The Effect of perceived value, social influence and direct incentive on intetions switch for OVO users in Surabaya

OVO is one of the mobile payment applications that is being used by many people to shop for goods and food and drinks. Although OVO is not the only company that provides mobile payment services but OVO also provides a variety of services to facilitate its users. Therefore, thesis writers want to know that whether using existing technology will lead to the desire to switch to using other mobile payment applications for OVO users in Surabaya using the direct incentive factor. The author uses Universal Theory of Adoption and Use of Technology (UTAUT) as the basis of a theoretical foundation such as Social Influence and several additional variables such as Quality Value, Emotional Value, Social Value, and Direct Incentive. In this thesis there are a sample of 175 people who know and used the OVO application who lives in Surabaya, more than 17 years old. Questionnaires distributed via Google Form. The data analysis technique used in this paper is multiple regression analysis and the analytical tool used is IBM SPSS Statistics. Of the 5 hypotheses proposed, there are 2 hypotheses that are rejected. Emotional Value does not significantly affect Switching Intention. This thesis also provides advice to companies and OVO management in developing the quality and level of trust of users so as not to switch to other mobile payment applications. Suggestions for writers interested in expanding this thesis writing can add several other variables such as trust and word of mouth