ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI INTENSITAS PENGGUNAAN PAYLATER PADA PENGGUNA SHOPEE DI DAERAH KHUSUS IBUKOTA (DKI) JAKARTA
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This study aims to examine the influence of various factors on the intensity of Paylater usage on the Shopee application using a quantitative approach through a survey method. The sample consisted of 200 Shopee Paylater users aged 17–65 in DKI Jakarta, selected using purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed with Structural Equation Modeling (SEM) using the Partial Least Square (PLS) approach via SmartPLS version 4. The study is based on the Unified Theory of Acceptance and Use of Technology (UTAUT) by Venkatesh et al. (2003), which includes four main constructs: performance expectancy, effort expectancy, social influence, and facilitating conditions. Two additional variables lifestyle compatibility and perceived trust as well as moderating variables age and gender were included. The analysis results show that performance expectancy, effort expectancy, facilitating conditions, lifestyle compatibility, and perceived trust have a positive and significant effect on intention to use. Meanwhile, social influence, age, and gender did not show a significant effect.
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