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FAKTOR-FAKTOR YANG MEMPENGARUHI ATTITUDE TO USE

ELECTRONIC WALLET DAN IMPLIKASINYA TERHADAP BEHAVIORAL

INTENTION TELAAH PADA PENGGUNA SHOPEEPAY

SKRIPSI

Diajukan sebagai salah satu syarat untuk memperoleh gelar

Sarjana Ekonomi (S.E.)

Nama : Angela

Nim : 13130110091

Fakultas : Bisnis

Program Studi : Manajemen

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

Faktor-faktor yang..., Angela, FB UMN, 2019

iv

ABSTRAK

Shopee merupakan salah satu e-commerce yang paling sering digunakan oleh masyarakat Indonesia. Banyak masyarakat Indonesia yang mulai beralih kepada belanja online. Hal ini didukung dengan perkembangan teknologi dan internet yang semakin canggih dan pesat membuat banyak para pelaku usaha yang memulai dan memperluaskan bisnisnya ke era digital, yaitu melalui online. Semakin banyaknya layanan e-commerce di Indonesia membuat Shopee juga ikut mengembangkan usahanya dengan cara meluncurkan electronic wallet-nya sendiri yang dinamai ‘ShopeePay’. ShopeePay diharapkan dapat memberikan kemudahan bagi seluruh pengguna Shopee yang ingin berbelanja dalam e-commerce Shopee akan tetapi tidak memiliki rekening bank.

Melalui ShopeePay, pengguna dapat mempercepat proses transaksi belanja sehingga mereka tidak perlu repot atau meluangkan waktunya untuk pergi ke ATM terdekat atau ke minimarket seperti Indomaret atau Alfamart. Maka dari itu, peneliti tertarik untuk meneliti mengenai electronic wallet yang diluncurkan oleh Shopee yaitu ShopeePay sehingga dompet elektronik ini dapat terus memberikan benefit dan usefulness bagi penggunanya agar ShopeePay dapat juga digunakan diluar platform Shopee untuk kedepannya.

Tujuan dari penelitian ini adalah untuk melihat faktor-faktor apa saja yang mempengaruhi Behavioral Intention pengguna dompet elektronik ShopeePay untuk tetap menggunakan ShopeePay dalam melakukan transaksi pembelian pada e-commerce Shopee dengan menggunakan Technology Acceptance Model (TAM) bersamaan dengan Perceived Benefit dan Perceived Risks (Perceived Performance Risk, Perceived Financial Risk, dan Perceived Security Risk).

Oleh karena itu, peneliti ingin meneliti mengenai faktor apa saja yang mempengaruhi behavioral intention pengguna ShopeePay, dengan menggunakan faktor Perceived Usefulness (PU), Perceived Ease Of Use (PEU), Perceived Benefit (PB), Perceived Performance Risk (PPR), Perceived Financial Risk (PFR), Perceived Security Risk (PSR), dan Attitude To Use Electronic Wallet (ATT) dengan melibatkan 170 responden dengan menggunakan screening berupa pemilik akun Shopee yang sudah pernah memakai dompet elektronik ShopeePay sebanyak 1 kali transaksi pada e-commerce ShopeePay.

Dari hasil penelitian ini, menunjukan bahwa adanya hubungan positif antara Perceived Usefulness (PU), Perceived Benefit (PB), Perceived Performance Risk (PPR), Perceived Financial Risk (PFR), Perceived Security Risk (PSR) terhadap Attitude To Use Electronic Wallet (ATT), dan Attitude To Use Electronic Wallet (ATT) terhadap Behavioral Intention (BI).

Kata kunci: Perceived Usefulness, Perceived Ease Of Use, Perceived Benefit,

Perceived Performance Risk, Perceived Financial Risk, Perceived Security Risk, Attitude To Use Electronic Wallet, Behavioral Intention.


v

ABSTRACT

Shopee is one of the most frequently used e-commerce by Indonesian people. Many Indonesian people are starting to switch to online shopping. This is supported by the increasingly sophisticated and rapid development of technology and the internet that has made many business people start and expand their business into the digital era, namely through online. The increasing number of e-commerce services in Indonesia makes Shopee also develop its business by launching its own electronic wallet called 'ShopeePay'. ShopeePay is expected to provide convenience for all Shopee users who want to shop in e-commerce Shopee but do not have a bank account.

