FACTOR INFLUENCING THE UTILIZATION OF PAY LATER PAYMENT OPTION ON TRAVELOKA

• Main Author: Dwi Ananta Sofyan, Mahardhika
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64488
• Institution: Institut Teknologi Bandung

Pay Later is one of payment option that uncommonly uses by the user on Traveloka. Based on the data in 2019, 78 percent of people do not want this payment option yet on their transactions. It supports the small number of participation knowing this payment option on Traveloka. This condition is contradicting to the existence of Pay Later that allow user to pay their payment by the end of the month or use an installment in a particular period. The participation of people in using Pay Later as their payment option and Traveloka’s effort as Pay Later provider support the issue addressed. Hence, the availability advantages of Pay Later feature is a potential for Pay Later provider and other providers to maintain user transaction and its relationship with their customers. The study focuses on Pay Later payment option on Traveloka. The study attempts to investigate the current condition of Pay Later Intention on Traveloka and its relationship to Attitude, Subjective Norm, and Perceived Behavioral Control. This research applied the Theory of Planned Behavior (TPB) by Ajzen and Fishbein (1980) as the intention to use Pay Later Feature on Traveloka. The online and offline questionnaires were developed for 400 respondents in Jakarta and Bandung using a purposive sampling method. The questionnaire was measured by Path Analysis to explain the relationship between the exogenous and endogenous variables. This study finds that attitude, subjective norm, and perceived behavioral control are significantly related to the intention to use Pay Later feature of Traveloka. The study is expected to provide a valuable result regarding the significant relationship between Attitude, Subjective Norm, and Perceived Behavioral Control towards intention to use Pay Later Feature on Traveloka. It is supposed to be useful for practitioners and the academician to support the strategy and the references of related areas.