Integrating Tra and Tam Theory to Explain Consumers’ Willingness to Use Credit Card in Indonesia

Abstract

Dalam kurun waktu 10 tahun terakhir, pembayaran non-tunai telah menjelma sebagai opsi pembayaran yang cukup banyak digunakan oleh masyarakat Indonesia ketika melakukan transaksi akan pembelian suatu barang atau jasa tertentu. Adapun tren ini semakin meningkat di masa pandemi COVID-19, dimana, dikarenakan masyarakat cenderung berusaha untuk meminimalisir kontak fisik dengan orang lain ataupun dengan benda-benda tertentu (termasuk uang fisik) yang dianggap mampu mempercepat penularan virus COVID-19 dari satu pihak kepada pihak lain, maka banyak masyarakat cenderung memilih untuk melakukan transaksi pembayaran secara non-tunai. Namun, hal yang menarik dari fenomena ini adalah bahwa dari berbagai media transaksi non-tunai yang dapat dipilih, kartu kredit masih menjadi salah satu pilihan opsi pembayaran yang cukup banyak digunakan ataupun dipilih oleh masyarakat dibandingkan dengan opsi pembayaran non-tunai lainnya. Dengan demikian, maka studi ini dilakukan guna mengkaji beberapa aspek yang di-hipotesakan mampu mendorong penggunaan kartu kredit sebagai media pembayaran non-tunai di kalangan masyarakat Indonesia dari perspektif theory of reasoned action (TRA) serta technology acceptance model (TAM). Sebanyak 178 data terkumpul dari para responden, dimana, responden merupakan pengguna kartu kredit aktif yang telah menggunakan kartu kredit untuk berbagai transaksi yang telah dilakukan minimal 5 kali dalam 6 bulan terakhir. Metode purposive sampling digunakan untuk memastikan bahwa responden telah memenuhi kriteria yang ditetapkan di dalam studi ini. Dengan menggunakan metode PLS, hasil analisis data menemukan bahwa perceived ease of use, ditambah dengan subjective norm, attitude serta perceived usefulness, merupakan beberapa faktor yang secara signfikan mempengaruhi intensi masyarakat di dalam menggunakan kartu kredit untuk bertransaksi. For the past 10 years, cashless payment had emerged as one of the most popular payment method used by Indonesians to conduct various transactions for the goods or services that they buy. Such trend intensified during the COVID-19 pandemic, in which, since people decided to limit the amount of physical contact that they had toward various goods (such as physical money) due to fear of contracting the virus, many of these people opted to shift to various forms of cashless payment in order to pay for the products that they’re buying. In this case, surprisingly, compare to the other forms of cashless payments, credit cards still regarded as one of the most preferred cashless payment tool by Indonesians, thus proving the popularity of credit cards despite the influx of several cashless payment applications established in Indonesia which offer similar services to consumers. Therefore, this research aims to specify factors which can affect people’s willingness to use credit cards from the perspectives of both theory of reasoned action (TRA) and technology acceptance model (TAM). 178 respondents filled in the questionnaires, in which, respondents were active credit cards users who’ve used credit cards for various transactions that they’ve conducted at least 5 times in the last 6 months. Using PLS, the results of the data analyses showed that perceived ease of use, together with attitude, subjective norm and perceived usefulness, serve as four significant factors which affect Indonesians’ willingness to use credit cards for the transactions that they conducted.

The International Conference on Human Resources for Sustainable Development

“…Performance Expectancy focuses on the awareness of features, functionalities, and capabilities of a product or service. Users assess whether the system can help them perform tasks effectively, meet their needs, improve work performance, or provide benefits and value (Halim et al, 2020;Ibrahim et al, 2022;Wilson et al, 2022).…”

The effect of promotion, expenditure budgeting, and consumptive behavior on Indonesians’ intention of using GoPay or ShopeePay

“…TAM was first introduced in 1986 (see Figure 1) by Fred D. Davis through his thesis [29]. This theory is an adaptation of Fishbein and Ajzen's Theory of Reasonable Action (TRA) in 1975 that is specifically designed to model user acceptance of information systems or technology [30]. After finding that perceived usefulness and perceived ease of use had an explicit impact on behavior intention, Davis & Venkatesh developed the final version of TAM in 1996.…”