Through ShopeePay, users can speed up the process of shopping transactions so that they don't have to bother or take the time to go to the nearest ATM or to a minimarket like Indomaret or Alfamart. Therefore, researchers are interested in researching the electronic wallet launched by Shopee namely ShopeePay so that this electronic wallet can continue to provide benefits and usefulness to its users so that ShopeePay can also be used outside the Shopee platform for the future.

The purpose of this study is to see what factors influence Behavioral Intention of ShopeePay electronic wallet users to continue to use ShopeePay in conducting purchase transactions on e-commerce Shopee by using the Technology Acceptance Model (TAM) along with Perceived Benefit and Perceived Risks (Perceived Performance Risk, Perceived Financial Risk, and Perceived Security Risk).

Therefore, researchers want to examine the factors that influence the behavioral intention of ShopeePay users, using Perceived Usefulness (PU), Perceived Benefit (PB), Perceived Performance Risk (PPR), Perceived Financial, and Perceived Financial factors. Risk (PFR), Perceived Security Risk (PSR), and Attitude To Use Electronic Wallet (ATT) involving 170 respondents by using screening in the form of Shopee account holders who have used ShopeePay electronic wallets for 1 time transaction on e-commerce ShopeePay.

From the results of this study, it shows that there is a positive relationship between Perceived Usefulness (PU), Perceived Benefit (PB), Perceived Performance Risk (PPR), Perceived Financial Risk (PFR), Perceived Security Risk (PSR) on Attitude To Use Electronic Wallet ( ATT), and Attitude To Use Electronic Wallet (ATT) against Behavioral Intention (BI).

Keywords: Perceived Usefulness, Perceived Ease Of Use, Perceived Benefit, Perceived Performance Risk, Perceived Financial Risk, Perceived Security Risk, Attitude To Use Electronic Wallet, Behavioral Intention.


vi

INSPIRING QUOTES

There Will Be Obstacles.

There Will Be Doubters.

There Will Be Mistakes.

But With Hard Work,

There Are No Limits. -Michael Phelps


vii

KATA PENGANTAR

Puji syukur penulis panjatkan kepada Tuhan Yang Maha Esa atas rahmat dan

keberkahan-Nya sehingga penulis dapat menyelesaikan skripsi ini dengan sebaik-

baiknya dan sesuai dengan waktu yang telah ditentukan, dengan judul “Faktor-

Faktor Yang Mempengaruhi Attitude To Use Electronic Wallet Dan Implikasinya

Terhadap Behavioral Intention Telaah Pada Pengguna Shopeepay”.

Adapun tujuan dari penulisan skripsi ini adalah sebagai salah satu syarat

untuk menyelesaikan pendidikan Strata 1 (satu) Program Studi Manajemen di

Universitas Multimedia Nusantara. Penulis telah mendapatkan banyak pengalaman

dan ilmu pengetahuan selama proses penulisan skripsi ini. sekiranya skripsi ini dapat

memberikan pengetahuan kepada pembaca mengenai ilmu pemasaran khususnya

dalam pengaruh perceived usefulness, perceived ease of use, perceived benefit,

perceived performance risk, perceived financial risk, perceived security risk terhadap

attitude to use mobile banking serta implikasinya terhadap behavioral intention.

Dalam penyusunan laporan skripsi ini, penulis sempat mengalami beberapa

hambatan. Namun berkat bantuan, bimbingan, arahan serta dukungan dan saran dari

berbagai pihak, maka penulis diberikan kelancaran dalam penyusunan laporan skripsi.

