The Effect of Perceived Ease of Use and Perceived Usefulness on

Behavior Intention Digital Payment OVO in Pematangsiantar City

Reza Ananda Setiawan and Onan Marakali Siregar

Faculty of Social and Political sciences,Universitas Sumatera Utara, Medan City, Sumatera Utara 20222, Indonesia

Corresponding author. Tel +62-812-6005-024

Keywords: Perceived Ease of Use, Perceived Usefulness, Behavior Intention

Abstract: The development of technological systems now makes cashless payments. In Indonesia, the government is

launching a cashless program for public with some programs being implemented. Digital payment technology

has penetrated all levels of society. OVO is one of digital payment app. The dominance of the use of OVO

compared to other digital payments creates various perceptions of the benefits and easy access offered by the

application. This study aims to analyze how the effect of perceived ease of use and perceived usefulness on

behavior intention. This research is quantitative research with an associative approach. The population in this

study were all OVO users in Pematangsiantar City with a sample of 100 people. The sampling technique used

is non-probability sampling by purposive sampling. The data collection technique was primary data with

questionnaire. The results of this study indicate that perceived ease of use has a significant effect on behavior

intention with a sig value of 0.015<0.05. Perceived Usefulness has no significant effect on behavior intention

with a sig value of 0.146>0.05. In simultaneous testing, all independent variables have a simultaneous effect

with a level of effect of 37,4%, while the remaining 62,6% is influenced by factors outside this research model.

1 INTRODUCTION

Technology is one of the things that cannot be

separated from the advancement of the age of human

life in the digital era like now. Along with its

development increasingly pace, making technology

as one of the needs that is very much needed in human

life. One aspect that is also indicated that technology

development is on the payment system.

The payment system can now be done in a non-

cash method carried out by electronic money or

familiarly known as e-money. The payment system

using e-money is known as electronic payment.

Transactions using e-payments are basically divided

into two ways, namely by using a physical card based

on electronic chips, and server-based e-payments,

known as electronic wallets.

Basically electronic money was created to help

the consumer's ease in carrying out transaction

activities, efficient time in the sale and purchase

process, and giving a sense of security when wanting

to do payment activities without having to carry cash

with a nominal enough. The level of convenience and

benefits of a system offered in electronic money can

affect the interest of users in using the system

(Pambudi, 2020).

Digital Payment is a technology-based payment

system. Inside digital payments are stored, processed

and accepted in the form of digital information and

the transfer process is initialized through electronic

payment tools. Digital Payment is done using certain

software, payment cards and electronic money. One

of the massive digital payment applications in

Indonesia is OVO. OVO is a digital payment

application that was launched in 2017, where this

application works on a versatile payment service

system that applies the Less Cash Society (LCS)

system. This application also can easily be installed

because it is available on the Android and iOS

platforms. In the system, OVO provides convenience

of transacting services and payments for various

needs. OVO also provides an offer in the form of

OVO Points which is part of the Loyalty Rewards

which will be obtained by users every transaction

using OVO, where the OVO Points obtained will later

be reused as a payment tool.

Based on a survey conducted by Fintech Report

2021: The Convergence of (Digital) Financial

Services (Dailysocial.id, 2021) also noted that OVO

Setiawan, R. and Siregar, O.

The Effect of Perceived Ease of Use and Perceived Usefulness on Behavior Intention Digital Payment OVO in Pematangsiantar City.

DOI: 10.5220/0011558300003460

In Proceedings of the 4th International Conference on Social and Political Development (ICOSOP 2022) - Human Security and Agile Government, pages 129-133

ISBN: 978-989-758-618-7; ISSN: 2975-8300

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

129

is the most widely used digital payment application in

Indonesia, both for online and offline transactions,

and is used by small business who knows digital

payments. The use of electronic money in Sumatera

Utara in 2019 had an increase, where the total

electronic money in circulation was 2.02 million, with

the largest market 62% located in Medan City, then

Deli Serdang 12%, Binjai 9%, Tebingtinggi 7% and

Pematangsiantar 10%. The majority of transactions

are using the OVO digital payment application

(Sumut News, 2019).

