Pola Perilaku Konsumen Digital Dalam Memanfaatkan Aplikasi Dompet Digital
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Abstract
This research is about consumer behavior in making digital payments in buying and selling transactions. Digital payment methods are a new way of making payments, especially in times of a pandemic like today, this is also a result of government policies, various countries globally to not do many activities outside the home and keep each other apart during the Covid-19 pandemic. Consumer behavior has begun to switch conventional payment instruments to digital payments. Payment via digital wallets has become popular and most accepted as an emerging payment method in both developed and developing countries. This research itself aims to determine the behavior patterns of millennial consumers with impulsive buying because of seeing promotions and digital payment facilities. Based on this, the use of digital wallets on millennial consumer behavior during the Covid-19 pandemic is the object of research. This study uses a qualitative descriptive method with a literature approach. The research data is obtained through literature study and theoretical studies from various scientific sources. The results of the study show that the Covid-19 pandemic has increased the use of digital wallets to the tendency of consumer consumerism to use electronic transactions that are more suitable and efficient for use during a pandemic. The digital era has developed rapidly in a society that has adapted to become an adaptive shopper in a cashless society that has developed a new normal culture, namely electronic payment transactions through digital wallets.
Penelitian ini mengenai perilaku konsumen melakukan pembayaran digital dalam transaksi jual-beli. Metode pembayaran digital menjadi cara baru melakukan pembayaran terlebih lagi di masa pandemi seperti sekarang ini, hal ini juga sebagai dampak dari kebijakan pemerintah, berbagai negara secara global untuk tidak banyak melakukan kegiatan di luar rumah serta menjaga jarak satu sama lain di masa pandemi Covid-19. Perilaku konsumen mulai beralih alat pembayaran konvensional menjadi pembayaran digital. Pembayaran melalui dompet digital telah populer dan paling diterima sebagai metode pembayaran yang muncul di negara maju dan berkembang. Penelitian ini sendiri bertujuan untuk mengetahui pola perilaku konsumen milenial dengan pembelian yang cepat serta tidak direncanakan (impulsive buying) karena melihat promosi dan sarana pembayaran digital. Berdasarkan hal tersebut, penggunaan dompet digital pada perilaku konsumen milenial di saat pandemi Covid-19 menjadi obyek penelitian. Penelitian ini menggunakan metode deksriptif kualitatif dengan pendekatan literature. Data penelitian diperoleh melalui studi pustaka dan kajian teoritis dari berbagai sumber ilmiah. Hasil penelitian memperlihatkan bahwa pandemi Covid-19 memberikan peningkatan penggunaan dompet digital hingga kecenderungan konsumerisme konsumen dengan penggunaan transaksi elektronik yang lebih cocok dan efisien untuk digunakan dalam masa pandemi. Era digital sudah berkembang pesat dalam masyarakat yang sudah beradaptasi menjadi adaptive shopper di dalam cashless society yang mengembangkan budaya normal baru yaitu transaksi pembayaran elektronik melalui dompet digital.
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