ANALISIS PENGARUH AESTHETICS, NAVIGABILITY, SERVICE EXPERIENCE, TRUST TERHADAP CONTINUANCE INTENTION MELALUI SELF EFFICACY, SATISFACTION PADA PENGGUNA OVO DI SURABAYA

Abstract

The rapid development of information technology has made community activities easier. One of the technologies that most plays a role in this convenience is the internet. With the internet, the daily transaction process begins to shift from using cash to electronic cash, which is called an e-payment service. One of the companies engaged in Indonesia's e-payment services is OVO (PT. Visionet Internasional). The presence of OVO makes it easy for users to conduct daily transactions efficiently. This study aims to determine how the influence of Aesthetics, Navigability, Service Experience, and Trust on Continuance Intention through Self Efficacy and Satisfaction. The expected benefit of this research is to increase the repertoire of knowledge in the field of management, especially how much influence Self- Efficacy and Satisfaction can have on increasing Continuance Intention which will ultimately increase the ongoing transactions of OVO companies. This research is a causal study. The research method used is a quantitative method by processing data using AMOS. Data collection was carried out by distributing questionnaires to 115 respondents with characteristics of male and female respondents aged 18-60 years, owning and using OVO applications at least twice, having used the OVO cashback program, and having used applications other than OVO in the last 3 months. The results showed that the Aesthetics variable had a significant positive effect on Self Efficacy with a regression coefficient of 0.241; Navigability variables have a significant positive effect on Self Efficacy with a regression coefficient of 0.411; Service Experience variables have a positive and insignificant effect on Self Efficacy with a regression coefficient of 0.109; Trust variables have a positive and insignificant effect on Self Efficacy with a regression coefficient of 0.180; Aesthetics variables have a significant positive effect on Satisfaction with a regression coefficient of 0.325; Navigability variable has no significant negative effect on Satisfaction with a regression coefficient of -0.180; Service Experience variables have a positive and insignificant effect on Satisfaction with a regression coefficient of 0.224; Trust variables have a significant positive effect on Satisfaction with a regression coefficient of 0.565; Self Efficacy variable has a significant positive effect on Continuance Intention with a regression coefficient of 0.307; Satisfaction variable has a significant positive effect on Continuance Intention with a regression coefficient of 0.527