Factors Influencing Intention To Use SpayLater in Indonesia
Factors Influencing Intention To Use SpayLater in Indonesia
Factors Influencing Intention To Use SpayLater in Indonesia
285-294
e-ISSN: 2621-1971|p-ISSN: 2088-7086
INTRODUCTION
Payments were initially made by barter, cash payments and cashless payments. One of the
cashless payment instruments is APMK (Alat Pembayaran Menggunakan Kartu) or card payment.
Bank Indonesia (BI) explained that the number of APMK user transactions is increasing from 2014
to 2020, but there was a decline in 2018 due to new policies. The increase in the use of APMK is in
line with the increase in the number of credit card transactions. Credit cards also experienced an
increase in the number of transactions from 2013 to 2019.
APMK is part of fintech, with the existence of fintech, payments can now be made remotely
and in a short time duration. IDX Director of Information Technology and Risk Management, Fithri
Perceived ease of use influences consumer attitudes because perceived ease of use can lead
to positive attitudes to consumers, the more consumers perceive the use of technology as easy to
understand, easy to use, and clear in the process, only then their attitude towards the technology
will be more positive (Sularso, 2012). Perceived ease of use of an application can affect attitudes in
the form of acceptance or rejection of an application. If an application that has just been introduced
by consumers is considered easy to use, the consumer will show a positive attitude or will accept
the application (Rifa'i, 2019).
H1: perceived ease of use positively impact attitude toward using the pay later payment system
Research on perceived usefulness is seen as the extent to which the use of technology can
complete shopping tasks more quickly, in terms of online shopping adoption (Ashraf et al., 2014).
Smartphone credit cards (SCC) offer benefits such as faster checkouts that are seen to be more
efficient and convenient. SCC also provides more security so that consumers do not need to carry
cash when shopping (Boon Ooi and Han Tan, 2016), this will positive effect on consumer attitudes.
If the use of online technology is considered beneficial, then consumer attitudes towards online
purchases will be positive. The proposed hypothesis is as follows
H2: perceived usefulness positively impact attitude toward using the pay later payment system
Perceived usefulness can be influenced by perceived ease of use because the easier a system
is to use, the more benefits the system will feel. The ease of using a system will create an impression
of the usefulness of the system itself. Easy-to-use technology can provide benefits to its users (Davis,
1989). Bailey et al. (2019) stated that if consumers perceive innovation as easy to use, it is likely that
this will increase their perception of the usefulness of the innovation.
H3: perceived ease of use positively impact perceived usefulness
Chen (2008) stated that m-payment services are most likely to be in demand when people
use services that match their lifestyle and social image. If innovation is following the needs,
lifestyles, and values of consumers, it will have a greater chance of being accepted by consumers
(Aslam, 2017). The emergence of a new mobile payment that is following one's lifestyle is expected
to cause positive feelings towards the use of the technology, and on the other hand, if the new
mobile payment is not under one's lifestyle, negative response will emerge upon using the system.
The proposed hypothesis is as follows:
H5: Perceived compatibility positively impact attitude toward using the pay later payment system
Intention to Use is the main dependent variable in studies based on TAM (Venkatesh et al.
2003), which is defined as the likelihood that a person will use the technology. TAM theory explains
that the main antecedent and main mediator of the influence of other variables on intention to use
is a person's attitude towards technology use (Davis, 1989). While the TRA theory explains that the
more positive the attitude towards a behaviour, the greater the intention to adopt a certain
behaviour. This theory also states that individual behaviour is motivated by attitudes. Research de-
Luna et al. (2016) found that attitude towards the system is the most important variable and this
confirms that attitude is the main precursor of intention. The proposed hypothesis is as follows:
H6: The attitude toward using positively impact intention to use the pay later payment system
Tan (2015) found that cost is an important factor in intention to use mobile payments.
