Determinan Sikap Pengguna dan Implikasinya Terhadap Perilaku Pengguna Layanan Mobile Banking di Kota Palembang
Keywords:
TAM, kecocokan, persepsi resiko, kepercayaan
Abstract
Layanan mobile banking telah digunakan di sebagian besar negara termasuk Indonesia. Meskipun penelitian terdahulu telah menegaskan pentingnya layanan mobile banking bagi bank dan nasabah namun tingkat penggunaan layanan ini masih rendah di Indonesia. Penelitian ini bertujuan mengetahui determinan sikap pengguna dan implikasinya terhadap perilaku pengguna layanan mobile banking di Kota Palembang. Penelitian ini mengintegrasikan Technology Acceptance Model (TAM) dengan variabel kecocokan, persepsi resiko dan kepercayaan. Populasi penelitian ini adalah nasabah Bank Mandiri, Bank BNI, Bank BRI, Bank BCA, dan Bank Mega pengguna mobile banking di Kota Palembang. Penentuan jumlah sampel menggunakan teknik Purposive Sampling. Sampel penelitian sebanyak 270 responden pengguna layanan mobile banking di Kota Palembang. Analisis yang digunakan untuk memprediksi pengaruh variabelindependen terhadap variabel dependen adalah analisis jalur (path analysis). Hasil analisis data menunjukkan bahwa persepsimanfaat berpengaruh positif dansignifikan terhadap sikap pengguna mobile banking. Persepsi kemudahan berpengaruh positif dan signifikan terhadap sikap pengguna mobile banking. Kecocokan berpengaruh positif dan signifikan terhadap sikap pengguna mobile banking. Persepsi resiko berpengaruh negatif dan signifikan terhadap sikap pengguna mobile banking. Kepercayaan berpengaruh positif dan signifikan terhadap sikap pengguna mobile banking. Sikap pengguna berpengaruh positif dan signifikan terhadap perilaku pengguna mobile banking.Kata kunci: TAM, kecocokan, persepsi resiko,kepercayaanReferences
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International Journal of Bank Marketing, Vol. 23, No. 5, pp. 362-380, 2005.
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[32] Pavlou, P. Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7 (3), pp. 101-134, 2003.
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[37] Benassi, P. TRUSTe: An Online Privacy Seal Program, Communication of the ACM,Vol. 42, No. 2, pp. 56-59, 1999.
[38] Swan, E, Bowers, R & Richardson, D. Customer Trust in the Salesperson: An Integrative Review and Meta Analysis of the Empirical Literature, Journal of BusinessResearch, Vol. 44, No. 2, pp. 93-107, 1999.
[39] Chen, L & Tan, J. Technology Adaptation in Electronic Commerce: Key Determinants of Virtual Store Acceptance, European Management Journal, Vol. 22,No. 1, pp. 74-86, 2004.
[40] Suh, B & Han, I. The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce, International Journal of Electronic Commerce, Vol. 7, No. 3, pp. 135-161, 2003.
[41] Narayanasamy, K, Rasiah, D & Tan, T. The Adoption and Concerns of E-Finance in Malaysia, Electronic Commerce Research, Vol. 11, pp. 383-400, 2011.
[42] Karjaluoto, H, Mattila, M & Pento, T. Factors Underlying Attitude Formation towards Online Banking in Finland, International Journal of Bank Marketing, Vol. 20, no. 6, pp. 261-272, 2002.
[43] Jahangir, N & Begum, N. The Role Of Perceived Usefulness, Perceived Ease Of Use, Security And Privacy, And Customer Attitude To Engender Customer Adaptation In The Context Of Electronic Banking. African Journal of Business Management Vol.2 (1), pp. 032-040, 2008.
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[46] Erevelles, S. The Role of Affect of Marketing. Journal of Business Research, 42 (3), pp. 199-215, (1998).
[47] Augusty, Ferdinand. Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro, 2006.
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[49] Mazhar & Rizwan. An Investigation of Factor Affecting Usage and Adoption of Internet & Mobile Banking in Pakistan, Internasional Journal of Accounting and Financial Reporting, Vol.4, No.2, pp. 478-490, 2014.
[50] Khasawneh, M. H.A. A Mobile Banking Adoption Model in the Jordanian Market: An Integration of TAM with Perceived Risks and Perceived Benefits. Journal of Internet Banking and Commerce, Vol. 20, No. 3, pp. 1-35, 2015.
