DIGITAL WALLET INTRODUCTORY STRATEGY BASED ON CONSUMER PREFERENCE

• Main Author: SESARIA/29116393, MIRA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28938
• Institution: Institut Teknologi Bandung

M-commerce has a very rapid growth at recent time which is strongly influenced by the high volume of online transactions. Online transactions are favored because it can provide more mobility and cost efficiency to accomplish shopping activity and so does m-commerce. Business environment captured this phenomenon and offered digital wallet to the market as a solution for those as who want to make seamless payment to conduct transaction on m-commerce. Developing an acceptable digital wallet is not an easy thing. Company must understand what factors that can affect consumer’s intention to use digital wallet. <br /> <br /> To solve the issues, this research was conducted in order to identify what factors affecting consumer’s intention to use digital wallet and to recommend strategy to develop a digital wallet. Factor analysis is done to 20 respondents that had an experience in using digital wallet that integrated on m-commerce. Respondents consist of 3 classifications which are buyers, sellers, and buyers who are also a seller. Qualitative method and interview was chosen in this research because digital wallet is relatively new area and the user is still less in number compared to other payment system. <br /> <br /> Based on the analysis, finding shows that usefulness, ease of use, company competency, and security are factors influencing consumer intention to use digital wallet on m-commerce, respectively. Lower total cost is major contributing items that enforce consumer to use digital wallet and perceived as usefulness. Effortless transaction when using digital wallet also play important roles to the intention of digital wallet and perceived as ease of use. Meanwhile, the company reputation is perceived because of the good reputation of the m-commerce company and the security perceived because consumers feel safe to use digital wallet. The findings of this introductory study can be an appropriate guidance to develop a digital wallet. <br />