ANALYSIS OF BARRIERS IN USING RENTAL MARKETPLACE IN INDONESIA:

• Main Author: Hasna Aqila, Azura
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67735
• Institution: Institut Teknologi Bandung

The terminology "Sharing Economy" was introduced in 2008 to describe "collaborative consumption made possible through activities such as sharing, exchanging, and renting resources without owning them." (Lessig, 2008). Not only is the sharing economy expanding economic activity, but it is also shifting spending habits around the world (Zervas et al 2015). Seizing this opportunity, an example of the sharing economy is rental marketplace. According to Durgee & O'Connor (1995), renting is the process of "one party offering an object to another party for a specified duration in exchange for a fixed amount of money and in which there is no change of ownership”. Yet the penetration of these platforms is still low in Indonesia. Indonesian consumers still have some barriers to use these marketplaces as their go-to platform when searching for rentals. Thus, this study aims to investigate barriers on consumers' intention to use rental marketplace in Indonesia, based on the framework of Innovation Resistance Theory (IRT). The data was collected from a survey method towards ±300 respondents (mostly millennials & living in Java) through an online questionnaire and analyzed using SmartPLS software. The results indicated that usage barrier, risk barrier, and image barrier negatively influence consumers’ usage intention of rental marketplace, while value barrier and traditional barrier is not significant. These findings can be useful to construct business strategies for online freelance service providers, by focusing on eliminating the critical barriers mentioned in this study.