PENGARUH PERCEIVED EASE OF USE, PERCEIVED USEFULNESS DAN TRUST TERHADAP INTENTION TO USE FITUR BUY ONLINE PICK-UP IN STORE (BOPIS) PADA PENGGUNA APLIKASI ALFAGIFT DI INDONESIA

THE EFFECT OF PERCEIVED EASE OF USE, PERCEIVED USEFULNESS AND TRUST ON THE INTENTION TO USE THE BUY ONLINE PICK-UP IN STORE (BOPIS) FEATURE AMONG ALFAGIFT APPLICATION USERS IN INDONESIA

Perkembangan teknologi digital mendorong transformasi dalam perilaku belanja konsumen, termasuk munculnya model Buy Online Pick-Up in Store (BOPIS) yang menggabungkan kenyamanan belanja daring dan efisiensi pengambilan di toko fisik. Alfagift, sebagai aplikasi belanja dari jaringan ritel Alfamart, telah menghadirkan fitur BOPIS untuk menjawab kebutuhan konsumen modern yang serba cepat. Namun, adopsi fitur ini belum sepenuhnya optimal di kalangan pengguna. Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Ease of Use, Perceived Usefulness, dan Trust terhadap Intention to Use fitur BOPIS pada pengguna aplikasi Alfagift di Indonesia. Pendekatan analitik regresi linier berganda dan metode survei digunakan dalam penelitian kuantitatif ini. Pengambilan sampel bertujuan digunakan untuk memilih sampel, dan responden adalah pengguna Alfagift yang sudah familiar dengan fitur BOPIS. Diharapkan temuan penelitian ini akan memberikan wawasan empiris tentang variabel psikologis yang memengaruhi niat untuk menggunakan fitur BOPIS, serta memberikan masukan strategis bagi pengembangan layanan omnichannel di sektor ritel digital.

The Buy Online Pick-up in Store(BOPIS) model, which combines the ease of online shopping with the effectiveness of in-store pickup, is one example of how the development of digital technology has changed customer purchasing behavior. The BOPIS feature was added to Alfagift, a shopping app created by the Alfamart retail chain, to satisfy the needs of contemporary, fast-paced consumers. However, the adoption of this feature remains suboptimal among users. This study aims to Examine how users' intentions to utilize the BOPIS function in the Alfagift application in Indonesia are influenced by perceived usefulness, perceived ease of use, and trust. Multiple linear regression analysis and the survey method are used in a quantitative manner. Purposive sampling was used to choose the sample, which consists of Alfagift users who are familiar with the BOPIS feature. The results are expected to provide empirical insights into the psychological factors affecting the intention to use BOPIS and offer strategic recommendations for enhancing omnichannel services in the digital retail sector.