FROM PERCEPTIONS TO ADOPTION: ANALYZING BLU BCA DIGITAL THROUGH THE LENS OF THE TECHNOLOGY ACCEPTANCE MODEL
DOI:
https://doi.org/10.35794/jmbi.v12i2.56739Abstrak
Pesatnya kemajuan teknologi informasi dan komunikasi telah mengubah interaksi dengan lembaga keuangan, khususnya melalui perbankan digital atau tanpa kantor cabang. Bank Central Asia (BCA), bank swasta terkemuka, telah memperkenalkan Blu BCA Digital, aplikasi perbankan digital yang dirancang untuk memenuhi permintaan yang terus meningkat akan solusi perbankan yang nyaman. Meskipun memiliki fitur yang menjanjikan, Blu BCA Digital menghadapi tantangan yang signifikan karena semakin banyaknya platform perbankan digital yang bersaing. Penelitian ini bertujuan untuk menilai niat pengguna untuk mengadopsi Blu BCA Digital menggunakan Technology Acceptance Model (TAM). Pendekatan kuantitatif digunakan, menggunakan kuesioner yang disebarkan kepada 159 nasabah Blu BCA di DKI Jakarta, dengan data dianalisis menggunakan perangkat lunak SmartPLS 3.2.9 dan metode Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa persepsi kemudahan penggunaan dan persepsi kegunaan secara positif dan signifikan mempengaruhi sikap pengguna terhadap aplikasi dan niat perilaku mereka untuk menggunakannya.
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