BAGAIMANA PENGARUH DOMPET DIGITAL TERHADAP KEPUTUSAN PEMBELIAN? MODEL MEDIASI (STUDI KASUS: PELANGGAN RESTORAN BAKSO DI WONOGIRI)

Fajar Muharohmah, Rayhan Gunaningrat, Triana Triana

Abstract


ABSTRAK

Perkembangan teknologi digital telah mendorong meningkatnya penggunaan dompet digital sebagai metode pembayaran pada layanan pesan-antar makanan, termasuk GoFood. Namun, keputusan pembelian konsumen tidak hanya dipengaruhi oleh penggunaan dompet digital, tetapi juga oleh persepsi kemudahan penggunaan yang dirasakan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh penggunaan dompet digital terhadap keputusan pembelian, pengaruh penggunaan dompet digital terhadap persepsi kemudahan penggunaan, pengaruh persepsi kemudahan penggunaan terhadap keputusan pembelian, serta peran persepsi kemudahan penggunaan dalam memediasi pengaruh penggunaan dompet digital terhadap keputusan pembelian pada pengguna GoFood di Kabupaten Wonogiri. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Sampel penelitian berjumlah 100 responden yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan skala Likert lima poin, sedangkan analisis data menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa penggunaan dompet digital berpengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,396; p < 0,001) dan terhadap persepsi kemudahan penggunaan (β = 0,415; p < 0,001). Persepsi kemudahan penggunaan juga berpengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,458; p < 0,001). Selain itu, persepsi kemudahan penggunaan terbukti memediasi secara parsial pengaruh penggunaan dompet digital terhadap keputusan pembelian dengan nilai indirect effect sebesar 0,190 dan total effect sebesar 0,586. Temuan ini menunjukkan bahwa semakin tinggi tingkat penggunaan dompet digital dan semakin mudah teknologi tersebut digunakan, maka semakin besar kecenderungan konsumen untuk melakukan pembelian melalui aplikasi GoFood.

 

ABSTRACT

The development of digital technology has driven the increasing use of digital wallets as a payment method for food delivery services, including GoFood. However, consumer purchasing decisions are not only influenced by the use of digital wallets, but also by consumers' perceived ease of use. This study aims to analyze the influence of digital wallet usage on purchasing decisions, the influence of digital wallet usage on perceived ease of use, the influence of perceived ease of use on purchasing decisions, and the role of perceived ease of use in mediating the influence of digital wallet usage on purchasing decisions among GoFood users in Wonogiri Regency. This study uses a quantitative approach with an explanatory research type. The research sample consisted of 100 respondents selected using a purposive sampling technique. Data collection was carried out through the distribution of questionnaires with a five-point Likert scale, while data analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS. The results showed that digital wallet use had a positive and significant effect on purchasing decisions (β = 0.396; p < 0.001) and on perceived ease of use (β = 0.415; p < 0.001). Perceived ease of use also had a positive and significant effect on purchasing decisions (β = 0.458; p < 0.001). Furthermore, perceived ease of use was shown to partially mediate the influence of digital wallet use on purchasing decisions, with an indirect effect of 0.190 and a total effect of 0.586. These findings indicate that the higher the level of digital wallet use and the easier the technology is to use, the greater the consumer's tendency to make purchases through the GoFood app.


References


Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed). Lawrence Erlbaum Associates.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/https://doi.org/10.2307/249008

Djakaria, A. Z. (2023). BThe Influence of Ease of Use on ShopeeFood Online Purchasing Decisions Pengaruh Kemudahan Penggunaan Terhadap Keputusan Pembelian Online Pada ShopeeFood. 4(2), 40–49.

Elverda, E., Nahdah, T. A., & Hamali, S. (2025). Analysis of Factors Affecting Consumer Decision-Making in Choosing Online food delivery in Indonesia. Journal of Consumer Sciences, 10(1), 118–144. https://doi.org/10.29244/jcs.10.1.118-144

Hair, J. F., Hult, G. T. ., Ringle, C. ., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed). SAGE Publications.

Karim, A., & Harkandi, A. . (2023). Pengaruh kemudahan penggunaan dan promosi terhadap keputusan penggunaan dompet digital GoPay. Ikraith-Humaniora: Jurnal Sosial dan Humaniora, 7(2), 134–143.

Karisma, P., & Prananta, W. (2025). Pengaruh perceived ease of use dan content marketing terhadap keputusan pembelian. Unnes Business Quarterly, 1(1), 1–14.

Lubis, A., Syahreza, D. S., Aulia, D., Tambunan, I. P., Nurbani, K., & Hutapea, M. N. (2025). Promo Gofood Dan Kemudahan Penggunaan Gopay Sebagai Faktor Penentu Keputusan Pembelian Mahasiswa Manajemen Universitas Negeri Medan. 8, 224–234.

Momentum Works. (2024). Food delivery platforms in Southeast Asia 2024. Momentum Works Pte. Ltd.

Nurcahyo, R., Pratama, A. ., & Hadiansah, I. (2023). Enhancing user satisfaction in Indonesia’s e-wallet market: A comprehensive analysis. 2023, Article 8864865. Human Behavior and Emerging Technologies, Article 8864865. https://doi.org/https://doi.org/10.1155/2023/8864865

Rifky, M. . (2023). Pengaruh persepsi kemudahan, kualitas layanan, dan keamanan transaksi terhadap sikap dan niat penggunaan GoFood di Jakarta. Repository UPN Veteran Jakarta.

Soraya, N. ., & Santosa, S. . (2023). Pengaruh promo pengembalian dana, diskon, dan kualitas layanan terhadap keputusan pembelian dengan kepercayaan merek sebagai variabel intervening (Studi pada dompet digital GoPay di Indonesia). Diponegoro Journal of Management, 12(1), 1–12.

Suprayitno, V. . (2025). The influence of trust on purchase decision using GoPay among Gen Z: A conceptual framework. Dalam Prosiding International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM). Universitas Negeri Jakarta.

Tarigan, A., Priambodo, C., & Christanto, B. (2026). The effect of financial literacy, subjective norms, and perceived behavioral control on the use of GoPay digital wallet with intention as a mediation variable. Journal of Management: Small and Medium Enterprises (SMEs), 19(1), 1–16.




DOI: http://dx.doi.org/10.35906/jep.v12i1.2962

Article Metrics

Abstract view : 136 times
PDF (Bahasa Indonesia) - 40 times

The Author Owns the Copyright of The Article Published in Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo

Article Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo been through a peer review process prior to publication. Journals, editors and editorial boards have the right or obligation to retract articles that contain inaccurate and misleading data if any. Read the Plagiarism Policy and Publication Ethics. Use of this site signifies your agreement to the Terms of Use.


This is an open access article distributed under the terms Creative Commons Attribution-ShareAlike 4.0 International License Creative Commons License.

Website Layout and Editing © 2016 Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo on Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo.