EVALUATION OF FACTORS AFFECTING BEHAVIORAL INTENTION OF BANK NAGARI MOBILE BANKING

• Main Author: Aldita, Rosa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79376
• Institution: Institut Teknologi Bandung

Nagari Mobile Banking is a mobile banking service developed by PT Bank Pembangunan Daerah Sumatera Barat (Bank Nagari) in 2018. This application is expected to facilitate customer access to banking services in this digital era, especially customers aged 17-40 years old. Even though the status of Bank Nagari is a Salary Distribution Bank for Civil Servants (PNS) in West Sumatra, the largest number of Bank Nagari customers actually comes from the group of customers with non-civil servant status, which is 93.48 percent of the total customers. Of this amount, only 15.97 percent of Nagari Mobile Banking users are non-civil servant. Based on this data, there are a large number of non-civil servant Bank Nagari customers that can be targeted as Nagari Mobile Banking users. The user acceptance approach is an approach that can be used to overcome this problem. Therefore, this study aims to evaluate users acceptance of Nagari Mobile Banking by Bank Nagari customers who are not civil servants and aged 17-40 years. This study used a user acceptance approach with the Technology Acceptance Model (TAM) which consists of behavioral intention, perceived usefulness, perceived ease of use, trust, and social influence variables. This study involved 240 respondents through filling out a questionnaire. Data processing and further analysis were carried out using the partial least square-structural equation modeling (PLS-SEM) method. The results of the study indicated that the factors that influence the user's intention in accepting Nagari Mobile Banking are perceived usefulness and social influence. The proposed improvement of the application to increase perceived usefulness is createating features that displays account mutations within certain period, an ATM card transaction, and new account opening feature. Meanwhile, to increase social influence, Bank Nagari is advised to strengthen the application marketing communications, especially regarding the benefits of using it.