Pengaruh Perceived Ease Of Use dan Keamanan Terhadap Perilaku Konsumtif Pengguna Ovo di Kota Medan

Abstract

Over the course of time, more innovations are developing. One of them is the development of technology that is growing, especially in increasingly sophisticated payment systems in which Indonesia grows rapidly since the covid 19 pandemic. One of the most widely used payment systems in Indonesia is OVO. OVO is a digital payment that provides many conveniences in transactions where smartphone users can make payment transactions on their phone. This study aims to determine the effect of perceived ease of use and security on the consumptive behavior of OVO users in Medan. The research method that is used in this study is quantitative research with an associative approach. The population in this study are all OVO users in Medan who are still actively using OVO until now with a sample of 100 respondents with the sampling used was purposive sampling technique. The primary data used in this study was obtained from respondents through a questionnaire distributed by google form, while the secondary data was obtained by literature study. The data analysis methods used were validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of this research indicate that the perceived ease of use variable (X1) and the security variable (X2) have a significant effect on consumptive behavior. In other words, variables of perceived ease of use and security simultaneously affect consumptive behavior (Y). The coefficient of determination test shows that there is a relationship between perceived ease of use and security on consumptive behavior with an R value of 0.514. Through the Adjusted R Square value, it shows that the perceived ease of use and security are able to explain the consumptive behavior variable by 25%. While the remaining 75% is influenced by other variables outside the variables studied