[51] Al-Ajam & Md, Nor. Internet Banking Adoption: Integrating Technology AcceptanceModel and Trust, European Journal of Business and Management, Vol.5, No.3, pp. 207-215, 2013.
[52] Suki, Norazahm Mohd & Ramayah, T. User Acceptance of the E-Government Services inMalaysia: Structural Equation Modelling Approach. Interdisciplinary Journal of Information, Knowledge, and Management, Volume 5, pp. 395-413, 2010.
[53] Echchabi,Abdelghani &Azouzi, Dhekra. Predicting Customers’ Adoption of Islamic Banking Services in Tunisia:A Decomposed Theory of Planned Behaviour Approach. Tazkia Islamic Finance and Business Review Volume 9.1. pp. 19-40, 2010.
[54] Echchabi, Abdelghani & Abd. Aziz, Hassanuddeen. Empirical Investigation of Customers’ Perception and AdoptionTowards Islamic Banking Services in Morocco. Middle-East Journal of Scientific Research 12 (6): pp.b849-858, 2012.
[55] Al-Smadi, O. Mohammad. Factors Affecting Adoption of Electronic Banking: An Analysis of the Perspectives of Banks' Customers. International Journal of Business and Social Science, Vol. 3 No. 17,pp. 294-309, 2012.
[56] Maduku, D.K. Predicting Retail Banking Customers’ Attitude towardsInternet Banking Services in South Africa, Southern African Business Review Volume 17 No. 3, pp: 76-100,
2013.
[2] CGAP. Mobile phone banking and low-income customers. Evidence from South Africa. 2006.
[3] Chitungo, S. K & Munongo, S. Extending the Technology Acceptance Model to Mobile Banking Adoption in Rural Zimbabwe. Journal of Business Administration and Education, 3: pp. 51-79, 2013.
[4] Turban, E. King D, Viehland, D & Lee, J. Electronic commerce 2006: A Managerial Perspective. New Jersey: Pearson Education, 2006.
[5] Dineshwar, R & Steven, M. An Investigation on Mobile Banking Adoption and Usage: A Case Study of Mauritius. Proceedings of the 3rd Asia- Pacific Business Research Conference, Malaysia, 2013.
[6] Safeena, R. Date H, Kammani A, & Hundewale, N. Technology Adoption and Indian Consumers: Study on Mobile Banking. International Journal of Computer Theory and Engineering, 4: pp. 1020-1024, 2012.
[7] Setiawan, Heri. Faktor Individu, Organisasi, dan Sistem terhadap Sikap Pengguna E-Banking. Jurnal Keuangan dan Perbankan.Volume 17 No.1 Januari 2013.
[8] Akturan, U & Tezcan, N. Mobile banking adoption of the youth market: Perceptions and Intentions. Marketing Intelligence and Planning, 30: pp. 444-459, 2012.
[9] Brown, I. Zaheeda, C, Douglas, D. & Stroebel, S. Cell Phone Banking: Predictors of Adoption in South Africa – an Exploratory Study. International Journal of Information Management, 23: pp. 381-394, 2003.
[10] Wu, J. H & Wang, S. C. What Drives Mobile Commerce? An Evaluation Empirical of the Revised Technology Acceptance Model. Information and Management, 42: pp. 719-729, 2005.
[11] Hsu C, Wang C, & Lin, J. C. Investigating Customer Adoption Behaviors in Mobile Financial Services. International Journal of Mobile Communications, 9: pp. 477- 494, 2011.
[12] Davis, F, D. Bagozzi, R,P. & Warshaw, P.R. User Acceptance of computer Technology: A Comparison of two Theoretical Models. Management Science, 35: pp. 982-1003, 1989.
[13] Chung N & Kwon, S. The Effects Customers’ Mobile Experience and Technical Support on the Intention to Use Mobile Banking. Cyber Psychology and Behavior, 12: pp. 539-543, 2009.
[14] Kim, D.J, Ferrin, D.L & Rao, H.R. A Trust-based Consumer Decision-Making Model in Electronic Commerce; the Role of Trust, Perceived Risk, and Their Antecedents. Decision Support Systems, 44: pp. 544-564, 2008.
[15] Luarn, P & Lin, H, H. Toward an Understanding of the Behavioural Intention To Use Mobile Banking. Computers in Human Behavior 21: pp. 873-891, 2005.
