MENGUKUR PENGARUH KEMUDAHAN DAN KENYAMANAN DALAM MENDORONG NIAT PENGGUNAAN ULANG PEMBAYARAN DIGITAL DI PROVINSI BALI
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Dwi Ayu Putri Pradyandari
Gusti Ngurah Joko Adinegara
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Persepsi Kemudahan Penggunaan terhadap Niat Penggunaan Ulang yang dimediasi oleh Kenyamanan Dirasakan dalam penggunaan digital payment oleh masyarakat di Provinsi Bali. Dengan menggunakan desain deskriptif kuantitatif dan pendekatan asosiatif, penelitian ini melibatkan 178 responden yang dipilih melalui teknik purposive sampling. Responden terdiri dari pengguna digital payment berusia minimal 17 tahun, berdomisili di Bali, dan telah menggunakan layanan tersebut setidaknya dua kali dalam sebulan terakhir. Pengujian data dilakukan dengan metode Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa Persepsi Kemudahan Penggunaan memiliki pengaruh positif yang signifikan terhadap Kenyamanan Dirasakan, yang pada gilirannya memediasi hubungan antara Persepsi Kemudahan Penggunaan dan Niat Penggunaan Ulang. Nilai koefisien jalur untuk pengaruh mediasi menunjukkan adanya Complementary (partial mediation), yang berarti Kenyamanan Dirasakan berperan penting dalam mendorong niat pengguna untuk tetap menggunakan digital payment. Penelitian ini juga menemukan bahwa adopsi digital payment di Bali terus tumbuh, meskipun tantangan berupa kesenjangan digital di beberapa wilayah masih perlu diatasi. Kesimpulannya, peningkatan literasi digital dan akses internet yang merata diperlukan agar seluruh masyarakat dapat merasakan manfaat inklusi keuangan dari digital payment.
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
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