FAKTOR-FAKTOR YANG MEMENGARUHI ADOPSI MOBILE BANKING PADA GENERASI MILENIAL (Survey Pada Nasabah BNI Kantor Wilayah 02)

SARTIVANA, RIRI (2025) FAKTOR-FAKTOR YANG MEMENGARUHI ADOPSI MOBILE BANKING PADA GENERASI MILENIAL (Survey Pada Nasabah BNI Kantor Wilayah 02). S2 thesis, Universitas Andalas.

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Abstract

FAKTOR-FAKTOR YANG MEMENGARUHI ADOPSI MOBILE BANKING PADA GENERASI MILENIAL (Survey Pada Nasabah BNI Kantor Wilayah 02) Tesis Oleh Riri Sartivana Pembimbing I : Dr. Verinita, S.E., M.Si Pembimbing II : Dessy Kurnia Sari S.E.,M.Buss,Ph.D ABSTRAK Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi adopsi mobile banking di kalangan generasi milenial, dengan studi kasus pada pengguna aplikasi Wondr oleh Bank Negara Indonesia (BNI) di Kantor Wilayah 02. Model penelitian ini mengadopsi kerangka Technology Acceptance Model(TAM) yang diperluas, dengan variabel utama yaitu Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Personal Innovativeness, Attitude, dan Intention to Use. Pendekatan kuantitatif digunakan melalui penyebaran kuesioner kepada nasabah generasi milenial, dan data dianalisis menggunakan metode Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa Perceived Usefulness, Perceived Ease of Use, dan Personal Innovativeness berpengaruh positif terhadap Attitude dan Intention to Use, sementara Perceived Risk menunjukkan pengaruh negatif. Temuan ini memberikan implikasi strategis bagi perbankan, khususnya BNI, dalam merancang strategi digital marketing yang lebih adaptif dan responsif terhadap karakteristik milenial. KataKunci:Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Personal Innovativeness, dan Intention to Use. Factors Affecting Mobile Banking Adoption Among Millennials (Survey of BNI Regional Office 02 Customers) Thesis By Riri Sartivana Supervisor I : Dr. Verinita, S.E., M.Si Supervisor II : Dessy Kurnia Sari S.E.,M.Buss,Ph.D ABSTRACT This study aims to analyze the factors influencing the adoption of mobile banking among millennial users, using a case study of Wondr users from Bank Negara Indonesia (BNI) in Regional Office 02. The research adopts an extended Technology Acceptance Model (TAM) framework, incorporating key variables such as Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Personal Innovativeness, Attitude, and Intention to Use. A quantitative approach was employed by distributing questionnaires to millennial BNI customers, and the data was analyzed using the Partial Least Squares (PLS) method. The results indicate that Perceived Usefulness, Perceived Ease of Use, and Personal Innovativeness have a positive influence on both Attitude and Intention to Use, while Perceived Risk has a negative effect. These findings provide strategic implications for banks, particularly BNI, in designing more adaptive and responsive digital marketing strategies targeted at the millennial generation. Keyword:Mobile Banking, Millennials, Technology Acceptance Model, Perceived Risk, Personal Innovativeness.

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