persepsi positif terhadap teknologi dan keputusan penggunaan aktual. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner dengan teknik pengambilan sampel purposive sampling yang dianalisis menggunakan metode PLS-SEM dengan bantuan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Payment Flexibility secara langsung berpengaruh positif dan signifikan terhadap Intention to Use Shopee PayLater, tetapi Perceived Ease of Use dan Perceived Usefulness tidak berpengaruh secara signifikan terhadap Intention to Use Shopee PayLater. Selain itu, User Experience terbukti memoderasi hubungan antara Perceived Ease of Use dan Intention to Use, serta antara Perceived Usefulness dan Intention to Use, namun tidak memoderasi hubungan antara Payment Flexibility dan Intention to Use. Penelitian ini memberikan implikasi teoritis terhadap pengembangan model TAM dan implikasi praktis bagi e-commerce dalam meningkatkan adopsi layanan digital berbasis pengalaman pengguna. ***** This study aims to analyze the effect of Perceived Ease of Use, Perceived Usefulness, and Payment Flexibility on Intention to Use Shopee PayLater services, with User Experience as a moderating variable. Buy Now, Pay Later (BNPL) services such as Shopee PayLater are increasingly in demand by the public because they offer convenience and flexibility in transactions, but not all e-commerce users are interested in using them. This shows that there is a gap between positive perceptions of technology and actual usage decisions. This study uses a quantitative approach with a survey method through a questionnaire with purposive sampling technique which is analyzed using the PLS-SEM method with the help of SmartPLS 4.0 software. The results show that payment flexibility has a direct positive and significant effect on the intention to use Shopee PayLater, but perceived ease of use and perceived usefulness do not affect the intention to use Shopee PayLater. In addition, User Experience was found to moderate the relationship between Perceived Ease of Use and Intention to Use, as well as between Perceived Usefulness and Intention to Use, but did not moderate the relationship between Payment Flexibility and Intention to Use. This study provides theoretical implications for the development of the TAM model and practical implications for e-commerce in increasing the adoption of user experience-based digital services.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, M.Bus. ; 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Fildzah Yulianingrum .
Date Deposited:	12 Aug 2025 03:53
Last Modified:	12 Aug 2025 03:53
URI:	http://repository.unj.ac.id/id/eprint/58730

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