MENGUJI NIAT KONSUMEN MENGGUNAKAN LAYANAN BANK DIGITAL DI JAWA TENGAH: PERPANJANGAN MODEL UTAUT2
Abstract
ABSTRAK
Penelitian ini bertujuan untuk mengetahui niat konsumen dalam memberikan layanan Bank Digital di Jawa Tengah dengan menguji perpanjangan Model UTAUT2. Sebanyak 165 nasabah bank konvensional yang sudah menggunakan layanan berbasis digital perbankan digunakan sebagai responden, sample diambil dengan menggunakan teknik purposive sampling. Data dianalisis dengan menggunakan SEM dengan alat statistik Amos. Hasil penelitian ini menunjukkan bahwa niat konsumen menggunakan untuk layanan bank Bank Digital dipengaruhi oleh sikap konsumen, harapan kinerja, pengaruh sosial, dan kebiasaan tetapi tidak dipengaruhi oleh harapan usaha, konsisi fasilitas, motif hedonis, nilai harga. Sedangkan sikap konsumen terbukti dipengaruhi oleh semua komponen yang ada pada model UTAUT2. Hasil penelitian ini membuktikan bahwa nasabah bank konvensional memiliki sikap yang positif terhadap keberadaan Bank Digital di Jawa Tengah. Tentunya, hal ini berdampak pada tumbuhnya niat nasabah untuk mengadopsi layanan Bank Digital. Selain itu, implikasi hasil studi ini dapat digunakan sebagai bahan pertimbangan atau referensi bagi perusahaan Bank Digital dalam menentukan arah strategi terkait dengan perilaku konsumen pada layanan perbankan digital di Jawa Tengah.
ABSTRACT
This study aims to determine consumer intentions in providing Digital Bank services in Central Java by testing the extension of the UTAUT2 Model. As many as 165 conventional bank customers who have used banking digital-based services were used as respondents, samples were taken using a purposive sampling technique. Data analysis using SEM with the Amos statistical tool. The results of this study indicate that consumer intentions to use Bank Digital for bank services are influenced by consumer attitudes, performance expectations, social influences, and habits but not influenced by business expectations, facility conditions, hedonic motives, or price values. Meanwhile, consumer attitudes are proven to be influenced by all components in the UTAUT2 model. The results of this study prove that conventional bank customers have a positive attitude toward the existence of Digital Banks in Central Java. Of course, this has an impact on the growing intention of customers to adopt Digital Bank services. In addition, the implications of the results of this study can be used as material for consideration or reference for Digital Bank companies in determining strategic directions related to consumer behavior in digital banking services in Central Java.
Keywords
References
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DOI: 10.34203/jimfe.v9i2.8484
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