[16] Taylor, S & Todd, P.A. Understanding Information Technology Usage: a Test of Competing Models. Information Systems Research Vol. 6: pp. 144-176, 1995.
[17] Carter, L. & F. Belanger. The Utilization of e- Government Services : Citizen Trust, Innovation and Acceptance Factors, Information System Journal, pp. 15-25, 2005.
[18] Norazah, M. S., & Norbayah, M. S. Exploring the Relationship Between Perceived Usefulness, Perceived Ease Of Use, Perceived Enjoyment, Attitude and Subscribers’ Intention towards Using 3G Mobile Service. Internet Journal, Vol. 3 No. 3, pp. 1-11, 2009.
[19] Kazi, A.K &Mannan, M.A. Factors Affecting Adoption of Mobile Banking in Pakistan: Empirical Evidence. International Journal of Research in Business and Social Science, Vol. 2: pp. 54-61, 2013.
[20] Dholakia, R.R & Dholakia, N. Mobility and Markets: Emerging Outlines for M-Commerce. Journal of Business Research, Vol.57: pp. 1391-1396, 2004.
[21] Knutsen, L, Constantiou, I.D & Damsgaard, J. Acceptance and Perceptions of Advanced Mobile Services: Alterations during a Field Study. Proceedings International Conference on Mobile Business, Australia. 2005.
[22] Yen, D.C, Wu, C, Cheng, F & Huang, Yu. Determinants of Users’ Intention to Adopt Wireless Technology: An Empirical Study of Integrating TTF with TAM. Computers in Human Behavior, Vol. 26: pp. 906-915, 2010.
[23] Wang, Y.S., Wang, Y.-M., Lin, H.-H., & Tang, T.I. Determinants of User Acceptance of Internet Banking: An Empirical Study. International Journal of Service Industry Management, 14 (5), pp. 501-519, 2003.
[24] Hsu, M.K., Wang, S.W., & Chiu, K.K. Computer Attitude, Statistics Anxiety and Self-Efficacy on Statistical Software Adoption Behavior: An Empirical Study of Online MBA Learners,Computers in Human Behavior, Vol. 25, pp. 412–420, 2009.
[25] Haque, A., Tarofder, A., Rahman, S., & Raquib, A. Electronic Transaction of Internet Banking and itsPerception of Malaysian Online Customers. African Journal of Business Management, 3 (6), pp. 248-259, 2009.
[26] Rogers, E. Diffusion of Innovations. New York: Free Press, 2003.
[27] Beiginia, A. R, Besheli, A. S., Suluklu, M.E. & Ahmadi, M. Mobile Banking Adoption based on the Decomposed Theory of Planned Behaviour. European Journal Economics Finance and Administration Sciences, pp. 1450-1475, 2011. [28] Laforet, S & Li, X. Consumers’ Attitude towards Online and Mobile Banking inChina,
International Journal of Bank Marketing, Vol. 23, No. 5, pp. 362-380, 2005.
[29] Kim, H, Chan, H & Gupta, S. Value-based Adoption of Mobile Internet: AnEmpirical Investigation, Decision Support Systems, Vol. 43, No. 1, pp. 111-126, 2007.
[30] Hanafizadeh, P & Khedmatgozar, H. The Mediating Role of the Dimensions of the Perceived Risk in the Effect of Customers’ Awareness on the Adoption of InternetBanking in Iran, Electronic Commerce Research, Vol. 12, pp. 151-175, 2012.
[31] Gerrand, P, Cunningham, J.B. The Diffusion of Internet Banking among Singapore Consumers. International Journal of Bank Marketing, 21: pp. 16-28, 2003.
[32] Pavlou, P. Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7 (3), pp. 101-134, 2003.
[33] Tan, M & Teo, T.S.H. Factors Influencing the Adoption of Internet Banking. Journal of the Association for information Systems, 1: pp. 1-42, 2000.
[34] Mayer, R., Davis, J., & Schoorman, D. An Integration Model of Organizational Trust. Academy ofManagement, The Academy of Management Review, 20(3), pp. 709-734, 1995.
[35] Md Nor, K., & Pearson, J. M. The Influence of Trust on Internet Banking Acceptance, Journal of InternetBanking and Commerce, 12 (2), pp. 1-10, 2007.
