FACTORS INFLUENCING THE ADOPTION OF DIGITAL BANKING IN THE PRODUCTIVE AGE CITIZENS OF INDONESIA

• Main Author: Kiliari, Geraldo
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41284
• Institution: Institut Teknologi Bandung

Banking industry has been growing rapidly and currently in the post-digital age where their target customers always have gadgets in their pocket. This leads to new and innovative technology which banks have to provide to adapt with the market, hence the development of digital banking. This research serves a purpose for current and future digital banking service providers to make optimal strategic plans regarding customer penetration and engagement based on the factors which influence the adoption of digital banking. The Author used descriptive analysis to describe the characteristics of the respondents, independent-samples t-test to analyze the implications between the respondents’ profile and their lifestyle based on their Digital Savviness Index, multiple linear regression to analyze the factors which influence the adoption of digital banking, and path analysis to examine which factor has the biggest influence towards digital banking adoption. The model for the multiple linear regression analysis is constructed by combining Diffusion of Innovation and Technology Acceptance Model, which consist of relative advantage, compatibility, perceived ease of use, self-efficacy, and complexity as the independent variables and perceived usefulness as the dependent variable. The result was concluded from 305 respondents. Women tend to have higher mean of Digital Savviness Index compared to men, and the same goes for digital banking users compared to the non-users. All of the independent variables resulted to have significant influence towards the dependent variable. And relative advantage has the biggest influence towards perceived usefulness compared to the other independent variables.