ANALYSIS OF THE EFFECTS OF PERCEIVED BENEFIT AND PERCEIVED EASE ON CONSUMER INTEREST IN USING SINGLE TRIP TICKET OF MRT JAKARTA AND THE IMPACT ON BUYING DECISION

The purpose of the present study was determining the result of Analysis of the Effects of Perceived Benefit and Perceived Ease on Consumer Buying Interest in Single Trip Ticket of MRT Jakarta and the Impact on Buying Decision. The present study used descriptive research design with survey method. Sampling used purposive sampling technique. The present study was tested using structural equation modeling – Lisrel to examine the effect of significance of the entire model and preset path. The finding showed that Perceived Benefit and Perceived Ease significantly affected Consumer Buying Interest. The present study also showed that Consumer Buying Interest affected Buying Decision. The company should improve Perceived Benefit and Perceived Ease.


INTRODUCTION
Technological development in Indonesia makes all business fields in Indonesia, i.e. clothing, food and beverage, education, and transportation, grow and compete. People use transportation to move human or goods using tool or vehicle from one place to another place which are geographically separated. Transportation plays an important role in driving the economy, growing industry, and affecting people's lives. The government has an important role in developing domestic transportation infrastructures to reduce traffic in major cities such as Jakarta.
Jakarta as the state capital is the center of Indonesia's economic activities. Many stakeholders in Indonesia have headquarters and representative offices in Jakarta, starting from executive, legislative, judiciary government agencies, state-owned enterprises and private enterprises, to representatives of other countries. The strategic position of Jakarta and today's positive economic growth create growth in residential accommodations, commercial areas, consumption of goods and Available Online: https://dinastipub.org/DIJMS Page 71 services, and other needs. There's also increased demand for transportation to connect locations of economic activities and social activities. The demand covers the entire DKI Jakarta and surrounding regions, i.e. South Tangerang, Tangerang, Depok, Bekasi and Bogor.
To anticipate the demands for mass transportation, the government planned the construction of MRT in Jakarta in 1985. In 2005, the President of the Republic of Indonesia stated that MRT Jakarta project was a national project in which the central government and the provincial government of DKI Jakarta worked and shared responsibilities.
As a new mass transportation in Jakarta, MRT is designed to be a reliable and high quality  Based on Table 2. the data of usage of payment method issued by MRT Jakarta, currently most MRT Jakarta passengers pay the tariff using electronic money from the Bank.
MRT Jakarta also promotes it by working with businesspeople around MRT Jakarta stations, e.g. Mall FX Sudirman, Klinikoo Dental Care, Pizza Hut, Twin House Cipete, and Kafe Sunyi, by showing Single Trip Ticket and top up receipt when making transaction at the merchants.
The data shows that transaction using MRT Jakarta card tends to decline, so the researcher would like to determine factors causing it. Preliminary research was performed on the research variables, as shown in Table 3. below. - Based on Table 3, ease, benefit and sales service were chosen by most respondents in the preliminary survey as the three most dominant variables. Many studies discuss factors affecting consumer interest in transaction using card or electronic money to pay. There are some gaps in prior studies on factors affecting people's interest in using card or electronic money to pay.
Based on the result of the preliminary survey and research gap described above, the research title is "Analysis of the Effects of Perceived Benefit and Perceived Ease on Consumer Interest in Using Single Trip Ticket of MRT Jakarta and the Impact on Buying Decision".

LITERATURE REVIEW
Perceived Benefit according to Venkatesh and Davis (2000) is how far one believes that using a system will improve their performance. Perceived benefit consisted of system usage could improve individual performance, system usage could improve effectiveness of individual performance, system usage benefited individual.
Perceived Ease according to Venkatesh and Davis (2000) is how much using an innovation is considered difficult to use and the level of user's belief that technology can be used easily and free from problem. Perceived benefit consisted of clear and understandable individual interaction with system, not requiring much efforts to interact with system, easy to use system, easy to use system to operate as the individual wants.
Buying Interest according to Hsiaoping Yeh (2015) is a form of consumer's willingness to buy certain product. Research results show that consumer buying intention is affected by their motivation and preference to buy certain brand.
Buying Decision according to (Kotler & Keller 2016) is a part of consumer behavior. Consumer behavior is a study on how individual, group, and organization select, buy, use how goods, service, idea or experience satisfy their needs. Buying decision is inseparable from the character of a consumer, so every consumer has different habit in making purchase.
Framework is narration (description) or statement (proposition) on conceptual frame to solve identified or formulated problem. The framework of the present study is below:

RESEARCH METHODS
The present study was a causal relation using descriptive research method with survey type quantitative approach. The research population in the present study was customers of MRT Jakarta. The data collection method in the present study was questionnaire using likert scale with five research scores administered to 200 respondents who met the sample criteria. The questionnaire was distributed online via google form. In the present study, the variables were categorized into: (1) Independent variables i.e.; (X1) Perceived Benefit and (X2) Perceived Ease (2) and Dependent variables i.e.; (Y) Buying Interest n and (Z) Buying Decision. The data analysis of the present study used LISREL 8.80 for processing primary data.

FINDINGS AND DISCUSSION
Validity test shows how far an instrument can measure a variable to be measured. The basis for deciding whether a statement is valid or not is below: (1) if r is positive and r ≥ 0.50, then the statement item is valid, while (2) if r is positive and r < 0.50, then the statement item isn't valid. Based on Figure 2, all statement items are valid because all r values of the statements are ≥ 0.50.

Fig. 2. Standardized Loading Factor (SLF)
Reliability test aims to determine the consistency of an instrument. The basis for deciding whether a research variable is reliable or not is as follows: (1) if Construct Reliability ≥ 0.70 or Variance Extract ≥ 0.50, then the research variable is reliable, while (2) if Construct Reliability < 0.70 or Variance Extract < 0.50, then the research variable isn't reliable. In the present study, all variables have construct reliability ≥ 0.70 and Variance Extract ≥ 0.50, so all research variables are reliable.    E-money Users in Tanah Abang Area)" concludes that perceived benefit has significant positive effect on interest in using e-money.
Research hypothesis (H 2 ) states that perceived ease has positive and significant direct effect on buying interest. The result of SEM test showed that price positively and significantly affected buying decision, indicated by t-value 9.17 times higher than MRT Jakarta.
By analyzing the research result, the following suggestions can be used for consideration and input for PT. MRT Jakarta and future researchers: Respondents who think they'll benefit from using electronic money will be interested to use electronic money. Respondents think using MRT card in daily activities will increase productivity, make performance more efficient, and help payment transaction.
b. PT. MRT Jakarta should develop and improve perceived ease as the study finds that PT. MRT Jakarta is good, so it should be maintained. However, some indicators should be improved to increase consumer buying interest, including: 1. Adding stall to enter MRT area to reduce queue because MRT card and electronic money users are separated.
3. Enabling top-up via NFC smartphone so that customers who have NFC feature in their smartphones don't have to come to top-up location.
4. Developing MRT mobile application which is accessible from smartphone with various features to help customers perform day=ily activities related to online purchase or payment.
If respondents believe that information system is easy to use, the customers will use them. The respondents also feel MRT is easy to learn, use, understand, and master. b. Future researchers also should study the same variables by changing the object or research location to see if the research result is consistent in various different objects and places.