STUDI KOMPARATIF PENGGUNAAN DIGITAL PAYMENT TERHADAP PERILAKU ONLINE IMPULSE BUYING (STUDI KASUS : PENGGUNA OVO, GOPAY DAN SHOPEEPAY)

Abstrak

This study aims to determine the differences in the use of digital payment Ovo, Gopay and Shopeepay on the level of the behavior of online impulse buying. The population in this study is a users digital payment (OVO,Gopay, or Shopeepay) are already using the app for at least 6 months and the number of samples in this study amounted to 96 people with each of the 32 respondents per application Collection of the respondents through the google form that was distributed on social media twitter and instagram. Based on the results of the questionnaire were processed using SPSS 25 hypothesis testing found no difference in the level of behavior online impulse buying based on the mean of the frequency distribution of the variable of impulse buying (Y) score with the mean highest on the user Shopeepay by 3,49. Respondents agreed with the indicator of spontaneity with the average score of the biggest no on the Shopeepay of of 4.62 highest compared to the other indicators in the variable of impulse buying (Y). The hypothesis for Ovo and Gopay is accepted, meaning that the variable digital payment (X) effect on the variable of impulse buying (Y) on the user's Ovo and Gopay, Hypothesis testing using the t table to prove that the hypothesis on the Ovo and Gopay is accepted and Shopeepay rejected. This proves the existence of differences in the behavior of online impulse buying between the use of digital payment Ovo, Gopay and Shopeepay although not too significant, so further research is needed to determine the factors of the other. Keywords : Digital Payment, Impulse Buying