The Influence of Perceived Ease of Use and Perceived Usefulness on the Behavior Intention Digital Payment Ovo in Pematangsiantar City

Oct 13, 2025 by talynt.org 89 views

The Influence of Perceived Ease of Use and Perceived Usefulness on the Behavior Intention Digital Payment Ovo in Pematangsiantar City

Introduction

The rapid development of digital technology has brought significant changes to various aspects of life, including the payment system. In Indonesia, the government encourages cashless programs for the community with various programs that are run. As financial technology growth, people are increasingly interested in non-cash transactions. One of the popular digital payment platforms in Indonesia is OVO. The dominance of OVO use compared to other digital payment applications creates a variety of perceptions about the benefits and ease of access offered by the platform.

Background

The use of digital payment platforms has become increasingly popular in Indonesia, with OVO being one of the leading players in the market. The platform offers a range of features and benefits that make it an attractive option for users. However, the success of OVO depends on various factors, including the user's perception of the ease of use and usefulness of the platform. This study aims to examine the effect of perception of ease of use (perceived ease of use) and perception of usefulness (perceived usefulness) on the intention to use Digital OVO payments in Pematangsiantar City.

Methodology

This study uses an associative quantitative approach with the population of all OVO users in Pematangsiantar City. The research sample amounted to 100 people chosen by Purposive non-probability sampling technique. Primary data obtained through the distribution of online questionnaires using Google Form, while secondary data are collected through literature study. Data were analyzed using validity, reliability, normality, multicollinearity, heteroscedasticity, multiple regression, partial tests, simultaneous tests, and determination coefficient tests through SPSS software.

Results

The results showed that the perceived ease of use had a significant and positive effect on the intention of using OVO with a significance value of 0.015 <0.05 and a positive regression coefficient of 0.286. That is, the easier time users feel the use of OVO, the higher their intention to use the platform. On the other hand, perceived usefulness has no significant effect on the intention of using OVO, with a significance value of 0.146> 0.05 and T-count 1,466 <1,984. This shows that the user's perception of the use of OVO is not a major factor in determining the intention of use. Nevertheless, Perceived Usefulness has a positive regression coefficient of 0.352, indicating that the higher the perception of the use of OVO, the more likely the user to use it.

Discussion

The simultaneous test results show that perceived ease of use and perceived usefulness jointly have a significant effect on the intention to use OVO with an influence level of 37.4%. That is, 37.4% of variance in the intention to use OVO can be explained by the two variables, while the remaining 62.6% are influenced by other factors outside the research model. This study has several implications for the development of OVO marketing strategies in Pematangsiantar City. First, OVO needs to continue to increase the ease of use of its platforms by optimizing existing features, increasing user data security and privacy, and providing clear and easy to understand guidelines. Second, OVO needs to increase the perception of the use of its platforms by offering attractive offers and promos, expanding merchant networks that work together, and establish partnerships with various other digital platforms. Third, OVO needs to consider other factors that might affect the intention of use, such as perceptions of trust in the platform, social influence, and culture of the Pematangsiantar City community.

Conclusion

This study has several limitations, namely only focusing on two variables, namely perceived ease of use and perceived usefulness, as well as using limited samples. Further research can be done by considering other variables, such as risk perceptions, trust, and social influence, as well as using broader samples to get more generalized results.

Implications

The findings of this study have several implications for the development of OVO marketing strategies in Pematangsiantar City. First, OVO needs to continue to increase the ease of use of its platforms by optimizing existing features, increasing user data security and privacy, and providing clear and easy to understand guidelines. Second, OVO needs to increase the perception of the use of its platforms by offering attractive offers and promos, expanding merchant networks that work together, and establish partnerships with various other digital platforms. Third, OVO needs to consider other factors that might affect the intention of use, such as perceptions of trust in the platform, social influence, and culture of the Pematangsiantar City community.

Future Research Directions

References

[1] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-339.
[2] Venkatesh, V., & Davis, F. D. (2000). A model of the antecedents of perceived ease of use: Development and test. Decision Sciences, 31(2), 219-247.
[3] Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351-370.

Limitations

Conclusion

In conclusion, this study has provided insights into the effect of perceived ease of use and perceived usefulness on the intention to use Digital OVO payments in Pematangsiantar City. The findings of this study have several implications for the development of OVO marketing strategies in Pematangsiantar City. First, OVO needs to continue to increase the ease of use of its platforms by optimizing existing features, increasing user data security and privacy, and providing clear and easy to understand guidelines. Second, OVO needs to increase the perception of the use of its platforms by offering attractive offers and promos, expanding merchant networks that work together, and establish partnerships with various other digital platforms. Third, OVO needs to consider other factors that might affect the intention of use, such as perceptions of trust in the platform, social influence, and culture of the Pematangsiantar City community.
Q&A: The Influence of Perceived Ease of Use and Perceived Usefulness on the Behavior Intention Digital Payment Ovo in Pematangsiantar City

Frequently Asked Questions

Q: What is the main objective of this study?

A: The main objective of this study is to examine the effect of perception of ease of use (perceived ease of use) and perception of usefulness (perceived usefulness) on the intention to use Digital OVO payments in Pematangsiantar City.

Q: What is the significance of this study?

A: This study is significant because it provides insights into the factors that influence the intention to use Digital OVO payments in Pematangsiantar City. The findings of this study can be used to develop effective marketing strategies for OVO in the city.

Q: What are the limitations of this study?

A: This study has several limitations, namely only focusing on two variables, namely perceived ease of use and perceived usefulness, as well as using limited samples. Further research can be done by considering other variables, such as risk perceptions, trust, and social influence, as well as using broader samples to get more generalized results.

Q: What are the implications of this study for OVO marketing strategies in Pematangsiantar City?

A: The findings of this study have several implications for the development of OVO marketing strategies in Pematangsiantar City. First, OVO needs to continue to increase the ease of use of its platforms by optimizing existing features, increasing user data security and privacy, and providing clear and easy to understand guidelines. Second, OVO needs to increase the perception of the use of its platforms by offering attractive offers and promos, expanding merchant networks that work together, and establish partnerships with various other digital platforms. Third, OVO needs to consider other factors that might affect the intention of use, such as perceptions of trust in the platform, social influence, and culture of the Pematangsiantar City community.

Q: What are the future research directions for this study?

Q: What are the benefits of using Digital OVO payments in Pematangsiantar City?

A: The benefits of using Digital OVO payments in Pematangsiantar City include increased convenience, reduced transaction time, and improved security. Additionally, Digital OVO payments can help to reduce the risk of cash-based transactions and promote a cashless economy.

Q: What are the challenges of using Digital OVO payments in Pematangsiantar City?

A: The challenges of using Digital OVO payments in Pematangsiantar City include limited awareness and understanding of the platform, limited access to digital devices, and limited trust in the platform. Additionally, there may be concerns about data security and privacy.

Conclusion

In conclusion, this Q&A article provides insights into the influence of perceived ease of use and perceived usefulness on the behavior intention digital payment Ovo in Pematangsiantar City. The findings of this study have several implications for the development of OVO marketing strategies in Pematangsiantar City. Further research can be done by considering other variables, such as risk perceptions, trust, and social influence, as well as using broader samples to get more generalized results.

References

[1] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-339.
[2] Venkatesh, V., & Davis, F. D. (2000). A model of the antecedents of perceived ease of use: Development and test. Decision Sciences, 31(2), 219-247.
[3] Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351-370.