Almira, Ghaliyah Julya (2022) The Influence of Perceived Usefulness, Perceived Ease of Use, and Sales Promotions Exposure on the Purchase Intention of OVO. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

The usage of digital wallets and non-cash purchase transaction are becoming
increasingly popular among Indonesians. It showed by the increased number of
economic transactions using online payment, that Bank Indonesia claimed has
grown 20% on November 2020. One famous brands for this digital money service
is OVO. Due to its partnership with Tokopedia, an Indonesian e-commerce site,
OVO has been the most prominent digital payment brand Since 2019 for ecommerce

payment. Whilst now the digital payment services become more
competitive, OVO’s position as the market leader has been overtook by GoPay in
2021, and then now by ShopeePay. Thus, this study aims to determine the effect of
OVO's perceived usefulness, perceived ease of use and sales promotion on the
purchase intention using OVO.
The hypotheses in this study are derived from the theory of Technology
Acceptance Model and Advertisement Theory This study used online survey to 100
males and females, aged 22-35 years old, in Indonesia and used e-wallets which
were chosen by the method of non-probability sampling technique.
The results showed that the hypothesis about perceived usefulness and
perceived ease of use is accepted with a significance value of 0.000, indicating there
is a significant influence on purchase intention but only perceived usefulness
significantly influences purchase intention. Furthermore, the second hypothesis is
rejected where OVO’s sales promotion exposure has a significance value of 0.755,
meaning there is no significant influence.
Keywords: E-wallet, Perceived Usefulness, Perceived Ease of Use, Sales Promotion Exposure, OVO
No. 87KOM2022

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