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

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.