Oleh karena itu, penulis ingin mengucapkan terima kasih yang sebesar-besarnya

kepada:

1. Ibu Purnamaningsih, S.E., M.S.M., selaku dosen pembimbing yang selalu

meluangkan waktunya untuk membimbing, memberikan petunjuk, nasihat dan

juga motivasi bagi penulis selama proses pembuatan skripsi ini hingga selesai.


viii

2. Seluruh Dosen Program Studi Manajemen Universitas Multimedia Nusantara

yang telah memberikan banyak ilmu kepada penulis selama masa perkuliahan

sehingga penulis dapat menyelesaikan skripsi ini dengan baik.

3. Orang tua penulis yang selalu memberikan doa serta dukungan untuk penulis

agar dapat menyelesaikan segala urusan dengan baik dan tepat waktu.

4. Aldi Rivaldi yang selalu menemani dan mengantarkan penulis, serta

memberikan doa, dukungan dan juga semangat untuk penulis agar dapat

menyelesaikan skripsi ini dengan baik dan tepat waktu.

5. Teman-teman seperjuangan skripsi penulis, Devie Siauw, Suversen, Calvin,

Jovian Rintis yang bersama-sama mengerjakan laporan ini di Dunkin’ Donuts

dan juga kampus hingga larut malam, dan bersedia membantu dan selalu

memberikan dukungan serta saran kepada penulis agar dapat menyelesaikan

skripsi ini dengan baik dan tepat waktu.

6. Gedy Ginanda dan Felix Wirawan yang telah membantu dan mengajarkan

penulis untuk mengoperasikan perangkat lunak Lisrel versi 8.80.

7. Teman-teman grup Totalitas Tanpa Batas yang telah memberikan semangat

dan motivasi serta masukan dalam mengerjakan laporan skripsi ini.

8. Teman-teman penulis dari awal masuk perkuliahan sampai saat ini yang sudah

memiliki jalannya masing-masing, Elsafira Ismaya dan Natalia, yang selalu

memberikan dukungan dan semangat agar penulis dapat menyelesaikan

laporan skripsi ini.


x

DAFTAR ISI

PENGESAHAN LAPORAN SKRIPSI ................................................................................. ii

PERNYATAAN ORISINALITAS SKRIPSI ....................................................................... iii

ABSTRAK .............................................................................................................................. iv

ABSTRACT .............................................................................................................................. v

INSPIRING QUOTES ........................................................................................................... vi

KATA PENGANTAR ........................................................................................................... vii

DAFTAR ISI............................................................................................................................ x

DAFTAR GAMBAR ............................................................................................................. xv

DAFTAR TABEL ............................................................................................................... xvii

BAB I PENDAHULUAN ........................................................................................................ 1

1.1 Latar Belakang ................................................................................................................ 1

1.2 Rumusan Masalah ......................................................................................................... 14

1.3 Pertanyaan Penelitian .................................................................................................... 16

1.4 Tujuan Penelitian .......................................................................................................... 16

1.5 Manfaat Penelitian ........................................................................................................ 17

1.6 Batasan Penelitian ......................................................................................................... 18

1.7 Sistematika Penulisan ................................................................................................... 19

BAB II LANDASAN TEORI ................................................................................................ 2

2.1 Marketing ........................................................................................................................ 2

2.2 E-Marketing .................................................................................................................. 23

2.3 E-Commerce ................................................................................................................. 24

2.4 Perceived Usefulness .................................................................................................... 25

2.5 Perceived Ease Of Use .................................................................................................. 26

2.6 Perceived Benefit .......................................................................................................... 27

2.7 Perceived Risk ............................................................................................................... 28

2.7.1 Perceived Performance Risk .................................................................................. 29

2.7.2 Perceived Financial Risk ....................................................................................... 30

2.7.3 Perceived Security Risk .......................................................................................... 31

2.8 Attitude To Use Electronic Wallet ................................................................................ 32


xi

2.9 Behavioral Intention ..................................................................................................... 33

2.10 Pengembangan Hipotesis ............................................................................................ 34

2.10.1 Hubungan antara Perceived Usefulness dengan Attitude To Use Electronic Wallet

........................................................................................................................................ 34

