INTEGRATING TRA AND TAM THEORY TO EXPLAIN CONSUMERS’ WILLINGNESS TO USE CREDIT CARD IN INDONESIA

Main Article Content

Nicholas Wilson
Sentot Basuki Prayitno

Abstract

Dalam kurun waktu 10 tahun terakhir, pembayaran non-tunai telah menjelma sebagai opsi pembayaran yang cukup banyak digunakan oleh masyarakat Indonesia ketika melakukan transaksi akan pembelian suatu barang atau jasa tertentu. Adapun tren ini semakin meningkat di masa pandemi COVID-19, dimana, dikarenakan masyarakat cenderung berusaha untuk meminimalisir kontak fisik dengan orang lain ataupun dengan benda-benda tertentu (termasuk uang fisik) yang dianggap mampu mempercepat penularan virus COVID-19 dari satu pihak kepada pihak lain, maka banyak masyarakat cenderung memilih untuk melakukan transaksi pembayaran secara non-tunai. Namun, hal yang menarik dari fenomena ini adalah bahwa dari berbagai media transaksi non-tunai yang dapat dipilih, kartu kredit masih menjadi salah satu pilihan opsi pembayaran yang cukup banyak digunakan ataupun dipilih oleh masyarakat dibandingkan dengan opsi pembayaran non-tunai lainnya. Dengan demikian, maka studi ini dilakukan guna mengkaji beberapa aspek yang di-hipotesakan mampu mendorong penggunaan kartu kredit sebagai media pembayaran non-tunai di kalangan masyarakat Indonesia dari perspektif theory of reasoned action (TRA) serta technology acceptance model (TAM). Sebanyak 178 data terkumpul dari para responden, dimana, responden merupakan pengguna kartu kredit aktif yang telah menggunakan kartu kredit untuk berbagai transaksi yang telah dilakukan minimal 5 kali dalam 6 bulan terakhir. Metode purposive sampling digunakan untuk memastikan bahwa responden telah memenuhi kriteria yang ditetapkan di dalam studi ini. Dengan menggunakan metode PLS, hasil analisis data menemukan bahwa perceived ease of use, ditambah dengan subjective norm, attitude serta perceived usefulness, merupakan beberapa faktor yang secara signfikan mempengaruhi intensi masyarakat di dalam menggunakan kartu kredit untuk bertransaksi.


 


For the past 10 years, cashless payment had emerged as one of the most popular payment method used by Indonesians to conduct various transactions for the goods or services that they buy. Such trend intensified during the COVID-19 pandemic, in which, since people decided to limit the amount of physical contact that they had toward various goods (such as physical money) due to fear of contracting the virus, many of these people opted to shift to various forms of cashless payment in order to pay for the products that they’re buying. In this case, surprisingly, compare to the other forms of cashless payments, credit cards still regarded as one of the most preferred cashless payment tool by Indonesians, thus proving the popularity of credit cards despite the influx of several cashless payment applications established in Indonesia which offer similar services to consumers. Therefore, this research aims to specify factors which can affect people’s willingness to use credit cards from the perspectives of both theory of reasoned action (TRA) and technology acceptance model (TAM). 178 respondents filled in the questionnaires, in which, respondents were active credit cards users who’ve used credit cards for various transactions that they’ve conducted at least 5 times in the last 6 months. Using PLS, the results of the data analyses showed that perceived ease of use, together with attitude, subjective norm and perceived usefulness, serve as four significant factors which affect Indonesians’ willingness to use credit cards for the transactions that they conducted.

Article Details

Section
Articles
Author Biography

Nicholas Wilson, Bunda Mulia University

Manajemen

References

Acharya, S., & Mekker, M. (2022). Public acceptance of connected vehicles: An extension of the Technology Acceptance Model. Transportation Research Part F: Traffic Psychology and Behaviour, 88, 54–68. https://doi.org/10.1016/j.trf.2022.05.002

Alnemer, H. A. (2022). Determinants of digital banking adoption in the Kingdom of Saudi Arabia: A technology acceptance model approach. Digital Business, 2(2), 100037. https://doi.org/10.1016/j.digbus.2022.100037

