Strategi Peningkatan Continuance Use Intention Pengguna Aplikasi Crypto XYZ dengan Pendekatan Expectation-Confirmation Model

Abstract

Perkembangan aplikasi perdagangan aset kripto di Indonesia meningkat pesat dengan hadirnya berbagai platform yang menawarkan kemudahan akses dan fitur investasi beragam. Penelitian ini bertujuan merumuskan strategi peningkatan continuance use intention pengguna Aplikasi XYZ. Pendekatan yang digunakan adalah kuantitatif melalui survei online terhadap 200 responden yang ditentukan secara purposive sampling. Analisis dilakukan secara deskriptif dan SEM-PLS berdasarkan kerangka Expectation-Confirmation Model dengan menambahkan variabel system quality, structural assurance, dan trust. Mayoritas responden merupakan Generasi Z, berpendapatan Rendah, dan pengguna yang bertransaksi rendah. Faktor confirmation, perceived usefulness, satisfaction, system quality, structural assurance, dan trust berpengaruh signifikan terhadap continuance use intention dan satisfaction sebagai faktor paling berpengaruh. Strategi peningkatan dilakukan melalui penambahan fitur, smart transaction assistant, community hub, crypto stability mode, transparansi hukum, dan service commitment dashboard.

The development of crypto asset trading applications in Indonesia is increasing rapidly with the presence of various platforms offering easy access and diverse investment features. This study aims to formulate a strategy to improve the continuance use intention of XYZ Application users. The approach used was quantitative through an online survey of 200 respondents selected using purposive sampling. Analysis was conducted using descriptive and SEM-PLS methods based on the Expectation-Confirmation Model framework, adding the variables of system quality, structural assurance, and trust. The majority of respondents were Generation Z, low-income, and low-transaction users. The factors of confirmation, perceived usefulness, satisfaction, system quality, structural assurance, and trust significantly influenced continuance use intention, with satisfaction being the most influential factor. Improvement strategies were implemented through the addition of features, a smart transaction assistant, a community hub, a crypto stability mode, legal transparency, and a service commitment dashboard.