2.10.2 Hubungan antara Perceived Ease Of Use dengan Attitude To Use Electronic

Wallet .............................................................................................................................. 35

2.10.3 Hubungan antara Perceived Benefit dengan Attitude To Use Electronic Wallet . 36

2.10.4 Hubungan antara Perceived Performance Risk dengan Attitude To Use Electronic

Wallet .............................................................................................................................. 37

2.10.5 Hubungan antara Perceived Financial Risk dengan Attitude To Use Electronic

Wallet .............................................................................................................................. 37

2.10.6 Hubungan antara Perceived Security Risk dengan Attitude To Use Electronic

Wallet .............................................................................................................................. 38

2.10.7 Hubungan antara Attitude To Use Electronic Wallet dengan Behavioral Intention

........................................................................................................................................ 39

2.11 Penelitian Terdahulu ................................................................................................... 39

2.12 Model Penelitian ......................................................................................................... 47

BAB III METODOLOGI PENELITIAN .......................................................................... 22

3.1 Gambaran Umum Penelitian ......................................................................................... 22

3.2 Desain Penelitian .......................................................................................................... 56

3.3 Prosedur Penelitian ....................................................................................................... 58

3.4 Populasi dan Sampel ..................................................................................................... 59

3.4.1 Sample Unit ............................................................................................................ 59

3.4.2 Time Frame ............................................................................................................ 60

3.4.3 Sample Size ............................................................................................................ 60

3.4.4 Sampling Techniques ............................................................................................. 61

3.5 Identifikasi Variabel Penelitian ..................................................................................... 63

3.5.1 Variabel Eksogen ................................................................................................... 63


xii

3.5.2 Variabel Endogen ................................................................................................... 64

3.5.3 Variabel Teramati .................................................................................................. 64

3.6 Definisi Operasional Variabel ....................................................................................... 65

3.7 Teknik Pengolahan Analisis Data ................................................................................. 73

3.7.1 Metode Analisis Data Pre-Test Menggunakan Faktor Analisis ............................. 73

3.7.2 Metode Analisis Data dengan Structural Equation Model (SEM) ........................ 76

3.7.3 Model Pengukuran (Measurement Model)............................................................. 80

3.8 Model Keseluruhan Penelitian (Path Diagram) ........................................................... 85

3.9 Analisis Hubungan Kausal ............................................................................................ 86

3.10 Koefisien Determinasi (R2) ......................................................................................... 88

BAB IV ANALISIS DAN PEMBAHASAN ....................................................................... 89

4.1 Deskripsi Hasil Penelitian ............................................................................................. 89

4.2 Profil Responden ........................................................................................................... 89

4.2.1 Profil Responden Berdasarkan Jenis Kelamin ....................................................... 89

4.2.2 Profil Responden Berdasarkan Usia ...................................................................... 90

4.2.3 Profil Responden Berdasarkan Profesi................................................................... 91

4.2.4 Profil Responden Berdasarkan Domisili ................................................................ 92

4.3 Analisis Deskriptif ........................................................................................................ 92

4.3.1 Perceived Usefulness ............................................................................................. 94

4.3.2 Perceived Ease Of Use ........................................................................................... 95

4.3.3 Perceived Benefit ................................................................................................... 96

4.3.4 Perceived Performance Risk .................................................................................. 98

4.3.5 Perceived Financial Risk ....................................................................................... 99

4.3.6 Perceived Security Risk ........................................................................................ 101

4.3.7 Attitude To Use Electronic wallet ........................................................................ 102

4.3.8 Behavioral Intention ............................................................................................ 103


xiii

4.4 Uji Instrumen .............................................................................................................. 104

4.4.1 Uji Validitas Pre-Test .......................................................................................... 104

4.4.2 Uji Reliabilitas Pre-Test....................................................................................... 106

4.5 Hasil Analisa Data Structural Equation Modeling (SEM) ......................................... 108

4.5.1 Hasil Analisis Goodness of Fit Measurement Model ........................................... 109

4.5.2 Hasil Analisis Model Pengukuran (Measurement Model) ................................... 110

4.5.3 Hasil Analisis Goodness-of-Fit Structural Model ................................................ 118

4.5.4 Hasil Analisis Model Struktural (Structural Model) ............................................ 119

4.6 Pembahasan................................................................................................................. 127

