Analisis Perilaku Adopsi Bank Digitial pada Generasi Z
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Keywords:
Bank Digital, Gen-Z, TAM
Abstract
The purposes of this study is to determine the factors that influence the adoption of digital bank based on the concept of the Technology Acceptance Model (TAM) in gen-Z. The sampling technique in this study used judgement sampling with a sample size of 228 respondents. The data analysis technique uses Structural Equation Modeling (SEM) inferential analysis with WarpPLS 8.0. The results of this study revealed that perceived ease of use (PEOU) and perceived usefulness (PU) have a positive and significant effect on attitudes (ATT). PEOU indirectly has a positive and significant effect on PU. Directly PU has a positive and significant effect on behavioral intention (BI). ATT directly has a positive and significant effect on BI in digital bank adoption. The implications of this study for digital bank managements are to pay attention to the factors of usefulness and ease of use of digital banks as a stimulus to ATT that produces actions through BI in digital banking adoption, especially for gen-Z as a potential target market for digital bank marketing.
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References
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[33] Mehrabian A, Russell JA. An Approach to Environmental Psychology. Cambridge, MA: MIT Press; 1974.
[34] Islam JU, Rahman Z, Hollebeek LD. Personality factors as predictors of online consumer engagement: an empirical investigation. Marketing Intelligence and Planning 2017;35:510–28. https://doi.org/10.1108/MIP-10-2016-0193.
[35] Chen CC, Yao JY. What Drives Impulse Buying Behaviors in a Mobile Auction? The Perspective of the Stimulus-Organism-Response Model. Telematics and Informatics 2018;35:1249–62. https://doi.org/10.1016/j.tele.2018.02.007.
[36] Cooper DR, Schindler PS. Business Research Methods 12th Edition. Twelfth Ed. New York: McGraw-Hill Companies, Inc, NY; 2014.
[37] Handayani R. Metodologi Penelitian Sosial Ekonomi. Cetakan I. Yogyakarta: Trussmedia Grafika; 2020.
[38] Hair JF, Hult GTM, Ringle CM, Sarstedt M. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Second Edition. Thousand Oaks, California: SAGE Publications, Inc; 2017.
[39] Hair JF, Black WC, Babin BJ, Anderson ER. Multivariate Data Analysis. Eighth. Hampshire: Pearson Education, Inc; 2019.
[40] Nguyen OT. Factors Affecting the Intention to Use Digital Banking in Vietnam. Journal of Asian Finance, Economics and Business 2020;7:303–10. https://doi.org/10.13106/jafeb.2020.vol7.no3.303.
[2] Wijaya IGNS, Ekayasa MD. Perilaku Keputusan Pembelian Generasi Y dan Z dalam Penggunaan E-Commerce di Masa Pasca Pandemi. Jurnal Nusantara Aplikasi Manajemen Bisnis 2022;7:338–57. https://doi.org/10.29407/nusamba.v7i2.18357.
[3] Yip AWH, Bocken NMP. Sustainable Business Model Archetypes for The Banking Industry. J Clean Prod 2018;174. https://doi.org/10.1016/j.jclepro.2017.10.190.
[4] Mbama CI, Ezepue PO. Digital Banking, Customer Experience and Bank Financial Performance: UK Customers’ Perceptions. International Journal of Bank Marketing 2018;36:230–55. https://doi.org/10.1108/IJBM-11-2016-0181.
[5] Nurmaliki S, Mirza M. Factors Affecting the Intention to Adopt Digital Banking by Digital Saving Customers (Case Study of Syariah Mandiri Bank). Int J Innov Sci Res Technol 2021;6:504–13.
[6] Otoritas Jasa Keuangan. Peraturan Otoritas Jasa Keuangan Republik Indonesia Nomor 12/POJK.03/2021 tentang Bank Umum. WwwOjkGoId 2021:1–113. https://sikepo.ojk.go.id/SIKEPO/DatabasePeraturan/PeraturanUtuh/84c36c57-c4bb-4815-9b13-c229.
