HOW DIGITAL PAYMENT SERVICES AFFECTS CONSUMER PURCHASING BEHAVIOUR IN INDONESIA

• Main Author: Pardamean A Sitepu, Christopher
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/50428
• Institution: Institut Teknologi Bandung

Nowadays digital payment has been one of the growing options that people take when paying for their purchased goods in Indonesia. Services such as Go-Pay, OVO, and DANA have been a popular payment option in Indonesia for either purchasing food, paying for transportation, even purchasing things like movie tickets, groceries, etc. At first, the users (consumers) of digital payment services in Indonesia transitioned to this method of payment due to the promotions such as cash backs and discounts that companies gave in order to attract them to use their services for the first time. But now, the digital payment system has been a lifestyle for Indonesian customers and it might have changed their purchasing behavior as well. The purpose of this dissertation is to evaluate the effects that digital payment services have on the customer’s purchasing behavior in Indonesia. It is important to analyze the effects that digital payment companies give to the customer to measure whether the marketing plan of the company is effective or not for the future of the company and to make sure that this behavior is not just a trend that will end shortly. In this dissertation, secondary data analysis was used for further data collection. This dissertation resulted in fact, there is an effect of digital payment services on customer purchasing behavior in Indonesia, such as the increased number of transactions, consumptiveness, trade if goods and services in Indonesia, and impulsive buying behavior.