INTENTION TO USE MOBILE PAYMENT OF CINEMAS MOBILE APPLICATION IN INDONESIA

• Main Author: Adriansyah, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72442
• Institution: Institut Teknologi Bandung

Introduction – Progressive developments in mobile communication technologies have led to the development of m-payment that has a growth prospect of 85%, which was the the top prospects in mobile development in 2016. In Indonesia there are four major cinemas that already have their own mobile application that can be used for making a transaction. Indonesian people is quite familiar with the mobile application itself, but the intention of making transactions through mobile application still has a very low interest. Hence, this study was examined the demographic and behavior of cinemas customer. Also the perception towards mobile application collected to find out the most important factor for Indonesian people to use the mobile application for making a transaction. The findings of the study can be used to form a better customer oriented services in cinemas industry to support the company’s strategy. Methods – The variables that was used in this study was constructed by combining the variables from previous research about intention to use mobile application and mobile payment. Performance expectancy, effort expectancy, social influence, facilitating condition, compatibility, relative advantage, and tradition barrier are the predicted variables that influences customer intention to use. Snowball sampling was performed to 400 respondents in Bandung, Jakarta, Yogyakarta, Bekasi, and Tangerang, mostly university students since university students are more open to adopt new ICTs and generalizable statement about the research findings could be formed. Online questionnaire was developed to gather the data. Data processed through confirmatory factor analysis, linear regression, and ANOVA. Findings – This research find that people with higher frequency of watching movies in cinemas tend to have a higher influence towards the intention to use the mobile application for making a transaction. Effort expectancy is the strongest variable that influence intention to use, followed by compatibility, facilitating condition, social influence, and tradition barrier. It showed that the cinemas company should be more concerned about the easiness and flexibility about the methods of making the transaction using the mobile application. Meanwhile, performance expectancy and relative advantage is not the factor that concerned the customers towards using these mobile application. This means that the value and benefits proposed, which was purchasing on the go and don’t have to wait in line is actually not significant.