Analisis Persepsi Manfaat, Kemudahan Dan Kepuasan Konsumen Terhadap Niat Penggunaan Aplikasi Tring By Pegadaian Di Yogyakarta Dengan Pendekatan Technology Acceptance Model (TAM)
DOI:
https://doi.org/10.37385/6fy63e85Keywords:
Tring by Pegadaian, Technology Acceptence Model, Layanan Keuangan DigitalAbstract
Tingkat pengguna aktif aplikasi Tring by Pegadaian di wilayah Yogyakarta masih pada kondisi yang belum stabil, meskipun berbagai kemudahan telah ditawarkan untuk efisiensi konsumen. Data transaksi yang fluktuatif mengindikasikan sebagian konsumen belum sepenuhnya memanfaatkan aplikasi secara berkelanjutan. Kondisi ini menunjukkan adanya kesenjangan antara potensi layanan digital dengan perilaku konsumen yang berada di lapangan. Penelitian ini memiliki tujuan dalam menganalisis persepsi konsumen terhadap manfaat, kemudahan penggunaan, dan kepuasan terhadap niat penggunaan aplikasi Tring by Pegadaian. Pendekatan yang digunakan yaitu Technology Acceptence Model (TAM) yang dikombinasi dengan variabel satisfaction dan familiarity. Data dikumpulkan dengan menggunakan survei daring melalui teknik purposive sampling kepada konsumen yang menggunakan aplikasi di wilayah Yogyakarta. Hasil penelitian ini menggambarkan keberhasilan dari adopsi aplikasi Tring by Pegadaian tidak hanya dipengaruhi oleh manfaat yang dirasakan oleh konsumen, tetapi juga dapat bergantung pada tingkat kemudahan aplikasi tersebut saat konsumen mengaksesnya. Oleh sebab itu, kualitas layanan digital dari PT Pegadaian perlu untuk ditingkatkan, seperti pada akses kemudahan dalam menggunakan aplikasi agar meningkatkan kepuasan konsumen dan mendorong untuk menggunakan aplikasi secara berkelanjutan. Harapan dari penelitian ini juga dapat memberikan kontribusi praktis bagis perusahaan dalam menyusun strategi perusahaan untuk mengembangkan layanan digital.
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