Skip to content
Research Article Open access CC BY 4.0

Assessing the Acceptance and Business Models Development Strategy of Go-Pay Indonesia Using TAM and BMC Approach

Anindita Musthika Sari, Theresia Oktovani, Widhi Kharismatyawati

South Asian Journal of Social Studies and Economics · pp. 89–113 · Published 23 Dec 2022

10.9734/sajsse/2022/v16i4625

Abstract

In pandemic situation, customers' preference for digital solutions will continue to increase to do a transaction with the platform. Push factor in the pandemic situation makes bank strives to provide a transaction banking ecosystem that can cater to the needs of customers in transitioning period to the new normal and maintain high levels of trust in a transaction using the digital platform. The impact on people’s behavior around the world, especially towards their consumption behavior has rapidly increase the adaptation of digital technology throughout sectors of industry. Banking consumers are radically changing their lives in response to the pandemic. Gopay is a leading electronic money service in Indonesia that was founded in 2016. This research focuses on identifying factors for acceptance of the Gopay application using the TAM model and mapping marketing strategies using BMC analysis. The method in this study is divided into two parts, starting with conducting an analysis using SEM-PLS followed by a SWOT analysis mapping that can identify strategies that Gojek Indonesia can implement as the developer of the Gopay payment system. The results of this study indicate that perceived security, perceived ease of use and perceived usefulness can increase interest in using Gopay. In addition, the results of the SWOT mapping analysis show that based on internal strengths and weaknesses, external opportunities and threats, there are four sets of strategic alternatives that can be taken by company managers in facing increasingly fierce competition.

Technology acceptance model business model canvas GoPay e-wallet

References (35)

  1. 1 Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology [DOI]
  2. 2 User Acceptance of Information Technology: Toward A Unified View1 [DOI]
  3. 3 A new criterion for assessing discriminant validity in variance-based structural equation modeling [DOI]
  4. 4 User Acceptance of Computer Technology: A Comparison of Two Theoretical Models [DOI]
  5. 5 A meta-analysis of the technology acceptance model [DOI]
  6. 6 Consistent Partial Least Squares Path Modeling1 [DOI]
  7. 7 Technology acceptance model: a literature review from 1986 to 2013 [DOI]
  8. 8 User Acceptance Enablers in Individual Decision Making About Technology: Toward an Integrated Model [DOI]
  9. 9 PENGEMBANGAN MEDIA PEMBELAJARAN
  10. 10 Cashless Transactions: A Study on Intention and Adoption of e-Wallets [DOI]
  11. 11 The Case for a Socially Oriented Business Model Canvas: The Social Enterprise Model Canvas [DOI]
  12. 12 The concept of security and trust in electronic payments [DOI]
  13. 13 TAM-based success modeling in ERP [DOI]
  14. 14 FROM PHYSICAL TO DIGITAL: INVESTIGATING CONSUMER BEHAVIOUR OF SWITCHING TO MOBILE WALLET [DOI]
  15. 15 Does the reputation of the provider matter? A model explaining the continuance intention of mobile wallet applications [DOI]
  16. 16 A Targetron-Recombinase System for Large-Scale Genome Engineering of Clostridia [DOI]
  17. 17 Problems, Common Beliefs and Procedures on the Use of Partial Least Squares Structural Equation Modeling in Business Research [DOI]
  18. 18 Perceived Usage of E-Wallet among the Y Generation in Surabaya based on Technology Acceptance Model [DOI]
  19. 19 Consumers’ Behavioural Intention to Accept of the Mobile Wallet in Malaysia [DOI]
  20. 20 Perceived Usefulness, Perceived Ease of Use, and Social Influence: Intention to Use e-Wallet [DOI]
  21. 21 Analisis Usaha Mikro dengan Pendekatan Business Model Canvas (BMC) [DOI]
  22. 22 Kontribusi perceived usefulness, perceived ease of use dan perceived security terhadap behavioral intention to use aplikasi JAKET [DOI]
  23. 23 An investigation of Generation Z's Intention to use Electronic Wallet in Vietnam [DOI]
  24. 24 Why Does Risk Communication Matter? Preventive and Excessive Health Behavior among Uninfected People [DOI]
  25. 25 Exploring hybrid learning readiness and acceptance model using the extended TAM 3 and TPB approach: An empirical analysis [DOI]
  26. 26 Why HR, corporate and marketing communication divisions should work together? [DOI]
  27. 27 The impact of vocational perception on entrepreneurial intention [DOI]
  28. 28 The Effect of Perceived Security, Ease of Use and Perceived Usefulness on Intention to Use Towards Mobile Payment Services in Indonesia [DOI]
  29. 29 Implementasi Business Model Canvas Pada CV. Media (Penerbit dan Distributor Buku Pelajaran PAUD) [DOI]
  30. 30 Formulasi Strategi Menggunakan Bisnis Model Canvas [DOI]
  31. 31 mSphere of Influence: Going Native, or the Risk of Overreliance on Recombinant Antigens [DOI]
  32. 32 A primer on partial least squares structural equation modeling (PLS-SEM) [DOI]
  33. 33 A technology acceptance model for empirically testing new end-user information systems : theory and results
  34. 34 Security Issues in Mobile Payment from the Customer Viewpoint
  35. 35 10.35590/jeb.v6i2 [DOI]

Cited by 2

SILVER TRAVELERS: UNDERSTANDING PENSIONER’S DIGITAL PAYMENT ADOPTION

Shahira Ariffin, Intan Syafinaz Mat Shafie, Norsiah Ahmad · Quantum Journal of Social Sciences and Humanities · 2026

Analysis Of Business Implementation on Shopeepay Digital Wallet using Business Model Canvas (BMC) and Swot Analysis

Nella Aginta Pinem, Fifi Sulistyawati, Eirene Nifati Pangkey Gulo · Jurnal Impresi Indonesia · 2023

Related research

Article metrics

Real usage data collected on this platform.

39

Page views

0

PDF downloads

10

Outbound clicks

2

Citations

Views over time

Views by country

Approximate, from request IP at view time — not citizenship or institution. Countries with fewer than 5 views are grouped as "Other".

Traffic sources

Referring site, by host.

Views and downloads exclude known bots/crawlers. Citations combines this platform's own DOI-resolved index with each external source's own reported total — see Cited by above for individually listed citing works. Last refreshed 0 seconds ago.