Alwabel, A. S., & Zeng, X.-J. (2021). Data-driven modeling of Technology Acceptance: A machine learning perspective. Expert Systems with Applications, 185, 115584. https://doi.org/10.1016/j.eswa.2021.115584

Cahigas, M. M., Prasetyo, Y. T., Persada, S. F., Ong, A. K., & Nadlifatin, R. (2022). Understanding the perceived behavior of public utility bus passengers during the era of covid-19 pandemic in the Philippines: Application of social exchange theory and theory of planned behavior. Research in Transportation Business & Management, 100840. https://doi.org/10.1016/j.rtbm.2022.100840

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of Information Technology. MIS Quarterly, 13(3), 319. https://doi.org/10.2307/249008

Effendi, I., Murad, M., Rafiki, A. & Lubis, M.M. (2021). "The application of the theory of reasoned action on services of Islamic rural banks in Indonesia", Journal of Islamic Marketing, 12(5), 951-976. https://doi.org/10.1108/JIMA-02-2020-0051

Fishbein, M., dan Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

Gorshkov, V. (2022). Cashless payment in emerging markets: The case of russia. Asia and the Global Economy, 2(1), 100033. https://doi.org/10.1016/j.aglobe.2022.100033

Gundala, R. R., Nawaz, N., R M, H., Boobalan, K., & Gajenderan, V. K. (2022). Does gender moderate the purchase intention of organic foods? theory of reasoned action. Heliyon, 8(9). https://doi.org/10.1016/j.heliyon.2022.e10478

Hubert, M., Blut, M., Brock, C., Zhang, R.W., Koch, V. & Riedl, R. (2019), "The influence of acceptance and adoption drivers on smart home usage", European Journal of Marketing, Vol. 53 No. 6, pp. 1073-1098. https://doi.org/10.1108/EJM-12-2016-0794

Jang, H.-W., & Cho, M. (2022). The relationship between Ugly Food Value and consumers’ behavioral intentions: Application of the theory of reasoned action. Journal of Hospitality and Tourism Management, 50, 259–266. https://doi.org/10.1016/j.jhtm.2022.02.009

Javid, M. A., Abdullah, M., & Ali, N. (2022). Travellers’ perceptions about ride-hailing services in Lahore: An extension of the theory of planned behavior. Asian Transport Studies, 8, 100083. https://doi.org/10.1016/j.eastsj.2022.100083

Jiang, Y., Miao, M., Jalees, T. & Zaman, S.I. (2019). “Analysis of the moral mechanism to purchase counterfeit luxury goods: evidence from China", Asia Pacific Journal of Marketing and Logistics, 31(3), 647-669. https://doi.org/10.1108/APJML-05-2018-0190

Kotkowski, R., & Polasik, M. (2021). Covid-19 pandemic increases the divide between cash and cashless payment users in Europe. Economics Letters, 209, 110139. https://doi.org/10.1016/j.econlet.2021.110139

Li, B., Jansen, S. J. T., van der Heijden, H., Jin, C., & Boelhouwer, P. (2022). Unraveling the determinants for private renting in Metropolitan China: An application of the theory of planned behavior. Habitat International, 127, 102640. https://doi.org/10.1016/j.habitatint.2022.102640

Liu, M.T., Liu, Y. & Mo, Z. (2020). “Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers' green purchase intention", Asia Pacific Journal of Marketing and Logistics, 32(8), 1823-1841. https://doi.org/10.1108/APJML-05-2019-0285

Ly, B., & Ly, R. (2022). Internet banking adoption under technology acceptance model—evidence from Cambodian users. Computers in Human Behavior Reports, 7, 100224. https://doi.org/10.1016/j.chbr.2022.100224

Procter, L., Angus, D. J., Blaszczynski, A., & Gainsbury, S. M. (2019). Understanding use of consumer protection tools among internet gambling customers: Utility of the theory of planned behavior and theory of reasoned action. Addictive Behaviors, 99, 106050. https://doi.org/10.1016/j.addbeh.2019.106050

Published by Statista Research Department, & 16, A. (2022, August 16). Indonesia: Number of digital payment users 2027. Statista. Retrieved November 1, 2022, from https://www.statista.com/forecasts/1326597/indonesia-number-of-digital-payment-users

