CUSTOMER PREFERENCES TOWARDS CASHLESS PAYMENT METHODS IN CULINARY INDUSTRY

• Main Author: Roosyidah, Qosimatur
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41061
• Institution: Institut Teknologi Bandung

Culinary industry is one of the biggest industries in Indonesia. Bandung is an icon for culinary hunters, even those from outside Bandung. The competition in the business sector is certainly more increasing. The customers of the culinary industry are mostly coming from millennials. Due to the technology push, millennials nowadays are more capable in using technology of cashless payment methods for paying the product, especially for food. Beside that, most of people said that cashless payment methods are more effective rather than the cash payment methods. But there are still a lot of people that prefer to use cash payment methods in paying the product. The objectives of this research are to know Bandung customer’s preferences about cashless payment methods and to explore and understand how people in Bandung’s behavior in using cashless payment methods. The researcher use the Technology Acceptance Model (TAM) as the theoretical framework to help the researcher achieve the research objectives. Beside that the researcher also use several theories to support this research. For the methodology, the researcher use mixed method which uses quantitative and qualitative approach to get the data from people in Bandung. The data analysis is using path analysis to calculate and analyze the data. The result is the factors of customer preferences are significantly influencing the technology acceptance of cashless payment methods. The researcher hopes that this cashless payment method research can be implemented for all SMEs in Bandung culinary industry especially Chef Works company. Beside that, the researcher hopes this research can help the next researcher to develop a deeper research.