The Effect of Product Involvement, Perceived Value, and Attitude as Mediation on the Intention to Use “POSPAY” Apps by PT Pos Indonesia (Persero) to Create the Right Marketing Strategy through a Marketing 4.0 Perspectives

Pospay is an app from PT Pos Indonesia (Persero). The research’s background highlights the competitive pressures in the financial services industry and the necessity for transformational companies to innovate through digital offerings such as the Fintech app. The implications of this research complete a new understanding for the marketing department at PT Pos Indonesia on how to increase customer intention to use. This research can provide evaluation materials and references for implementing the right marketing strategy from the perspective of Marketing 4.0, especially to increase intention to use it with variable mediation of consumer attitudes. The results of this research can provide an overview of the fact that perceived value is the most powerful variable that contributes to efforts to increase intention to use the Pospay App.

The key research problems are the need to identify the determinants of user intention in adopting FinTech apps, the role of consumer attitude in mediating these determinants, product involvement, and the practical implications for marketing strategy development. The research employs a mixed method with a descriptive approach and uses a type-3 problem-solving scenario. Quantitative data is collected through surveys, and qualitative insights are gathered via interviews or focus group discussions. Structural Equation Modelling (SEM) – Partial Least Square (PLS) with WarpPLS software is used to analyze data testing the hypothesis.

The research results are as follows: Product involvement does not have a significant effect on the intention to use but has a significant effect on consumer attitudes; Perceived value has a significant effect on the intention to use and consumer attitudes; Consumer attitude has a significant effect on the intention to use and mediates the influence of perceived value on intention to use but does not moderate the influence of product involvement on intention to use. The research will provide actionable recommendations for PT Pos Indonesia, enabling them to tailor their marketing strategies better through a Marketing 4.0 perspective to meet customer needs and preferences.