The Effect of Product Involvement, Perceived Value, and Attitude as Mediation on the Intention to Use “POSPAY” Apps by PT Pos Indonesia (Persero) to Create the Right Marketing Strategy through a Marketing 4.0 Perspectives
Journal Title: International Journal of Current Science Research and Review - Year 2024, Vol 7, Issue 07
Abstract
Pospay is an app from PT Pos Indonesia (Persero). The research’s background highlights the competitive pressures in the financial services industry and the necessity for transformational companies to innovate through digital offerings such as the Fintech app. The implications of this research complete a new understanding for the marketing department at PT Pos Indonesia on how to increase customer intention to use. This research can provide evaluation materials and references for implementing the right marketing strategy from the perspective of Marketing 4.0, especially to increase intention to use it with variable mediation of consumer attitudes. The results of this research can provide an overview of the fact that perceived value is the most powerful variable that contributes to efforts to increase intention to use the Pospay App. The key research problems are the need to identify the determinants of user intention in adopting FinTech apps, the role of consumer attitude in mediating these determinants, product involvement, and the practical implications for marketing strategy development. The research employs a mixed method with a descriptive approach and uses a type-3 problem-solving scenario. Quantitative data is collected through surveys, and qualitative insights are gathered via interviews or focus group discussions. Structural Equation Modelling (SEM) – Partial Least Square (PLS) with WarpPLS software is used to analyze data testing the hypothesis. The research results are as follows: Product involvement does not have a significant effect on the intention to use but has a significant effect on consumer attitudes; Perceived value has a significant effect on the intention to use and consumer attitudes; Consumer attitude has a significant effect on the intention to use and mediates the influence of perceived value on intention to use but does not moderate the influence of product involvement on intention to use. The research will provide actionable recommendations for PT Pos Indonesia, enabling them to tailor their marketing strategies better through a Marketing 4.0 perspective to meet customer needs and preferences.
Authors and Affiliations
M. Afrizal Azhari, Harimukti Wandebori,
Keywords
Related Articles
- EP ID EP740577
- DOI 10.47191/ijcsrr/V7-i7-57
- Views 60
- Downloads 0
Machine Learning Approaches for Customer Churn Prediction in the Aquaculture Technology Sector
This study investigates the application of advanced machine learning techniques for customer churn prediction in the rapidly evolving aquaculture technology sector. We employ and compare three distinct models—Logistic Re...
Prevalence and Morphometric Approach for Identification of Some Paramphistome Species in Sheep Slaughtered in Maiduguri Abattoir, Borno State
Paramphistomum cervi (Trematoda: Digenea: Paramphistomatidae), the representative species of the genus Paramphistomum, has adult flukes that inhabit the rumen and immature worms that parasitize the gallbladder and reticu...
Approaching the ASSURE Model and Proposing a Teaching Process for Mathematics Using AI Chatbots Combined with Gamification in a Self-Regulated Learning Framework
The ASSURE model is a method for designing and implementing lessons developed to optimize the teaching and learning process, particularly in integrating educational technologies. This model assists teachers in creating h...
Analysis and Prediction of Bollinger Bands to Predict Stock Prices in Determining Investment Strategies
It is critical for stock investors to be able to forecast future stock values in order to determine potential gains or losses. A technical analysis approach can be used to anticipate stock prices in the realm of stock in...
Exploring the Frontiers: A Comprehensive Review of Augmented Reality and Virtual Reality in Manufacturing and Industry
Augmented reality (AR) and virtual reality (VR) are revo- lutionizing manufacturing practices by offering immersive and interactive experiences. This review paper synthesizes current research on AR and VR’s applications,...