Chintya Amanda Br Ginting, Hafiza Adlina

The Influence Of Perceived Ease Of Use And Security On The Consumptive Behavior Of OVO Users In Medan City

Introduction

The influence of perceived ease of use and security on the consumptive behavior of ovo users in medan city. Explore how perceived ease of use and security influence the consumptive behavior of OVO users in Medan. Quantitative study reveals the significant impact of both factors.

Abstract

This study aims to determine the effect of perceived ease of use and security on the consumptive behavior of OVO users in medan cities. The research method uses quantitative research with an associative approach. The population in this study was all OVO users in medan with a sample of 100 respondents where sampling with purposive sampling technique. The primary data used were obtained from respondents through questionnaires distributed with google forms while secondary data were obtained with literature studies. The data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis test, reliability, classical assumption test, multiple linear regression analysis, and hypothesis test. The results of the study conducted showed that the perceived ease of use (X1) and safety (X2) variables had a significant effect on consumptive behavior. Perceived ease of use and security variables also simultaneously influence consumptive behavior (Y). The coefficient of determination test showed that there was a relationship between perceived ease of use and safety to consumptive behavior with an R value of 0.514.

Review

This study addresses a highly relevant topic in the digital economy, investigating the influence of perceived ease of use and security on the consumptive behavior of OVO users in Medan City. The clear objective and the application of a quantitative associative approach are commendable for establishing foundational relationships. The methodology employs standard statistical analyses, including validity, reliability, classical assumption tests, and multiple linear regression, which lends structure to the investigation. The findings, indicating a significant individual and simultaneous effect of perceived ease of use and security on consumptive behavior, provide valuable initial insights for digital payment providers and market researchers alike. However, several methodological aspects warrant critical attention. The use of purposive sampling with a relatively small sample size of 100 respondents for "all OVO users in Medan" raises concerns about the generalizability and representativeness of the findings. Medan is a large metropolitan area, and such a sample may not accurately reflect the diverse user base. Furthermore, while the abstract states an "R value of 0.514" indicating a relationship, it is crucial to clarify whether this refers to the multiple correlation coefficient (R) or the coefficient of determination (R-squared). If it is the R-squared, it suggests that approximately 26.4% of the variance in consumptive behavior is explained by the independent variables, leaving a substantial portion unexplained and hinting at the omission of other critical factors. The operationalization of "consumptive behavior" is also not explicitly detailed, which is essential for a comprehensive understanding of what aspects of consumption are being measured. Despite these limitations, the study lays important groundwork. Future research would benefit significantly from a larger, more diverse, and ideally probability-based sample to enhance the generalizability of the findings. Expanding the model to include additional variables such as perceived usefulness, trust, promotional incentives, or social influence, drawing from established consumer behavior and technology acceptance models, could offer a more nuanced understanding of consumptive behavior. Furthermore, incorporating qualitative methods could provide deeper insights into the mechanisms and motivations behind the observed relationships. Clarifying the precise measure and impact of the coefficient of determination would also strengthen the robustness of future studies in this domain.

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