Digital payment dan Pengaruhnya Terhadap Niat Perilaku Konsumen Generasi Z Muslim Pada Marketplace Halal: Perspektif Dari UTAUT2

Yan Putra Timur

Abstract


Penelitian ini bertujuan untuk meneliti faktor-faktor yang mempengaruhi penggunaan digital payment pada marketplace halal terhadap niat perilaku konsumen  dengan menggunakan pendekatan UTAUT2 (Unified Theory of Acceptance Technology). Metode penelitian yang digunakan adalah kuantitatif dengan menggunakan PLS-SEM sebagai model evaluasi. Responden yang digunakan adalah generasi Z atau responden yang lahir diatas tahun 1995. Masing-masing variabel diukur dengan menggunakan skala yang telah dikembangkan dari penelitian sebelumnya dengan menggunakan skala likert 1 sampai dengan 5. Hasil penelitian menemukan bahwa terdapat 2 (dua) indikator UTAUT2 yaitu performance expectancy dan effort expectancy yang memberikan pengaruh yang positif terhadap penggunaan digital payment pada marketplace halal terhadap niat perilaku konsumen. Untuk meningkatkan dan mempertahankan konsumen dan pangsa pasar. Para pelaku usaha harus mampu mendesain marketplace halal yang terintegrasi dengan system digital payment yang ramah dan mudah digunakan oleh konsumen.

The industrial revolution 4.0 and the COVID-19 pandemic have provided many changes and challenges for consumers and businesses. Companies can adapt quickly to changes by adopting new technologies in order to be more efficient, transparent, and able to retain customers and market share. This study aims to examine the factors that influence the use of digital payments in the halal marketplace on consumer behavioral intentions using the UTAUT2 (Unified Theory of Acceptance Technology) approach. The research method used is quantitative using PLS-SEM as an evaluation model. The respondents used are Generation Z or respondents born above 1995. Each variable is measured using a scale that has been developed from previous research using a Likert scale of 1 to 5. The results of the study found that there were 2 (two) indicators of UTAUT2, namely performance expectations and efforts that have a positive influence on the use of digital payments in the halal marketplace on consumer behavioral intentions. To increase and maintain consumer and market share. Business actors must be able to design a halal market that is integrated with a digital payment system that is friendly and easy to use by consumers.


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