ANALISIS FAKTOR YANG MEMEPENGARUHI PENGGUNAAN APLIKASI INVESTASI DIGITAL

Lina Affifatusholihah, Solehatin Ika Putri, Dzaky Iftikar Hanun

Abstract


Investasi digital di Indonesia mengalami pertumbuhan yang cukup baik. BKPM mencatat realisasi investasi sudah berada di angka Rp 195,1 triliun. Sampai dengan akhir Agustus 2021, jumlah single investor identification (SID) pasar modal tercatat tumbuh sebesar 57,2%, investor saham sebanyak 59,14%, investor reksadana juga tumbuh sebesar 71,57%, dan investasi surat berharga negara tumbuh sebesar 21,36%.. Kepuasan dan loyalitas dianggap oleh pemasar sebagai hal-hal yang berpengaruh dalam profitabilitas bisnis. Namun, masih minimnya penelitian yang mengembangkan model untuk merekonstruksi ini dalam konteks layanan melalui internet. Penelitian ini bertujuan untuk mengembangkan model untuk mengukur kepuasan dan loyalitas dalam penggunaan investasi digital. Metode yang digunakan adalah metode kuantitatif dengan analisis data menggunakan aplikasi SEM Warp PLS 7.0. Data primer diperoleh dari kuesioner yang disebarkan secara daring. Responden yang mengisi kuesioner telah memiliki kriteria tertentu karena teknik sampling dengan metode purposive sampling. Jumlah sampel dalam penelitian ini sebanyak 100 orang. Hasil penelitian menyatakan bahwa perspektif kemanfaatan (perceived usefulness) dan perspektif kemudahan pemakaian (perceived ease of use) berpengaruh terhadap kepuasan dan loyalitas. Temuan penelitian ini diharapkan dapat memungkinkan akademisi dan praktisi, pemerintah, dan lembaga keuangan, khususnya, untuk merancang mekanisme yang dapat memfasilitasi keberhasilan layanan investasi digital.

Keywords


Model TAM, Aplikasi Investasi Digital, PLS

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DOI: https://doi.org/10.33758/mbi.v16i3.1306

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