Perkembangan teknologi memberikan dampak positif terutama dalam industri keuangan, terbukti transaksikeuangan semakin bergeser ke arah digital. Banyak perusahaan menciptakan dompet digital atau bank digitalsebagai solusi keuangan. Dengan kondisi 48% masyarakat Indonesia tidak memiliki rekening bank padahal tingkatpenetrasi pengguna smartphone sudah di angka 67,88% menjadi peluang kolaborasi bagi Bank Jago dan Gojekuntuk meningkatkan inklusi keuangan di Indonesia. Penelitian ini dilakukan untuk mengetahui pengalamanpengguna terhadap intensi penggunaan dari fitur hasil kolaborasi Bank Jago dan Gojek yang ditinjau dengandiffusion of innovation theory dan brand alliances. Penelitian dilakukan menggunakan mixed-method, pendekatankualitatif dengan grounded theory dan pendekatan kuantitatif dengan PLS-SEM pada 431 responden. Pengalamanpengguna yang berhasil diidentifikasi pada tahap kualitatif adalah integration, design, flexibility, efficiency, danfinancial benefit. Pada tahap kuantitatif diperoleh intention to use dipengaruhi perceived compatibility, perceivedrelative advantages, attitude toward alliances, dan brand trust. Adapun perceived compatibility dipengaruhiefficiency dan financial benefit, sedangkan perceived relative advantages dipengaruhi integration, flexibility,efficiency, dan financial benefit. Penelitian ini dapat menambah pengetahuan terkait inovasi kolaborasi produkdigital dan dapat dikembangkan pada penelitian selanjutnya. Penelitian ini bermanfaat bagi pengembang produkdigital terutama yang bergerak di bidang financial technology, masyarakat, dan pemerintah Indonesia dalammenciptakan ekosistem keuangan yang lebih baik.
Technological advancements have had a positive impact, particularly in the financial industry, as evidenced by theincreasing shift towards digital financial transactions. Many companies are racing to create digital wallets or digitalbanks as financial solutions. With 48% of the Indonesian population not having a bank account, despite asmartphone user penetration rate of 67.88%, this situation presents a collaboration opportunity for Bank Jago andGojek to enhance financial inclusion in Indonesia. This research was conducted to understand user experiencesand intentions regarding the collaborative features of Bank Jago and Gojek, using the diffusion of innovationtheory and brand alliances as frameworks. The study employed a mixed-method approach, with qualitative analysisusing grounded theory and quantitative analysis using PLS-SEM on 431 respondents. User experiences identifiedin the qualitative phase included integration, design, flexibility, efficiency, and financial benefits. In thequantitative phase, it was found that intention to use is influenced by perceived compatibility, perceived relativeadvantages, attitude toward alliances, and brand trust. Perceived compatibility is influenced by efficiency andfinancial benefits, while perceived relative advantages are influenced by integration, flexibility, efficiency, andfinancial benefits. This research contributes to the understanding of collaborative innovation in digital productdevelopment and can be further expanded in future studies. Moreover, it provides valuable insights for digitalproduct developers, Indonesian society and government in creating a better financial ecosystem. |
S-Keiko Aaliya Hernowo Putri.pdf :: Unduh