OVO Product Users' Sustainable Desire as an Challenger on Digital Payment Market (Case Study in West Jakarta)


Authors : Nuriman Novianto; Didik J. Rachbini; Endi Rekarti

Volume/Issue : Volume 5 - 2020, Issue 7 - July

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/3jNgmdq

DOI : 10.38124/IJISRT20JUL332

This research aims to discover of which factor that could increase those sustainable desire of OVO digital wallet users in West Jakarta. Population based on research were user from OVO digital wallet in West Jakarta. Those sample was amounted to 310 respondents with nonprobability sampling technique as its technique preferably . To answer those problem formulation, objectives and hypothesis regarding this research, so it was sort of by Structural Equation Model (SEM) analysis tool and using IBM SPSS AMOS version 22 tools. These reseach has results which shown that: Product quality has an good and strongly reacted over sustainable desire. Ease of use also has peak and positive towards impact to sustainable desire. The merchant's image has an conclusive and remarkable influence towarda sustainable desire. Online promotion has beneficial and significant impact over sustainable desire. While Customer Perceived value has practical reaction towards sustainable desire. Not of that this Customer perceived value also could transform as an intervere variable which affects product quality, ease of use, merchant's image and online promotion to continuous interest to use OVO digital wallets.

Keywords : Product quality, easy to use, merchant image, online promotion, customer perceived value and sustainable desire

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