FAKTOR – FAKTOR PENYEBAB TIDAK MENGGUNAKAN DIGITAL PAYMENT (STUDI KASUS PADA OVO)
DOI:
https://doi.org/10.61769/jabs.v5i1.478Abstract
ABSTRACT
Technological advances that have been followed by the development of digital payments in Indonesia have grown rapidly. The low level of digital payment users in Indonesia is one of the reasons for the emergence of a new player in digital payments in Indonesia, namely OVO. The presence of OVO in the community will cause various factors that influence decision making to use it or not. This study aims to analyze what factors influence the decision not to use OVO. It uses the qualitative scope from macro to micro to obtain informants, and in order to obtain information that was selected as many as 6 people with the criteria not to use the OVO application. The data collection technique used was interviews, with the analysis technique used was descriptive qualitative using interactive analysis methods and then the data was checked using triangulation of sources. Based on the results, it was found that the factors that influence the use of OVO include personal factors and psychological factors.
Keywords: Cause of not using, digital payments, OVO
ABSTRAK
Kemajuan teknologi yang diikuti perkembangan digital payment di Indonesia sudah semakin pesat. Rendahnya tingkat pengguna digital payment di Indonesia menjadi salah satu alasan kemunculan pemain baru dalam digital payment di Indonesia yaitu OVO. Kehadiran OVO di tengah masyarakat akan menimbulkan beragam faktor yang mempengaruhi pengambilan keputusan untuk menggunakan atau tidak menggunakannya. Penelitian ini bertujuan untuk menganalisis faktor apa saja yang mempengaruhi keputusan penggunaan untuk tidak menggunakan OVO. Dalam penelitian ini, untuk penentuan informan digunakan penjabaran lingkup kualitatif dari makro sampai mikro sehingga didapatkan informan yang terpilih sebanyak 6 orang dengan kriteria tidak menggunakan aplikasi OVO. Teknik pengumpulan data yang digunakan adalah wawancara, dengan teknik analisa yang digunakan adalah deskriptif kualitatif menggunakan metode analisis interaktif lalu dilakukan pemeriksaan data menggunakan triangulasi sumber. Berdasarkan hasil penelitian, didapatkan bahwa faktor-faktor yang mempengaruhi keputusan penggunaan untuk tidak menggunakan OVO meliputi: Faktor Pribadi dan Faktor Psikologi.
Kata kunci: Penyebab tidak menggunakan, digital payment, OVO
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