Analisis Adopsi Teknologi Layanan Digital Banking dengan Model Unified Theory of Acceptance and Use of Technology 3 (UTAUT-3)

Analysis of Adoption of Digital Banking Services with The Unified Theory of Acceptance and Use of Technology 3 (UTAUT-3) Model.

Digital banking menjadi layanan perbankan yang mulai digunakan semenjak era pandemi COVID-19. Salah satu produk digital banking di Indonesia adalah PT Bank Raya Indonesia TBK. Penelitian ini membahas tingkat penerimaan digital banking milik Bank Raya oleh para nasabahnya dengan platform mobile application pada sistem operasi Android dan iOS yang bernama RAYA. Menggunakan model Unified Theory of Acceptance and Use of Technology 3 (UTAUT-3) dengan analisis regresi parsial (Partial Least Square/PLS) pada software SmartPLS. Analisis dengan teknik PLS terdapat dua tahapan, yaitu model pengukuran (Outer Model), dan model struktural (Inner Model). Penelitian dilakukan dengan penyebaran kuesioner penelitian ke 200 orang responden. Hasil dari penelitian menunjukkan bahwa semakin tinggi tingkat Ekspektasi Kinerja, Pengaruh Sosial, Kondisi yang memfasilitasi, Motivasi Hedonis, Nilai Harga, Kebiasaan, dan Inovasi Personal, semakin besar pengaruhnya terhadap peningkatan Niat Berperilaku dalam menggunakan layanan digital banking pada Bank Raya Indonesia. Dan semakin tinggi Kondisi yang memfasilitasi, Kebiasaan, dan Inovasi Personal dalam menggunakan layanan digital banking, maka akan mempengaruhi peningkatan Perilaku Penggunaan layanan digital banking pada Bank Raya Indonesia.

Kata Kunci— Digital banking, UTAUT-3, Bank Raya Indonesia, Partial Least Squares (PLS), outer model, inner model.

Digital banking has become a banking service that has been increasingly used since the COVID-19 pandemic. One of the digital banking products in Indonesia is PT Bank Raya Indonesia TBK. This study discusses the level of acceptance of Bank Raya's digital banking by its customers through the mobile application platform on Android and iOS operating systems called RAYA. Using the Unified Theory of Acceptance and Use of Technology 3 (UTAUT-3) model with partial regression analysis (Partial Least Squares/PLS) using SmartPLS software. The PLS analysis technique consists of two stages, namely the measurement model (Outer Model) and the structural model (Inner Model). The study was conducted by distributing research questionnaires to 200 respondents. The results of the study indicate that the higher the level of Performance Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, Habit, and Personal Innovatiness, the greater their influence on the increase in Behavioral Intention to use digital banking services at Bank Raya Indonesia. Additionally, the higher the Facilitating Conditions, Habit, and Personal Innovatiness in using digital banking services, the more it will affect the increase in Use Behavior of digital banking services at Bank Raya Indonesia.

Keywords— Digital banking, UTAUT-3, Bank Raya Indonesia, Partial Least Squares (PLS), outer model, inner model.