Factors that Influencing the Utilization of Mobile Banking Application Among Customers of Bank Rakyat Indonesia
Description
Mobile banking emerges as a prominent banking feature amidst the evolution of Industrial Revolution 5.0. With advancing technology and communication channels, virtually all banks in Indonesia, including Bank Rakyat Indonesia (BRI), have adopted mobile banking applications, notably BRIMo. BRIMo stands as a cornerstone for Bank Rakyat Indonesia in attracting new clientele. This research endeavors to identify the influential factors of user-friendly applications, data security, and promotional strategies on the utilization of the BRIMo application among students. Data were gathered from a sample of 120 respondents, predominantly comprising students from state universities (PTN). The research methodology entailed survey distribution through questionnaires, further validated using the Partial Least Squares-Structural Equations Model (PLS-SEM) for data analysis. The findings reveal that user-friendly applications exert a significant positive influence on BRIMo application usage. However, it is noteworthy that neither data security nor promotional efforts demonstrate a significant impact on BRIMo application usage. Furthermore, the study underscores that user-friendly applications exert the most substantial influence on BRIMo application adoption. This research serves as a blueprint for Bank Rakyat Indonesia (BRI) in enhancing their application features to enhance user-friendliness and align with student expectations regarding mobile banking services. Future research endeavors may explore additional variables impacting application usage within the context of the BRIMo application.