Analisis Perilaku Pengguna BRImo di Indonesia melalui Pendekatan Extended TAM

Lutfiah Pratiwi Hasanah; Imfrianti Augtiah; Hasni Dyah Kurniawati; Ihsyan Kolefiyan; Tyo Ara Prasetya; Rizal Aprilianto

doi:10.31004/riggs.v4i3.2723

Authors

Lutfiah Pratiwi Hasanah Universitas Muhammadiyah Karanganyar
Imfrianti Augtiah Universitas Muhammadiyah Karanganyar
Hasni Dyah Kurniawati Universitas Muhammadiyah Karanganyar
Ihsyan Kolefiyan Universitas Muhammadiyah Karanganyar
Tyo Ara Prasetya Universitas Muhammadiyah Karanganyar
Rizal Aprilianto Universitas Muhammadiyah Karanganyar

DOI:

https://doi.org/10.31004/riggs.v4i3.2723

Keywords:

BRImo, TAM, Perilaku Pengguna, Perbankan Digital

Abstract

Penelitian berikut menganalisis perilaku pengguna BRImo di Indonesia melalui pendekatan TAM dengan tujuan mengidentifikasi faktor-faktor yang memengaruhi penerimaan dan penggunaan BRImo, sebuah platform perbankan digital dari BRI. Pengumpulan data dilakukan melalui survei daring yang menyasar pengguna BRImo dengan memanfaatkan kuesioner terstruktur berdasarkan konstruk TAM persepsi kemudahan penggunaan, persepsi kegunaan, dan niat perilaku. Analisis hubungan antar variabel dilakukan menggunakan Partial Least Square - Structural Equation Modeling (PLS SEM). Temuan mengindikasi bahwa faktor persepsi kemudahan penggunaan dan kegunaan berperan penting dalam memengaruhi perilaku pengguna. Studi ini berkontribusi pada literatur dengan memperluas penerapan TAM di sektor perbankan digital di Indonesia serta menyediakan wawasan praktis untuk mengoptimalkan pengalaman dan adopsi pengguna BRImo.

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