[7] Otoritas Jasa Keuangan. POJK Nomor 12/POJK.03/2018 Tentang Penyelenggaraan Layanan Perbankan Digital Oleh Bank Umum. 2018.
[8] Hafizha Z, Anggraini T. Pengaruh Personal Branding Sumber Daya Insani Perbankan Syariah Terhadap Digitalisasi Banking di Era Industri 4.0. Jurnal Ilmiah Ekonomi Islam 2023;9:470–9. https://doi.org/10.29040/jiei.v9i1.7942.
[9] He D, You K, Li W, Wu J. Determinants of Technology Adoption: Evidence from the Chinese Banking Industry. Emerging Markets Finance and Trade 2021;57:1–23. https://doi.org/10.1080/1540496X.2019.1678027.
[10] Windasari NA, Kusumawati N, Larasati N, Amelia RP. Digital-Only Banking Experience: Insights From Gen Y and Gen Z. Journal of Innovation and Knowledge 2022;7:1–10. https://doi.org/10.1016/j.jik.2022.100170.
[11] Badan Pusat Statistik. Hasil Sensus Penduduk 2020 Indonesia. 2021.
[12] Dolot A. The Characteristics of Generation Z. E-Mentor 2018;2:44–50.
[13] Francis T, Hoefel F. “True Gen”: Generation Z and Its Implications for Companies. 2018.
[14] Juaneé Cilliers E. The Challenge of Teaching Generation Z. PEOPLE: International Journal of Social Sciences 2017;3:188–98. https://doi.org/10.20319/pijss.2017.31.188198.
[15] Dootson P, Beatson A, Drennan J. Financial Institutions Using Social Media – Do Consumers Perceive Value? International Journal of Bank Marketing 2016;34. https://doi.org/10.1108/IJBM-06-2014-0079.
[16] Csobanka ZE. The Z Generation. Acta Technologica Dubnicae 2016;6:63–76. https://doi.org/10.1515/atd-2016-0012.
[17] Rodrigues Filipe L, Rodrigues H, Oliveira A. In Times of Pandemic - How Generation XYZ Looks at Digital Banking. Usability and User Experience, vol. 39, 2022, p. 458–66. https://doi.org/10.54941/ahfe1001742.
[18] Singh AP, Dangmei J. Understanding The Generation Z: The Future Workforce. South -Asian Journal of Multidisciplinary Studies 2016;3:1–5.
[19] Indriyarti ER, Christian M, Yulita H, Aryati T, Arsjah RJ. Digital Bank Channel Distribution: Predictors of Usage Attitudes in Jakarta’s Gen Z. Journal of Distribution Science 2023;21:21–34. https://doi.org/10.15722/jds.21.02.202302.21.
[20] Nurahmasari M, Nur Silfiyah S, Haposan Pangaribuan C. The Intention to Use Digital Banking Services among Gen Z in Indonesia Based on Technology Acceptance Model (TAM). Jurnal Manajemen Dan Bisnis Madani 2023;5:15–31. https://doi.org/10.51353/jmbm.v5i1.692.
[21] Sihotang ET, Murdiawati D. Acceptance of Internet Banking Services: The Role of Demographic Factors as Moderating Variables. Jurnal Ekonomi Dan Bisnis 2022;25:153–76. https://doi.org/10.24914/jeb.v25i1.4513.
[22] Fishbein M, Ajzen I. Belief, Attitude, and Behaviour: An Introduction to Theory and Research. 1975.
[23] Ajzen I. Martin Fishbein’s Legacy: The Reasoned Action Approach. Annals of the American Academy of Political and Social Science 2012;640:11–27. https://doi.org/10.1177/0002716211423363.
[24] Davis FD. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Q 1989;13:319–40. https://doi.org/10.2307/249008.
[25] Davis FD. User Acceptance of Information Technology: System Characteristics, User Perceptions and Behavioral Impacts. International Journal Man-Machine Studies 1993;38:475–87.