Published by Statista Research Department, & 22, J. (2022, July 22). Indonesia: Credit Card Transaction Volume 2021. Statista. Retrieved November 1, 2022, from https://www.statista.com/statistics/1254968/indonesia-credit-card-transaction-volume/

Putra, I. G. (2021). Pengaruh product usability dan Cashback Promotion terhadap brand Loyalty Layanan Digital Wallet di Indonesia. Bisma: Jurnal Manajemen, 7(1), 11-19. https://doi.org/10.23887/bjm.v7i1.28413

Sudyasjayanti, C., & Salsabil, S. (2020). Manfaat Dan Kemudahan yang dirasakan terhadap Niat Menggunakan go pay Pada Generasi y di surabaya. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(2), 310. https://doi.org/10.24912/jmieb.v4i2.8225

Susanto, D. A., & Sugiyanto, L. B. (2021). Pengaruh Trust, service quality, utilitarian value dengan mediasi attitude toward online shopping, Dan Subjective Norm Terhadap purchase intention (Studi Empiris: Konsumen Tokopedia Domisili DKI Jakarta). Journal of Business & Applied Management, 14(2), 115. https://doi.org/10.30813/jbam.v14i2.2805

Troudi, H. & Bouyoucef, D. (2020). "Predicting purchasing behavior of green food in Algerian context", EuroMed Journal of Business, 15(1), 1-21. https://doi.org/10.1108/EMJB-03-2019-0046

Tseng, T. H., Wang, Y.-M., Lin, H.-H., Lin, S.-jeng, Wang, Y.-S., & Tsai, T.-H. (2022). Relationships between locus of control, theory of planned behavior, and cyber entrepreneurial intention: The moderating role of Cyber Entrepreneurship education. The International Journal of Management Education, 20(3), 100682. https://doi.org/10.1016/j.ijme.2022.100682

Wang, N., Tian, H., Zhu, S., & Li, Y. (2022). Analysis of public acceptance of electric vehicle charging scheduling based on the technology acceptance model. Energy, 258, 124804. https://doi.org/10.1016/j.energy.2022.124804

Wang, N., Tian, H., Zhu, S., & Li, Y. (2022). Analysis of public acceptance of electric vehicle charging scheduling based on the technology acceptance model. Energy, 258, 124804. https://doi.org/10.1016/j.energy.2022.124804

Wilson, N. (2019). The impact of perceived usefulness and perceived ease-of-use toward repurchase intention in the Indonesian e-commerce industry. Jurnal Manajemen Indonesia, 19(3), 241. https://doi.org/10.25124/jmi.v19i3.2412

Wilson, N., & Edelyn. (2022). Extending the theory of reasoned action (TRA) model to predict consumers’ intention to purchase Green Cosmetics. Jurnal Manajemen Bisnis Dan Kewirausahaan, 6(5), 565–570. https://doi.org/10.24912/jmbk.v6i5.18746

Wilson, N., Alvita, M., & Wibisono, J. (2021). The effect of perceived ease of use and perceived security toward satisfaction and repurchase intention. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 145. https://doi.org/10.24912/jmieb.v5i1.10489

Wilson, N., Keni, K., & Tan, P. H. (2021). The role of perceived usefulness and perceived ease-of-use toward satisfaction and trust which influence computer consumers’ loyalty in China. Gadjah Mada International Journal of Business, 23(3), 262. https://doi.org/10.22146/gamaijb.32106

Wong, T. K., Man, S. S., & Chan, A. H. (2021). Exploring the acceptance of PPE by Construction Workers: An extension of the technology acceptance model with safety management practices and safety consciousness. Safety Science, 139, 105239. https://doi.org/10.1016/j.ssci.2021.105239

Zeinabadi, H. (2022). "Principals' role in teachers' knowledge-sharing beliefs, intention and behaviour in Iranian schools: exploring the impact of knowledge-sharing leadership", Journal of Educational Administration, 60(5), 493-510. https://doi.org/10.1108/JEA-09-2021-0168

Zhong, L., Zhang, X., Rong, J., Chan, H.K., Xiao, J. & Kong, H. (2021), "Construction and empirical research on acceptance model of service robots applied in hotel industry", Industrial Management & Data Systems, 121(6), 1325-1352. https://doi.org/10.1108/IMDS-11-2019-0603