4.6.1 Hasil Uji Pengaruh Perceived Usefulness terhadap Attitude To Use Electronic

wallet ............................................................................................................................. 127

4.6.2 Hasil Uji Pengaruh Perceived Ease Of Use terhadap Attitude To Use Electronic

wallet ............................................................................................................................. 128

4.6.3 Hasil Uji Pengaruh Perceived Benefit terhadap Attitude To Use Electronic wallet

...................................................................................................................................... 129

4.6.4 Hasil Uji Pengaruh Perceived Performance Risk terhadap Attitude To Use

Electronic wallet ........................................................................................................... 130

4.6.5 Hasil Uji Pengaruh Perceived Financial Risk terhadap Attitude To Use Electronic

wallet ............................................................................................................................. 131

4.6.6 Hasil Uji Pengaruh Perceived Security Risk terhadap Attitude To Use Electronic

wallet ............................................................................................................................. 132

4.6.7 Hasil Uji Pengaruh Attitude To Use Electronic Wallet terhadap Behavioral

Intention ........................................................................................................................ 133

4.7 Implikasi Manajerial ................................................................................................... 134

4.7.1 Upaya meningkatkan Attitude To Use Electronic Wallet melalui Perceived

Usefulness ..................................................................................................................... 134


Performance Risk .......................................................................................................... 137


xiv


Financial Risk ............................................................................................................... 139

4.7.4 Upaya meningkatkan Attitude To Use Electronic Wallet melalui Perceived Security

Risk ................................................................................................................................ 139

4.7.5 Upaya meningkatkan Behavioral Intention melalui Attitude To Use Electronic

Wallet ............................................................................................................................ 141

BAB V KESIMPULAN DAN SARAN ............................................................................. 143

5.1 Kesimpulan ................................................................................................................. 143

5.2 Saran ........................................................................................................................... 146

5.2.1 Saran Bagi Perusahaan ......................................................................................... 146

5.2.2 Saran Untuk Penelitian Selanjutnya ..................................................................... 147

DAFTAR PUSTAKA .......................................................................................................... 148

LAMPIRAN......................................................................................................................... 159


xv

DAFTAR GAMBAR

Gambar 1.1 Indonesia, Pasar E-Commerce Terbesar ASEAN ..................................... 2

Gambar 1.2 Data Pendapatan E-Commerce di Indonesia Tahun 2017 ......................... 3

Gambar 1.3 Pola Perilaku Belanja Online .................................................................... 4

Gambar 1.4 Pengaruh Promosi Terhadap Perilaku Berbelanja Masyarakat Indonesia 5

Gambar 1.5 Logo E-Commerce Shopee ....................................................................... 8

Gambar 1.6 Sepuluh E-Commerce dengan Jumlah Pengunjung Terbanyak ................ 9

Gambar 1.7 E-Commerce yang Paling Banyak Dicari Tahun 2017 ........................... 10

Gambar 1.8 Daftar Kategori Fintech di Indonesia Tahun 2017.................................. 13

Gambar 2.1 The Marketing Process:Creating and Capturing Customer Value ........... 2

Gambar 2.2 Model Penelitian ..................................................................................... 48

Gambar 3.1 Kategori Produk Dalam Website Shopee ................................................ 22

Gambar 3.2 Acara Roadshow Kampus Shopee Tahun 2018 ...................................... 22

Gambar 3.3 Program Gratis Ongkos Kirim Shopee.................................................... 52

Gambar 3.4 Tampilan Tahapan Verifikasi Penarikan Saldo ShopeePay .................... 55

Gambar 3.5 Marketing Research Design .................................................................... 56

Gambar 3.6 Sampling Techniques............................................................................... 62

Gambar 3.7 Variabel Eksogen .................................................................................... 63

Gambar 3.8 Variabel Endogen .................................................................................... 64

