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Konseptualisasi Pengalaman Pengguna Terhadap Intensi Penggunaan Fitur Hasil Kolaborasi Bank Jago dan Gojek: Penerapan Diffusion of Innovation Theory dan Brand Alliances = Conceptualization Of User Experience on Intention to Use Collaboration Features of Bank Jago and Gojek: An Application of the Diffusion of Innovation Theory and Brand Alliances

Keiko Aaliya Hernowo Putri; Achmad Nizar Hidayanto, supervisor; Fathia Prinastiti Sunarso, supervisor; Widia Resti Fitriani, examiner (Fakultas Ilmu Komputer Universitas Indonesia, 2023)

 Abstrak

Perkembangan teknologi memberikan dampak positif terutama dalam industri keuangan, terbukti transaksi
keuangan semakin bergeser ke arah digital. Banyak perusahaan menciptakan dompet digital atau bank digital
sebagai solusi keuangan. Dengan kondisi 48% masyarakat Indonesia tidak memiliki rekening bank padahal tingkat
penetrasi pengguna smartphone sudah di angka 67,88% menjadi peluang kolaborasi bagi Bank Jago dan Gojek
untuk meningkatkan inklusi keuangan di Indonesia. Penelitian ini dilakukan untuk mengetahui pengalaman
pengguna terhadap intensi penggunaan dari fitur hasil kolaborasi Bank Jago dan Gojek yang ditinjau dengan
diffusion of innovation theory dan brand alliances. Penelitian dilakukan menggunakan mixed-method, pendekatan
kualitatif dengan grounded theory dan pendekatan kuantitatif dengan PLS-SEM pada 431 responden. Pengalaman
pengguna yang berhasil diidentifikasi pada tahap kualitatif adalah integration, design, flexibility, efficiency, dan
financial benefit. Pada tahap kuantitatif diperoleh intention to use dipengaruhi perceived compatibility, perceived
relative advantages, attitude toward alliances, dan brand trust. Adapun perceived compatibility dipengaruhi
efficiency dan financial benefit, sedangkan perceived relative advantages dipengaruhi integration, flexibility,
efficiency, dan financial benefit. Penelitian ini dapat menambah pengetahuan terkait inovasi kolaborasi produk
digital dan dapat dikembangkan pada penelitian selanjutnya. Penelitian ini bermanfaat bagi pengembang produk
digital terutama yang bergerak di bidang financial technology, masyarakat, dan pemerintah Indonesia dalam
menciptakan ekosistem keuangan yang lebih baik.

Technological advancements have had a positive impact, particularly in the financial industry, as evidenced by the
increasing shift towards digital financial transactions. Many companies are racing to create digital wallets or digital
banks as financial solutions. With 48% of the Indonesian population not having a bank account, despite a
smartphone user penetration rate of 67.88%, this situation presents a collaboration opportunity for Bank Jago and
Gojek to enhance financial inclusion in Indonesia. This research was conducted to understand user experiences
and intentions regarding the collaborative features of Bank Jago and Gojek, using the diffusion of innovation
theory and brand alliances as frameworks. The study employed a mixed-method approach, with qualitative analysis
using grounded theory and quantitative analysis using PLS-SEM on 431 respondents. User experiences identified
in the qualitative phase included integration, design, flexibility, efficiency, and financial benefits. In the
quantitative phase, it was found that intention to use is influenced by perceived compatibility, perceived relative
advantages, attitude toward alliances, and brand trust. Perceived compatibility is influenced by efficiency and
financial benefits, while perceived relative advantages are influenced by integration, flexibility, efficiency, and
financial benefits. This research contributes to the understanding of collaborative innovation in digital product
development and can be further expanded in future studies. Moreover, it provides valuable insights for digital
product developers, Indonesian society and government in creating a better financial ecosystem.

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No. Panggil : S-pdf
Entri utama-Nama orang :
Entri tambahan-Nama orang :
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Subjek :
Penerbitan : Depok: Fakultas Ilmu Komputer Universitas Indonesia, 2023
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : computer
Tipe Carrier : online resource
Deskripsi Fisik : xxiv, 180 pages ; illustration ; 28 cm + appendix
Naskah Ringkas : https://lib.ui.ac.id/unggah/system/files/node/2023/1/keiko.aaliya/20240320_104439_keiko_aaliya_hernowo_putri-skripsi-naskah_ringkas-2023.docx
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI
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