ANALYZING THE CONSUMER ACCEPTANCE OF GIFT CARD USAGE (CASE STUDY: MOBILE GAMES APPLICATION)

Abstract

Abstract: Mobile Communication Technology has grown in ways we never could've imagined and has become one of daily needs and activities on our everyday lives. The advancement of mobilization is important and present generation has felt the impact of the technological advances. New innovations in payment method like Gift card have also had an impact on the mobile games application. There is doubt market know about the gift card and consumer need to be confirm whether they understand and accept the gift card payment method. So this research examines to analyzing the Consumer Acceptance of Gift Card Usage at Manado. This research use case study type of research with qualitative method. To collect the data, primary data collection was used through structured interview. The scale of measurement that is used by researchers to determine the respondent’s response to each question is given by using the Coding method and has sample size of the research of 20 respondents of Manado Mobile Games User who has ever used Gift Card payment method. The result of this study showed that Perceived Usefulness, Perceived Ease of Use and Consumer Knowledge has a significant impact and influence toward consumer acceptance of Gift Card Usage. From this study the developers should pay attention on these results when developing the gift card payment method. The developers and managers need to ensure consumers that Gift Card payment method are secure, comfortable ease, and save for the consumers.

Keywords: Payment Method, Mobile Application, Consumer Knowledge, Perceived Usefulness, Perceived Ease of Use