Gambar 3.9 Model Pengukuran Perceived Usefulness ............................................... 80

Gambar 3.10 Model Pengukuran Perceived Ease Of Use .......................................... 81

Gambar 3.11 Model Pengukuran Perceived Benefit ................................................... 81

Gambar 3.12 Model Pengukuran Perceived Performance Risk.................................. 82

Gambar 3.13 Model Pengukuran Perceived Financial Risk ....................................... 82

Gambar 3.14 Model Pengukuran Perceived Security Risk ......................................... 83

Gambar 3.15 Model Pengukuran Attitude To Use Electronic Wallet ......................... 83

Gambar 3.16 Model Pengukuran Behavioral Intention .............................................. 84


xvi

Gambar 3.17 One Tailed Test ..................................................................................... 88

Gambar 4.1 Persentase Jumlah Responden Berdasarkan Jenis Kelamin .................... 89

Gambar 4.2 Persentase Jumlah Responden Berdasarkan Usia ................................... 90

Gambar 4.3 Persentase Jumlah Responden Berdasarkan Profesi ............................... 91

Gambar 4.4 Persentase Jumlah Responden Berdasarkan Domisili ............................. 92

Gambar 4.5 Measurement Model Path Diagram Standardized Solution ................. 110

Gambar 4.6 Measurement Model Path Diagram T-Values ...................................... 111

Gambar 4.7 Structural Model Path DiagramT-Values ............................................. 121

Gambar 4.8 Structural Model Path Diagram Estimates ........................................... 122

Gambar 4.9 Contoh Ilustrasi Mengenai Informasi Manfaat Dari ShopeePay .......... 135

Gambar 4.10 Contoh Ilustrasi Metode Pembayaran Untuk Top Up ShopeePay ...... 137

Gambar 4.11 Contoh Ilustrasi Kompensasi Cashback .............................................. 138

Gambar 4.12 Contoh Ilustrasi Kode OTP yang Dikirimkan Oleh Shopee ............... 140

Gambar 4.13 Contoh Ilustrasi Pemberian Cashback untuk Pengisian ShopeePay ... 141


xvii

DAFTAR TABEL

Tabel 2.1 Penelitian Terdahulu ................................................................................... 40

Tabel 3.1 Definisi Operasionalisasi Variabel Penelitian............................................. 66

Tabel 3.2 Uji Validitas ................................................................................................ 74

Tabel 3.3 perbandingan Ukuran Goodness-of-Fit (GOF) ........................................... 77

Tabel 4.1 Skala Interval 5 Kategori ............................................................................ 93

Tabel 4.2 Penilaian Responden Terhadap Variabel Perceived Usefulness ................. 94

Tabel 4.3 Penilaian Responden Terhadap Variabel Perceived Ease of Use ............... 95

Tabel 4.4 Penilaian Responden Terhadap Variabel Perceived Benefit ....................... 96

Tabel 4.5 Penilaian Responden Terhadap Variabel Perceived Performance Risk ..... 98

Tabel 4.6 Penilaian Responden Terhadap Variabel Perceived Financial Risk ........... 99

Tabel 4.7 Penilaian Responden Terhadap Variabel Perceived Security Risk ........... 101

Tabel 4.8 Penilaian Responden Terhadap Variabel Attitude To Use Electronic Wallet

................................................................................................................................... 102

Tabel 4.9 Penilaian Responden Terhadap Variabel Perceived Behavioral Intention103

Tabel 4.10 Uji Validitas Pre-Test ............................................................................. 105

Tabel 4.11 Uji Reliabilitas Pre-Test.......................................................................... 106

Tabel 4.12 Hasil Analisis Goodness of Fit Measurement Model.............................. 109

Tabel 4.13 Hasil Uji Validitas Terhadap Measurement Model................................. 112

Tabel 4.14 Kesimpulan dan Analisis Reliabilitas ..................................................... 117

Tabel 4.15 Hasil Analisa Goodness of Fit pada Structural Model ........................... 118

Tabel 4.16 Hasil Analisis Structural Model .............................................................. 123


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