Measuring Factors Influencing the Adoption of OVO Feature in Grab Application in Indonesia

Abstract

The increasing number of internet users makes the number of online transactions also increase along with the development of technology for cashless payment system. Started from 2017, cashless payments seem promising for certain types of transactions, such as ride-hailing and food delivery. One of Indonesia's top financial applications since 2017 is OVO. OVO is a technology-based payment services company which uses emerging financial technologies to provide new ways for customers to live their lives. In collaboration with Grab, OVO has a role as a cashless payment system in the Grab application. Since Grab is the second largest online transportation in Indonesia and OVO in the Grab application is the only cashless payment system, it is important to analyze the factors that influence the adoption of OVO feature in the Grab application to improve OVO and Grab service positions in the future.

The objective of this research is to measuring factors influencing continuance intention of OVO feature in Grab application adoption in Indonesia. The research model used in this research is a Modified Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) Model with Trust as a new variable.

This research used data from 30 respondents who lived in Indonesia and the respondents are only the user of OVO feature in Indonesia. The questionnaire was shared and gathered through an online survey, with 45 survey items from 9 construct. Using Gender and Age as moderate variable, the respondents are divided into categories such as young age, adult age, female and male. The data gathered has been fulfilled the validity and readability criteria.