The dominance of OVO in Indonesia as a digital

payment application used by the public has led to

various perceptions of the benefits and conveniences

arising from using the application for its users. The

existence of OVO is believed to make it easier for

users to carry out transaction activities to meet their

daily needs. It can be seen that people no longer need

to carry large amounts of cash to carry out transaction

activities (Nasution, 2020). However, amid the

dominance of OVO in Indonesia, the use of e-money

in Pematangsiantar City itself only gets a percentage

of 10%, this is much less than the city of Medan and

Deli Serdang district. The convenience and benefits

offered by digital payment OVO itself currently play

a fairly important role, where this perception will

make people interested in using digital payment

applications as one of the systems used daily

(Pambudi, 2020).

2 LITERATURE REVIEW

A. Technology Acceptance Model

Technology Acceptance Model (TAM) or

technology acceptance model is a model developed

by Fred Davis in 1989. Technology Acceptance

Model is a model used to determine the acceptance of

a technology for individuals by using the assumption

of perceived convenience and perceived usefulness.

TAM shows that the perception of ease of use and

benefits is a belief and trust in the existence of new

technology which will later have an influence on user

attitudes towards technology use (Rahmawati, 2019).

B. Perceived Ease of Use

Perceived ease of use is a person's level of trust in

the use of an information technology system that can

actually be free from effort and can lighten and

facilitate work (Madan et al. 2016). According to

Davis (Muliadi and Edwin, 2021) perceived ease of

use has several indicators which are divided into:

Easy to learn, Controllable, Clear and understandable,

Flexible, Easy to become skill, Easy to use.

C. Perceived Usefulness

Perceived usefulness is the level of confidence

that individuals using a technology system can

improve their performance (Madan et al. 2016).

Indicators of perceived usefulness are divided into

several parts, including: Work more quickly, Increase

productivity, and Usefull (Muliadi and Edwin, 2021).

D. Behavior Intention

Behavioral intention refers to individuals making

subjective determination when he or she needs to take

a particular behavior. It reflects the willingness of the

individual conducting a particular behavior (Wang

and Li, 2016). Behavior intention has several

indicators, namely: Motivation to use, Repeat to use,

Recommend to other, and Positive remark (Muliadi

and Edwin, 2021).

3 RESEARCH METHOD

This Study use quantitative research with associative

approach. Primary data collection was carried out

using a questionnaire distributed using a google form.

Data analysis was carried out using SPSS 25

software. The population in this study were all

Pematangsiantar city residents who used OVO.

Sampling was carried out using Non-Probability

Sampling with purposive sampling technique with a

total sample of 100 people.

4 RESULT AND DISCUSSION

4.1 Multiple Linear Regression

Multiple linear regression analysis aims to calculate

the magnitude of the effect of two independent

variables on a dependent variable.

Table 1. Result of Multiple Linear Regression.

Model

Unstandardized

Coefficients

Standardized

Coefficients

Std.

Erro

Beta

1 (Constant) 11,671 3,887

Perceived

Ease of Use

,286 ,115 ,403

Perceived

Usefulness

,352 ,240 ,238

ICOSOP 2022 - International Conference on Social and Political Development 4

130

Based on the results in Table 1. the linear

equations in this study are as follows:

Y = 11.671 + 0.286X1 + 0.352X2.

The constant coefficient is 11,671 which means

that if the Independent variables, namely Perceived

Ease of Use (X1) and Perceived Usefulness (X2) are

0 (zero), then the Behavior Intention (Y) value is

11,671.

The regression coefficient of Perceived Ease of

Use (X1) is 0.286, meaning that for every increase in

the value of X1 by 1 unit, the Behavior Intention (Y)

variable will increase by 0.286.

The regression coefficient of Perceived

Usefulness (X2) is 0.352, meaning that for every

increase in the value of X2 by 1 unit, the Behavior

Intention (Y) variable will increase by 0.352.

4.2 Partial Test

T test was conducted to determine the effect of one

independent variable on one dependent variable. In

the partial significance test, the significance level

used is 0.05 or 5% (two tailed test) or a two-way test

with degrees of freedom df = nk = 97, so that the

Ttable value is 1.984.

Table 2. Result of T Test.

Model T Sig.