[26] Alnemer HA. Determinants of Digital Banking Adoption in the Kingdom of Saudi Arabia: A Technology Acceptance Model Approach. Digital Business 2022;2:100037. https://doi.org/10.1016/j.digbus.2022.100037.
[27] Adiatama MH, Lestari DT. Persepsi Milenial Terhadap Layanan Mobile Payment Di Indonesia Dengan Menggunakan Pendekatan Technology Acceptance Model (TAM). E-Proceeding of Management 2020;7:4190–205.
[28] Riza AF. Customer Acceptance of Digital Banking in Islamic Bank: Study on Millennial Generation. Conference on Islamic Management, Accounting, and Economics (CIMAE) Proceeding 2019;2:66–74.
[29] Tanika C, William, Hartanto MP, Tanjung M. Factors Influencing Indonesian Consumers to Use Digital Banking. Proceedings - The 4th International Conference on Informatics, Multimedia, Cyber and Information System, ICIMCIS 2022, 2022, p. 546–51. https://doi.org/10.1109/ICIMCIS56303.2022.10017694.
[30] Davis FD, Venkatesh V. A Critical Assessment of Potential Measurement Biases in the Technology Acceptance Model: Three Experiments. International Journal of Human Computer Studies 1996;45:19–45. https://doi.org/10.1006/ijhc.1996.0040.
[31] Mufarih M, Jayadi R, Sugandi Y. Factors Influencing Customers to Use Digital Banking Application in Yogyakarta, Indonesia. Journal of Asian Finance, Economics and Business 2020;7:897–907. https://doi.org/10.13106/jafeb.2020.vol7.no10.897.
[32] Mansour IHF, Eljelly AMA, Abdullah AMA. Consumers’ Attitude Towards E-Banking Services in Islamic Banks: The Case of Sudan. Review of International Business and Strategy 2016;26:224–60. https://doi.org/10.1108/RIBS-02-2014-0024.
[33] Mehrabian A, Russell JA. An Approach to Environmental Psychology. Cambridge, MA: MIT Press; 1974.
[34] Islam JU, Rahman Z, Hollebeek LD. Personality factors as predictors of online consumer engagement: an empirical investigation. Marketing Intelligence and Planning 2017;35:510–28. https://doi.org/10.1108/MIP-10-2016-0193.
[35] Chen CC, Yao JY. What Drives Impulse Buying Behaviors in a Mobile Auction? The Perspective of the Stimulus-Organism-Response Model. Telematics and Informatics 2018;35:1249–62. https://doi.org/10.1016/j.tele.2018.02.007.
[36] Cooper DR, Schindler PS. Business Research Methods 12th Edition. Twelfth Ed. New York: McGraw-Hill Companies, Inc, NY; 2014.
[37] Handayani R. Metodologi Penelitian Sosial Ekonomi. Cetakan I. Yogyakarta: Trussmedia Grafika; 2020.
[38] Hair JF, Hult GTM, Ringle CM, Sarstedt M. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Second Edition. Thousand Oaks, California: SAGE Publications, Inc; 2017.
[39] Hair JF, Black WC, Babin BJ, Anderson ER. Multivariate Data Analysis. Eighth. Hampshire: Pearson Education, Inc; 2019.
[40] Nguyen OT. Factors Affecting the Intention to Use Digital Banking in Vietnam. Journal of Asian Finance, Economics and Business 2020;7:303–10. https://doi.org/10.13106/jafeb.2020.vol7.no3.303.
Published
2024-10-28
How to Cite
Sihotang, E. T., Ilham, T. M. R., & Ilham, T. M. R. (2024). Analisis Perilaku Adopsi Bank Digitial pada Generasi Z. JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 9(2). https://doi.org/10.29407/nusamba.v9i2.20879
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Copyright (c) 2024 Ellen Theresia Sihotang, Teuku Muhammad Rizki Ilham, Teuku Muhammad Rizki Ilham
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