Influence of Determinant Factors on the Adoption of the Shopee Paylater Payment System Against the Promotion of Company Brand Image - Mutiara Shofrina; Sita Deliyana Firmialy (SEIKO : Journal of Management & Business, 2022)
Abstract This study seeks to examine the impact of the Shopee paylater payment system's adoption on the company's brand image. Quantitative methods were used for this study. This study's data collection methods involved the distribution of questionnaires and measurement using a Likert scale. This research was undertaken with active Shopee paylater users or those who have utilized this transaction service. SEM-PLS was then utilized to examine the survey results. This study was conducted with 127 samples in the city of Bandung. The results indicated that trust, perceived utility, and comparative advantage are the factors that affect Shopee paylater usage. Thus, according to the findings of this study, the perceived ease of use has no significant effect on the desire to utilize Shopee paylater. Keywords: Financial Adoption, Shopee, Shopee paylater, Technology Finance, Trust. Relative Advantage, Perceived Ease of Use, Perceived Usefulness, and Brand Image. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh determinan faktor dari adopsi sistem pembayaran Shopee paylater terhadap peningkatan brand image perusahaan. Jenis penelitian ini adalah penelitian kuantitatif. Teknik pengumpulan data dalam penelitian dilakukan dengan cara menyebarkan kuesioner dan diukur dengan menggunakan skala likert. Penelitian ini dilakukan pada pengguna aktif atau pun yang pernah menggunakan Shopee paylater sebagai alat transaksi. Hasil Kuesioner kemudian dianalisis dengan menggunakan Teknik Structural Equation Modeling-Partial Least Square (SEM-PLS). Penelitian ini dilakukan di kota Bandung dengan sampel 127. Hasil penelitian menunjukan bahwa factor yang dapat mempengaruhi seseorang dalam menggunakan Shopee paylater adalah trust, perceived usefulness, dan relative advantage. Dengan begitu, berdasarkan hasil penelitian ini perceived ease of use atau kemudahan tidak berpengaruh signifikan terhadap minat untuk menggunakan Shopee paylater. Kata Kunci: Finansial Teknologi, Adopsi Finansial, Shopee, Shopee Paylater, Trust, Perceived Ease Of Use, Perceived Usefulness, Relative Advantage, Brand Image