(Constant) 3,003 ,003

Perceived Ease of Use 2,479 0.015

Perceived Usefulness 1,466 ,146

Based on table 2. It is known that the perceived

ease of use (X1) variable on behavior Intention (Y)

obtained a tcount value of 2.479 > 1.984 with a

significance level of 0.015 < 0.05. This shows that

variable Perceived ease of use (X1) has a significant

effect on Behavior Intention (Y) variable.

In the perceived usefulness variable (X2) on

behavior Intention (Y), the tcount value is 1.466 <

1.984 with a significance level of 0.146 > 0.05. This

shows that Perceived Usefulness (X2) variable has no

significant effect on Behavior Intention (Y) variable.

4.3 Simultaneous Test

Test F carried out to knowing is the entire variable the

independent that is Perceived Ease of Use (X1) and

Perceived Usefulness (X2) have influence the

significant or not to variable dependent, that is

Behavior Intention (Y).

Table 3. Result of F Test.

ANOVA

Model

Sum of

uares Df

Mean

uare F Si

1 Regression 1947,034 2 973,517 30,541 ,000

Residual 3091,956 97 31,876

Total 5038,990 99

a. Dependent Variable: Behavior Intention

b. Predictors: (Constant), Perceived Usefulness,

Perceived Ease of Use

Based on the results of the table 3. can be known

that the value of significant of influence Perceived

Ease of Use and Perceived Usefulness simultaneous

on variable behavior Intention is 0.000 < 0.05 and the

value of Fcount is 30,541 > 3.09.

The results show that all of independent variables,

that are Perceived Ease of Use and Perceived

Usefulness are have simultaneous effect to dependent

variable, that is Behavior Intention.

4.4 Determination Coefficient Test

Coefficient of determination aims to measure the

level of effect independent variable and the variation

of up and down the dependent variable. Coefficient of

determination is expressed by 0<R2<1.

Table 4. Result of Determination Coefficient Test.

Model Summar

Model R

Square

Adjusted R

Square

Std. Error of

the Estimate

1 ,622

,386 ,374 5,646

a. Predictors: (Constant), Perceived Usefulness,

Perceived Ease of Use

. De

endent Variable: Behavior Intention

Based on the results of data processing shown in

table 4. It is known that the value of Adjusted R

Square or the value of the coefficient of determination

showing that the variables perceived ease of use and

perceived usefulness able to explain the behavior

intention variable by 37.4%, while 62.6% the rest is

influence by factors outside this research model.

4.5 Discussion

A. The effect of Perceived Ease of Use On Behavior

Intention

The Effect of Perceived Ease of Use and Perceived Usefulness on Behavior Intention Digital Payment OVO in Pematangsiantar City

131

Based on the results of data tests using SPSS,

Perceived ease of use Significantly influence the

Behavior Intention. This proves that the people of

Pematangsiantar city believe that OVO is easy to use

and need no more effort to understand the application,

that make people have interest to use the OVO app.

The development of the time that changes a system of

paying systems to cashless also become one of the

reason to using the digital payment.

OVO is also can be used whenever and anywhere

because this app can be used in smartphone. This

makes OVO users can conduct their payment

activities both online or offline through the OVO app

anytime and anywhere they want.

The results of this study supported research by

Muliadi and Edwin (2021). In that research, found

that perceived ease of use had a significant effect on

behavior intention with T-Test value of 2.478. based

on the observations, 7 of 10 people accustomed to

conducting cashless payment, this causes OVO usage

to be believed by respondents to fullfil their needs.

B. The Effect of Perceived Usefulness on Behavior

Intention

Based on tests results in the SPSS Program, perceived

usefulness does not significantly influence to the

behavior intention variable. Based on the results,

known that the people of Pematangsiantar City used

the OVO app is not based on the long term benefits

offered by the app or using this app can improve their

productivity, but it can be because using the digital

payment is a trend nowaday and promotional offers

from OVO, Such as a discount and cashback.

The other reason perceived usefulness have no

effect because people still using cash payment, this is

because OVO merchants have not been maximally in

all of the sub-districts in Pematangsiantar. in addition,

OVO also has not been massively partnering with

educational institutions for the payment process, such

as school and college.

Based on Sinaga et al. (2021) the reason have no

effect of perceived usefulness to behavior intention is

a difference in object and the characteristics of the

respondents, in addition to the difference in habit of

use the services and also the habit of benefit rapidly

can influence it.

