The Effect Of Perceived Ease Of Use And Perceived Usefulness On The Satisfaction Of The Use Of OVO Transactions On Grab Application Users
The Effect of Perceived Ease of Use and Perceived Usefulness on the Satisfaction of OVO Transactions on Grab Application Users
Introduction
The development of financial technology (fintech) has revolutionized the way we conduct payment transactions. Gone are the days of face-to-face transactions and the use of cash; today, transactions can be done remotely and practically in seconds. One such example is the OVO Cash Digital Payment Service, which is integrated with the Grab Online Transportation Application. OVO Cash allows users to pay Grab tariffs online without the need for cash. This study aims to examine the effect of perceived ease of use (perceived ease of use) and perceived usefulness (perceived use) on the satisfaction of Grab users at Sun Plaza Medan.
Background
The integration of OVO Cash with the Grab application has made transactions more convenient and efficient for users. However, the success of this integration depends on various factors, including the user's perception of ease of use and perceived usefulness. Perceived ease of use reflects how easy the user feels the OVO transaction process is, while perceived usefulness shows how useful users assess the OVO feature in helping transactions. Understanding the effect of these factors on user satisfaction is crucial for the development of digital services.
Methodology
This study employed a quantitative research method, with 100 respondents who visited Sun Plaza Medan as a sample. The sampling technique used was purposive, and data was collected through a questionnaire with a Likert scale. The data was then analyzed using instrument tests, classic assumption tests, multiple linear regression analysis, multiple correlation analysis, and hypothesis testing with SPSS.
Results
The results of this study showed that the perception of ease of use had a partial influence of 22% on user satisfaction. This means that while ease of use is an important factor, it is not the only factor that affects user satisfaction. On the other hand, perceived usefulness had a more dominant influence of 47.4% on user satisfaction. This suggests that Grab users are more affected by the benefits felt from OVO in increasing their satisfaction, compared to the ease of use.
Simultaneous Effect
The results of the study also showed the simultaneous effect of the perception of ease of use and perceived usefulness on user satisfaction, which was 69.4%. This means that both factors have a significant impact on user satisfaction, and the rest was explained by other factors that were not examined in this study.
Conclusion
In conclusion, both the perception of ease of use and perceived usefulness have an effect on the satisfaction of Grab users at Sun Plaza Medan. However, perceived usefulness has a more dominant influence. This suggests that in developing digital services, aspects of the benefits offered to users are important factors in increasing satisfaction. Therefore, service providers should focus on developing features that provide benefits to users, rather than just making the process easy to use.
Implications
The findings of this study have several implications for service providers, policymakers, and researchers. Firstly, service providers should focus on developing features that provide benefits to users, rather than just making the process easy to use. Secondly, policymakers should create an environment that encourages the development of digital services that provide benefits to users. Finally, researchers should continue to study the factors that affect user satisfaction in digital services.
Limitations
This study has several limitations. Firstly, the sample size was limited to 100 respondents, which may not be representative of the larger population. Secondly, the study only examined the effect of perceived ease of use and perceived usefulness on user satisfaction, and did not examine other factors that may affect user satisfaction. Finally, the study was conducted in a specific context, and the findings may not be generalizable to other contexts.
Future Research Directions
Future research should aim to examine the effect of other factors on user satisfaction in digital services. Additionally, researchers should continue to study the factors that affect user satisfaction in different contexts. Furthermore, researchers should explore the development of digital services that provide benefits to users, and examine the impact of these services on user satisfaction.
References
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Appendix
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Table of Contents
- Introduction
- Background
- Methodology
- Results
- Simultaneous Effect
- Conclusion
- Implications
- Limitations
- Future Research Directions
- References
- Appendix
Keywords
- Perceived ease of use
- Perceived usefulness
- User satisfaction
- Digital services
- OVO Cash
- Grab application
Q&A: The Effect of Perceived Ease of Use and Perceived Usefulness on the Satisfaction of OVO Transactions on Grab Application Users
Q: What is the main focus of this study?
A: The main focus of this study is to examine the effect of perceived ease of use (perceived ease of use) and perceived usefulness (perceived use) on the satisfaction of Grab users at Sun Plaza Medan.
Q: What is perceived ease of use?
A: Perceived ease of use reflects how easy the user feels the OVO transaction process is. It is a measure of how simple and straightforward the process is for the user.
Q: What is perceived usefulness?
A: Perceived usefulness shows how useful users assess the OVO feature in helping transactions. It is a measure of how beneficial the OVO feature is to the user.
Q: What was the methodology used in this study?
A: This study employed a quantitative research method, with 100 respondents who visited Sun Plaza Medan as a sample. The sampling technique used was purposive, and data was collected through a questionnaire with a Likert scale.
Q: What were the results of this study?
A: The results of this study showed that the perception of ease of use had a partial influence of 22% on user satisfaction. While perceived usefulness had a more dominant influence of 47.4% on user satisfaction.
Q: What does this mean for service providers?
A: This means that service providers should focus on developing features that provide benefits to users, rather than just making the process easy to use.
Q: What are the implications of this study for policymakers?
A: Policymakers should create an environment that encourages the development of digital services that provide benefits to users.
Q: What are the limitations of this study?
A: This study has several limitations, including a limited sample size and a focus on only two factors that affect user satisfaction.
Q: What are the future research directions for this study?
A: Future research should aim to examine the effect of other factors on user satisfaction in digital services, and continue to study the factors that affect user satisfaction in different contexts.
Q: What are the key takeaways from this study?
A: The key takeaways from this study are that perceived usefulness has a more dominant influence on user satisfaction than perceived ease of use, and that service providers should focus on developing features that provide benefits to users.
Q: How can this study be applied in real-world settings?
A: This study can be applied in real-world settings by service providers who want to develop digital services that provide benefits to users, and policymakers who want to create an environment that encourages the development of such services.
Q: What are the potential applications of this study?
A: The potential applications of this study include the development of digital services that provide benefits to users, and the creation of an environment that encourages the development of such services.
Q: What are the potential limitations of this study?
A: The potential limitations of this study include the limited sample size and the focus on only two factors that affect user satisfaction.
Q: How can this study be replicated?
A: This study can be replicated by using a similar methodology and sample size, and by examining the effect of other factors on user satisfaction in digital services.
Q: What are the potential implications of this study for the development of digital services?
A: The potential implications of this study for the development of digital services include the need for service providers to focus on developing features that provide benefits to users, and the need for policymakers to create an environment that encourages the development of such services.
Q: What are the potential implications of this study for user satisfaction?
A: The potential implications of this study for user satisfaction include the need for service providers to focus on developing features that provide benefits to users, and the need for policymakers to create an environment that encourages the development of such services.
Q: What are the potential implications of this study for the Grab application?
A: The potential implications of this study for the Grab application include the need for the company to focus on developing features that provide benefits to users, and the need for policymakers to create an environment that encourages the development of such services.
Q: What are the potential implications of this study for OVO Cash?
A: The potential implications of this study for OVO Cash include the need for the company to focus on developing features that provide benefits to users, and the need for policymakers to create an environment that encourages the development of such services.