THE ROLE OF BRAND IMAGE AND PERCEIVED RISK ON THE ATTITUDE AND INTENTION TO USE PAYLATER SERVICES IN GENERATION Z.
DOI:
https://doi.org/10.35794/jmbi.v11i1.53136Abstrak
Studi ini menyelidiki dampak Brand Image dan Perceived Risk terhadap Attitude dan Intention to Use penggunaan layanan Paylater di kalangan Generasi Z dalam lanskap teknologi finansial Indonesia yang terus berkembang. Paylater, layanan yang diadopsi secara luas, memfasilitasi pemenuhan kebutuhan tanpa uang tunai. Penelitian ini berfokus pada Generasi Z yang berdomisili di Pulau Jawa, Indonesia. Tujuan dari penelitian ini adalah untuk menjelaskan signifikansi Paylater sebagai solusi keuangan yang muncul, memberikan wawasan untuk mengelola risiko pengguna dan meningkatkan pemahaman tentang proses pengambilan keputusan konsumen. Data dari 125 responden yang dikumpulkan melalui kuesioner dan dianalisis menggunakan Partial Least Square (PLS), penelitian ini mengungkapkan asosiasi yang signifikan bahwa keberadaan Brand Image memiliki dampak signifikan terhadap sikap dan sikap signifikan terhadap Niat untuk menggunakan Paylater. Jalur ini adalah variabel terpenting yang memiliki dampak nilai terbesar untuk mempengaruhi niat Paylater untuk menggunakannya. Namun, dampak Brand Image terhadap Intention to Use untuk menggunakan Paylater tidak signifikan. Adanya Perceived Risk sangat mempengaruhi Attitude. Hasilnya juga membuktikan bahwa Brand Image dan nilai yang dirasakan tidak secara langsung signifikan terhadap niat paylater untuk menggunakan.
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