[36] Alsajjan, B., & Dennis, C. Internet Banking Acceptance Model: Cross-market Examination,†Journal ofBusiness Research, 63(10), pp. 957- 963, 2010.
[37] Benassi, P. TRUSTe: An Online Privacy Seal Program, Communication of the ACM,Vol. 42, No. 2, pp. 56-59, 1999.
[38] Swan, E, Bowers, R & Richardson, D. Customer Trust in the Salesperson: An Integrative Review and Meta Analysis of the Empirical Literature, Journal of BusinessResearch, Vol. 44, No. 2, pp. 93-107, 1999.
[39] Chen, L & Tan, J. Technology Adaptation in Electronic Commerce: Key Determinants of Virtual Store Acceptance, European Management Journal, Vol. 22,No. 1, pp. 74-86, 2004.
[40] Suh, B & Han, I. The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce, International Journal of Electronic Commerce, Vol. 7, No. 3, pp. 135-161, 2003.
[41] Narayanasamy, K, Rasiah, D & Tan, T. The Adoption and Concerns of E-Finance in Malaysia, Electronic Commerce Research, Vol. 11, pp. 383-400, 2011.
[42] Karjaluoto, H, Mattila, M & Pento, T. Factors Underlying Attitude Formation towards Online Banking in Finland, International Journal of Bank Marketing, Vol. 20, no. 6, pp. 261-272, 2002.
[43] Jahangir, N & Begum, N. The Role Of Perceived Usefulness, Perceived Ease Of Use, Security And Privacy, And Customer Attitude To Engender Customer Adaptation In The Context Of Electronic Banking. African Journal of Business Management Vol.2 (1), pp. 032-040, 2008.
[44] Fishbein, M., & Ajzen, I. Belief, Attitude, Intention and Behavior: An Introduction to Theory andResearch. Reading, MA: Addison-Wesley, 1975.
[45] Hartwick, J., & Barki, H. Explaining the Role of User Participation in Information Systems Use. Management Science, 40 (4), pp. 440-65, 1994.
[46] Erevelles, S. The Role of Affect of Marketing. Journal of Business Research, 42 (3), pp. 199-215, (1998).
[47] Augusty, Ferdinand. Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro, 2006.
[48] Ghozali, Imam. Aplikasi Analisis Multivariate dengan Program SPSS, Edisi Ketiga. Semarang. Badan Penerbit Universitas Diponegoro, 2005.
[49] Mazhar & Rizwan. An Investigation of Factor Affecting Usage and Adoption of Internet & Mobile Banking in Pakistan, Internasional Journal of Accounting and Financial Reporting, Vol.4, No.2, pp. 478-490, 2014.
[50] Khasawneh, M. H.A. A Mobile Banking Adoption Model in the Jordanian Market: An Integration of TAM with Perceived Risks and Perceived Benefits. Journal of Internet Banking and Commerce, Vol. 20, No. 3, pp. 1-35, 2015.
[51] Al-Ajam & Md, Nor. Internet Banking Adoption: Integrating Technology AcceptanceModel and Trust, European Journal of Business and Management, Vol.5, No.3, pp. 207-215, 2013.
[52] Suki, Norazahm Mohd & Ramayah, T. User Acceptance of the E-Government Services inMalaysia: Structural Equation Modelling Approach. Interdisciplinary Journal of Information, Knowledge, and Management, Volume 5, pp. 395-413, 2010.
[53] Echchabi,Abdelghani &Azouzi, Dhekra. Predicting Customers’ Adoption of Islamic Banking Services in Tunisia:A Decomposed Theory of Planned Behaviour Approach. Tazkia Islamic Finance and Business Review Volume 9.1. pp. 19-40, 2010.
[54] Echchabi, Abdelghani & Abd. Aziz, Hassanuddeen. Empirical Investigation of Customers’ Perception and AdoptionTowards Islamic Banking Services in Morocco. Middle-East Journal of Scientific Research 12 (6): pp.b849-858, 2012.
[55] Al-Smadi, O. Mohammad. Factors Affecting Adoption of Electronic Banking: An Analysis of the Perspectives of Banks' Customers. International Journal of Business and Social Science, Vol. 3 No. 17,pp. 294-309, 2012.
[56] Maduku, D.K. Predicting Retail Banking Customers’ Attitude towardsInternet Banking Services in South Africa, Southern African Business Review Volume 17 No. 3, pp: 76-100,
2013.
