TECHNOLOGY READINESS & ACCEPTANCE MODEL FRAMEWORK IN DETERMINING THE PROPOSED STRATEGY TO ENHANCE MAWAR EFX UTILIZATION: BANK MAWAR CASE STUDY

• Main Author: Zaki Ramadhan, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70035
• Institution: Institut Teknologi Bandung

In the midst of digitalization outbreak in banking industry, it is necessary to optimize electronic channels owned by banks, both channels placed on customers and channels placed in the internal banks themselves. This is intended so that the goal of efficiency and effectiveness of transactions through electronic channels is achieved, as well as being important in such a tight banking competition. Investments that have been used to develop electronic system used by internal bank employees to transact currency exchange (forex) are the objects of this research. This research aims to examine the influence of components on Technology Readiness and Acceptance Model framework on the actual use of certain electronic system, specifically on electronic systems for branch employees to conduct forex transactions. The e-Forex (e-Fx) system available at a branch is analyzed using 2 approaches, internal and external approaches. The internal analysis approach is carried out through interviews with direct users and supervisors, and questionnaires to direct users. Interviews were conducted with 5 respondents from direct users and 3 system supervisors. The questionnaire was conducted to 88 respondents from direct users. The external analysis approach is carried out through competitor analysis and PESTEL analysis (political, economic, social, technological, environmental, legal). The direct users selected as respondents are bank employees who have user access to the e-Fx system, which is divided between active and inactive users. The results of questionnaire were analyzed using the SEM-PLS analysis technique. The results showed that there was a positive and significant influence on the user's technology readiness variable and the user’s perceived of usefulness to system actual use. There are several room of improvement that can be done based on the results of existing internal and external analysis, to be used as the basis for proposed strategy preparation. Based on internal and external analysis, this study formulates a strategy using SWOT analysis, then proposals will be selected to answer the main needs of system’s direct users. Each of strategy proposals will be detailed by considering the time and person in charge so that they can be implemented as planned.