Analisis Perilaku Konsumen dalam Penggunaan Digital Wallet pada Usaha Mikro Kecil dan Menengah

Abstract

Along with the increasingly dynamic development of technology, most companies tend to use technology as a way to gain a competitive advantage, because the number of internet users in this country continues to grow, which reflects the size of the market. The internet is interconnected with each other, information and communication facilities are provided easily and quickly. Society can easily satisfy curiosity with the internet and especially in the business world, the flow of information and data can be accessed quickly to its users. This study aims to determine the effect of perceived ease of use, cashback promotion and social media marketing on the behavioral intention of DANA e-wallet users in Pekanbaru. This study uses quantitative research methods and uses a Likert scale as a measurement. The population used in this study is an unknown number of DANA application users in the city of Pekanbaru. The research sample is 180 respondents. Data collection was carried out through questionnaires distributed using Google forms to the people of Pekanbaru using a purposive sampling technique. The analysis of this study included instrument tests, classical assumption tests, and statistical tests which were processed with tools such as SPSS. The results of this study indicate that perceived ease of use has a positive and significant effect on behavioral intention, cashback promotion has a positive and significant effect on behavioral intention, social media marketing has a positive and significant effect on behavioral intention.