C. The Effect of Perceived Ease of Use and

Perceived Usefulness On Behavior Intention

Based on results of the simultaneous test, that is

known that all of independent variables are perceived

ease of use and perceived usefulness affecting the

dependent variable, behavior intention. in

simultaneous tests, it is known that the perceived

usefulness has a value of coefficient beta is 0.352,

where the value is greater than perceived ease of use

variable is 0.286. that is can be seen that perceived

usefulness variable has a greater effect on behavior

intention simultaneously. The result of the

simultaneous test obtained in this study is in line with

the theory of the Acceptance Model, in this theory

explained that the perceived ease of use and

usefulness is a belief and trust to the new technology

that will also influence the user’s attitute towards to

use of technology (Rahmawati, 2019).

Simultaneously, it was found that the people of

Pematangsiantar City have an interest to use OVO as

a digital payment app if the perceived ease of use and

usefulness in the test simultaneously. This is because

both perceptions are part of the individual

considerations in the reception process of a new

technology.

5 CONCLUSIONS

1. Perceived ease of use has a significant effect on

behavior intention to use digital payment OVO

in Pematangsiantar city.

2. Perceived usefulness has no significant effect on

the behavior intention to use digital payment

OVO in Pematangsiantar city.

3. All of independent variables, perceived ease of

use and perceived usefulness have

simultaneously effect by dependent variable,

Behavior intention.

REFERENCES

Dailysocial.id., 2021. Website. Fintech Report 2021: The

Convergence of (Digital) Financial Services. Retrieved

from https://dailysocial.id/research/fintech-report-2021

Madan, S., dan J. B. Arora., 2016. Securing Transactions

and Payment Systems for M-Commerce. United States

of America: Business Science Reference (an imprint of

IGI Global).

Muliadi, Michaela Louisa dan Edwin, Japarianto., 2021.

Analisa Pengaruh Perceived Ease of Use Terhadap

Behavior Intention Melalui Perceived Usefulness

Sebagai Media Intervening Pada Digital Payment

OVO. Jurnal Manajemen Pemasaran, 15(1), 20-27.

Retrieved from

https://doi.org/10.9744/pemasaran.15.1.20-27

Nasution, Muhammad Yorie Sugesti., 2020. Pengaruh

Perceived Ease of Use dan Perceived Usefulness

Terhadap Behavior Intention Digital Payment OVO

ICOSOP 2022 - International Conference on Social and Political Development 4

132

(Studi Pada Pengguna OVO Di Kota Medan). Skripsi.

Fakultas Ilmu Sosial dan Ilmu Politik. Universitas

Sumatera Utara: Medan

Pambudi, Amadea Rahma., 2019. Analisa Perceived Ease

of Use dan Perceived Usefulness Terhadap Behavior

Intention Pada Aplikasi Digital Payment OVO. Jurnal

Strategi Pemasaran, 6(2), 1-10. Retrieved from

https://publication.petra.ac.id/index.php/manajemen-

pemasaran/article/view/8649

Rahmawati, Riski Nurida dan I Made Narsa., 2019.

Intention to Use e-Learning: Aplikasi Technology

Acceptance Model (TAM). Owner: Riset & Jurnal

Akuntansi, 3(2), 260-269. Retrieved from

https://doi.org/10.33395/owner.v3i2.151

Sinaga, Onita Sari, F. K. Marpaung, R. S. Dewi, dan A.

Sudirman., 2021. Kontribusi perceived usefulness,

perceived ease of use dan perceived security terhadap

behavioral intention to use aplikasi JAKET. Insight

Management Journal, 1(3), 86-94. Retrieved from

https://journals.insightpub.org/index.php/imj/article/vi

ew/71

Sumutnews., 2019. Wwebsite. OVO dan GoPay Dominasi

Penggunaan Uang Elektronik di Sumut. Retrieved from

https://kumparan.com/sumutnews/ovo-dan-gopay-

dominasi-penggunaan-uang-elektronik-di-sumut-

1sDFwJ2DIq9

Wang, Z., dan Li, H., 2016. Factors Influencing Usage of

Third Party Mobile Payment Services in China: An

Empirical Study. Uppsala University

The Effect of Perceived Ease of Use and Perceived Usefulness on Behavior Intention Digital Payment OVO in Pematangsiantar City

133