Folorunso et al. (2006) said that one of the obstacles that affect adoption is cost, because hidden
transactions can add costs (Wu and Wang, 2005) and high costs are a crucial factor in adopting
mobile banking (Sadi and Noordin, 2010). Wu et al. (2006) stated that in the intention of adopting
the system, transaction costs for using services, maintenance and upgrade costs are obstacles. The
proposed hypothesis is as follows:
H7: perceived cost negatively impact intention to use the pay later payment system
Agarwal and Prasad (1998) argued that personal innovation in IT adoption is an important
factor explaining individual consumer adoption behaviour. Personal Innovativeness IT (PIIT) is
conceptualized as an individual's willingness to try information technology that is not influenced
by the environment or internal variables. Kim et al (2010) stated that some part of the citizen still
have little to no experience with new cellular services and therefore, innovation will play an
important role in the intention to adopt new cellular technologies. The proposed hypothesis is as
follows:
H8: personal innovativeness positively impact intention to use the pay later payment system
RESEARCH METHOD
This study uses quantitative methods by distributing surveys obtained from respondents'
answers through filling out online questionnaires. In this study, there are five exogenous variables,
namely perceived ease of use, perceived compatibility, perceived cost, personal innovativeness,
subjective norm and three endogenous variables, namely perceived usefulness, attitude toward
using and intention to use. The type of data source used is primary data obtained by respondents
related to the statement of intent using SPayLater and secondary data obtained from the Shopee
website. The population in this study is the Indonesian citizen who has a Shopee account with a
sample of 250 respondents obtained from the rule of thumb formula according to Hair et al. (2010).
Using a purposive side technique, the characteristics of the sample are made for those who have
made a transaction at the latest in the last three months on a Shopee account, have never used the
SPayLater payment method, have a verified Shopee account for more than 3 months and is required
to have an ID card.
The questionnaire is provided with five options as the answer, namely strongly agree, agree,
neutral, disagree and strongly disagree. The analytical technique used in this study is Structural
Model Equation (SEM) with Partial Least Square (PLS) software to test the measurement and the
structural model.
Based on the table loading factor, each indicator has met the limit value of > 0.5 so the
indicator is considered valid. All constructs have an AVE value > 0.5 indicating a good
measurement validity. For the reliability test, each indicator of each variable shows that the
composite reliability value is > 0.7 and the Cronbach's alpha value is > 0.6. It shows that each
indicator on the variable is declared reliable or consistent to be used as a measurement item on a
certain variable.
The table shows that the correlation value of certain constructs along with their indicators
is higher than other constructs. For example in one of the Attitude toward using (AT) indicators,
namely AT1, a value of 0.972 is shown which when compared with the value on intention to use
(IN) of 0.859 and perceived compatibility (PCP) of 0.777 where the AT value is higher than the two
variables, meaning all indicators in this study can be used to make valid measurements.
Inner Model Test
Attitude toward using has an R2 value of 0.743 which shows a strong influence, meaning
that 74.3% of the variation in the value of Attitude toward using can be justified by perceived ease
of use, Perceived Usefulness and perceived compatibility. Perceived Usefulness has an R2 value of
0.747 which indicates moderate quality, meaning that the Perceived Usefulness variable can be
predicted by perceived ease of use and perceived compatibility variables of 74.7%. Intention to use
has an R2 value of 0.792 which indicates a strong quality, meaning that the variable Intention to use
can be predicted by the variable Attitude toward using, perceived cost, subjective norm and
personal innovativeness of 79.2%. Based on the predictive relevance value, the model has a Q square
value of 0.9865 or 98.65% which indicates a good model as it is close to 1.
CONCLUSSION
The limitation of this study is the difficulty to generalize the diverse response.
Questionnaires were distributed through chat applications so that the samples obtained were not
necessarily representing the Indonesian citizen and special interviews were needed to be able to
obtain feedback as a more complete response. Also, As a suggestion for practitioners, due to the fact
that attitude toward using SPayLater has a positive effect on the intention to use SPayLater, Shopee
and PT. Lentera Dana as providers of SPayLater needs to create positive public attitudes towards
SPayLater through perceived usefulness. Hence, marketers need to increase the usability of the
SPayLater payment method. In this study, the subjective norm variable has the smallest effect on
the intention to use SPayLater. Therefore, marketers need to increase their number of users so that
potential users are under the impression that using SPayLater is a must. The community feels that
the SPayLater operational fee is high as well as the interest rate. Due to the aforementioned fact,
marketers need to pay attention to the fees charged to users. Respondents agree that the cost of
using SPayLater is higher than using other payment methods, so marketers need to provide more
benefits for users such as shipping insurance and loyalty for timely manner payment. Intention to
use SPayLater is included in the neutral category so marketers need to create public intention to use
SPayLater by introducing SPayLater's usefulness and ease of transaction.
The researcher suggests that in future research, the hypothesis that was rejected in this study
with a different and more spread-out respondent profile needs to be retested. Future research also
needs other variables that are still related to the object of research such as the quality of information
to find out whether it influences intention to use pay later.