Perception of intellectual customers on the readiness of traditional market merchants to adopt digital payment

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Batara, Tri Rachman (2021) Perception of intellectual customers on the readiness of traditional market merchants to adopt digital payment. Undergraduate thesis, IPMI Business School.

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Abstract

Indonesia digital economy is growing very fast, expanded 11% in 2020. This global phenomenon happens along with vast growth of technology. Smartphone penetration is 72,1% in 2021 and estimated to reach 239 million user or 82.5% of population in 2026. Digital payment is also rocketing, as affected by Covid-19 pandemic, from 70 million user in 2017 to 158.7 or 57% penetration rate in 2021. Traditional market is playing a strategic role in social economy, however, the implementation of digital payment is still low, estimated 6% of traditional retailer adopt the system. This research is to investigate digital payment adoption by merchants in Jabodetabek traditional markets, by analyzing perception and opinion of intellectual customers represented by 91 respondents, using technology acceptance model and PLS-SEM with SmartPLS software. The results are, perceived ease of use, perceived risk of using, and perceived availability of tools and equipment are significantly affect the perceived willingness to accept digital payment (PWTA), and the PWTA is significantly affecting the perception on merchant readiness to adopt the system (PoMR). The R2 values of the two endogenous constructs: PWTA and PoMR, are 0.517 and 0.570, which conclude the model has moderate explanatory power. Meanwhile, the hypothesis H1, H2, H3 and H4 are supported with path coefficient 0.235, - 0.163, 0.499 and 0.755 respectively. The research also found that availability of tools and equipment is affecting the most to merchant willingness to accept digital payment. Related parties, i.e. government, should provide this to improve digital payment adoption in traditional market.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions
Divisions:	Thesis > Master of Business Administration
Depositing User:	Dede Faujiah
Date Deposited:	17 Jun 2022 03:13
Last Modified:	17 Jun 2022 03:13
URI:	http://repository.ipmi.ac.id/id/eprint/1466

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