Analysis Of Factors Affecting Consumer Decisions In Using Brimo Digital Services At Pt. Bank Rakyat Indonesia (Persero) TBK

Yohana Sibuea, Amir Tengku Ramly, Zainur Hidayah

Abstract


This study aims to analyze the factors that influence consumer decisions in utilizing BRImo digital services at PT Bank Rakyat Indonesia (Persero) Tbk. The variables studied include perceived usefulness, perceived ease of use, trust, perceived risk, social influence, digital promotion, and service innovation. The research method used a quantitative approach with multiple linear regression analysis. The results show that allindependent variables simultaneously have a significant effect on the decision to use BRImo, as indicated by the F test with a significance level of < 0.001. Partially, the four variables that have a significant effect are perceived usefulness, social influence, digital promotion, and service innovation. Service innovation is the most dominant factor, confirming that feature development and improvement in digital service quality are key elements in driving BRImo adoption. Meanwhile, perceived ease of use, trust, and perceived risk do not show a significant influence, indicating that users are already at a more mature stage of technology utilization, so that ease and security are considered basic standards for digitalbanking services. The coefficient of determination value of 0.775 indicates that the research model is able to explain 77.5% of the variation inBRImo usage decisions. Overall, the findings of this study confirm that service innovation, perceived usefulness, and digital promotion strategies are important factors in increasing consumer decisions to use mobile banking services.


Keywords


BRImo, consumer decisions, mobile banking, service innovation, digital promotion.

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DOI: http://dx.doi.org/10.52155/ijpsat.v55.1.7785

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