The Influence of Ease of Use, Hedonic Motivation, Trust and Price Value on Intention to use Shopee Paylater in Indonesia - Dalam bentuk pengganti sidang - Rancangan Karya Akhir

M. IVANDA VATRIADY HARDIANA PUTRA

Informasi Umum

Kode

25.04.074

Klasifikasi

000 - General Works

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Business Marketing

Dilihat

236 kali

Informasi Lainnya

Abstraksi

This study aims to analyze the factors influencing the intention to use Shopee PayLater in Indonesia by focusing on ease of use, hedonic motivation, trust, and price value. Utilizing a quantitative approach, data were collected from 210 respondents who were active users of Shopee PayLater. The study employed multiple linear regression analysis to examine the effects of these factors on users’ intentions. The results reveal that hedonic motivation, trust, and price value positively and significantly influence the intention to use Shopee PayLater, while ease of use does not have a significant impact. Hedonic motivation emerged as the most dominant factor, highlighting the importance of creating enjoyable experiences for users. Trust was found to reduce perceived risks and enhance users' confidence in the service, while price value played a crucial role in determining users' decisions, particularly when the perceived benefits outweighed the costs. The insignificant effect of ease of use suggests that respondents are already familiar with digital technologies, making this factor less critical. These findings provide practical implications for Shopee and other financial technology service providers to focus on strategies that enhance emotional experiences, build trust through data security and transparency, and offer competitive pricing to attract and retain users. The study contributes to the literature on financial technology adoption by demonstrating the relevance of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) in understanding consumer behavior in emerging markets like Indonesia.