Minat penggunaan ulang layanan perbankan digital dengan pendekatan technology acceptance model

Indri, Nurfitriani (2021) Minat penggunaan ulang layanan perbankan digital dengan pendekatan technology acceptance model. Masters thesis, IPB University.

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Abstract

Along with the development of fintech, banking businesses are starting to carry out digital transformation. One of the companies that have transformed by relying on digital technology is PT Bank Tabungan Pensiunan Nasional Tbk. Bank BTPN is taking one step forward to revolutionize the banking world by launching a digital banking platform or application, namely Jenius. The objectives of this study were (1) to analyze the effect of perceived ease of use, perceived usefulness, brand image, and co-creation toward attitude towards using Bank BTPN's Jenius digital banking platform; (2) to analyze the influence of a brand image, attitude towards using and co-creation on behavior's intention to use the Bank BTPN's Jenius digital banking platform; and (3) to formulate the managerial implications for increasing acceptance of Bank BTPN's Jenius digital banking platform. A quantitative approach was carried out by surveying BTPN Bank customers who have used the Jenius service. Data were collected online on 150 Bank BTPN customers who used Jenius services selected by purposive sampling. Endogenous variables in this study are attitude toward using and behavior intention to use, while exogenous variables are perceived usefulness, perceived ease of use, brand image, and co-creation. The analysis used in this research were descriptive analysis and the Structured Equation Model (SEM). The results showed that attitude towards using the Jenius Bank BTPN digital banking platform was influenced by perceived usefulness, perceived ease of use, and co-creation. These factors positively influence attitude toward using, which in turn also have a significant effect on behavior intention to use. Brand image and attitude toward using have a significant direct impact on behavior intention to use. This means that the better the brand image of Jenius, the higher the customers' interest to reuse this application. In total effect, perceived ease of use has the most considerable total effect value on perceived usefulness. The managerial implication that Bank BTPN could be taken is to form a distinctive feature that differentiates the Jenius application from similar competitors, one of which is Jenius's efforts to be more adaptive in seeing technological developments, which can then be applied to customer banking needs. Bank BTPN can also build a brand image by actively conducting online and offline promotions. The Jenius name is increasingly recognized and can increase long-term acceptance from customers and prospective customers. Jenius must provide up-to-date information on matters related to account security.

Item Type: Thesis (Masters)
Uncontrolled Keywords: attitude towards using, behavior intention to use, co-creation, layanan perbankan digital, technology acceptance model attitude towards using, behavior intention to use, co-creation, digital banking services, technology acceptance model,Structured Equation Model, SEM
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 07 Feb 2022 06:44
Last Modified: 07 Feb 2022 06:44
URI: http://repository.sb.ipb.ac.id/id/eprint/3797

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