Analisis Persepsi Pelanggan Terhadap Penggunaan Pembayaran Cashless pada UMKM Kedai Kopi Jember
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Abstract
Perkembangan teknologi digital telah mendorong penerapan sistem pembayaran cashless di berbagai sektor, termasuk pada Usaha Mikro, Kecil, dan Menengah (UMKM) di sektor kedai kopi. Penelitian ini bertujuan untuk menganalisis persepsi pelanggan terhadap penggunaan pembayaran cashless di kedai kopi UMKM di Jember. Metode penelitian yang digunakan adalah survei kuantitatif dengan pengumpulan data melalui kuesioner yang diisi oleh 100 responden pelanggan kedai kopi di wilayah Jember. Analisis data dilakukan untuk mengetahui pandangan pelanggan terkait kemudahan, kenyamanan, keamanan, serta pengaruhnya terhadap kepuasan dan loyalitas pelanggan. Hasil penelitian menunjukkan bahwa sebagian besar pelanggan memiliki persepsi positif terhadap penggunaan pembayaran cashless, terutama dalam aspek kemudahan dan kenyamanan. Namun, terdapat kekhawatiran mengenai privasi dan keamanan data, yang berpengaruh pada niat beli ulang mereka. Temuan ini diharapkan dapat memberikan wawasan bagi pemilik UMKM kedai kopi untuk meningkatkan pelayanan dan mempertimbangkan preferensi pelanggan dalam penggunaan teknologi pembayaran.
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