Pengaruh Persepsi Keamanan, Citra Perusahaan, dan Price Value terhadap Minat Menggunakan Kembali Shopee PayLater

Abstract

Penelitian ini dilatarbelakangi oleh meningkatnya penggunaan layanan paylater di Indonesia, namun tingginya adopsi belum tentu menunjukkan minat pengguna untuk terus menggunakan layanan secara berkelanjutan. Penelitian ini menganalisis pengaruh persepsi keamanan, citra perusahaan, dan price value terhadap minat menggunakan kembali Shopee PayLater, serta peran trust sebagai variabel mediasi, menggunakan pendekatan kuantitatif melalui survei terhadap 157 pengguna Shopee PayLater di Jabodetabek. Data dianalisis menggunakan analisis deskriptif dan SEM-PLS. Hasil pengujian menunjukkan bahwa price value berpengaruh positif dan signifikan terhadap minat menggunakan kembali dengan kontribusi terbesar. Persepsi keamanan juga berpengaruh positif dan signifikan, sedangkan citra perusahaan dan trust tidak berpengaruh signifikan. Trust juga tidak memediasi hubungan persepsi keamanan dan citra perusahaan terhadap minat menggunakan kembali. Implikasi penelitian menunjukkan bahwa Shopee PayLater perlu memperkuat transparansi biaya, persepsi manfaat, keamanan transaksi, dan strategi retensi sesuai kebutuhan pengguna muda.

This study is motivated by the increasing use of paylater services in Indonesia; however, high adoption does not necessarily indicate users’ intention to continue using the service sustainably. This study analyzes the effect of perceived security, corporate image, and price value on the continuance intention to use Shopee PayLater, as well as the role of trust as a mediating variable. A quantitative approach was employed using a survey method involving 157 Shopee PayLater users in the Jabodetabek area. The data were analyzed using descriptive analysis and SEM-PLS. The results show that price value has a positive and significant effect on continuance intention, with the largest contribution. Perceived security also has a positive and significant effect, while corporate image and trust do not have a significant effect on continuance intention. Trust also does not mediate the relationship between perceived security and corporate image on continuance intention. The implications of this study suggest that Shopee PayLater needs to strengthen cost transparency, perceived benefits, transaction security, and retention strategies that align with the needs of young users.