Seybold Report ISSN: 1533-9211
Ana Yanovi, Margono Setiawan, Fatchur Rohman, Mugiono
1Ph.D Candidates, Faculty of Economics and Business, Brawijaya University
2,3,4Faculty of Economics and Business, Brawijaya University
Vol 17, No 10 ( 2022 ) | Licensing: CC 4.0 | Pg no:2208-2219 | Published on: 31-10-2022
Abstract
Along with the low price of smartphones and internet connections that are getting faster and easier, the use of mobile banking applications has become an obligation for customers. The presence of the mobile banking application provides innovation for banks to provide more diverse and innovative products to meet customer satisfaction. This study aims to fill the gap in research and develop the Technology Acceptance Model (TAM) Theory. This study empirically examines the effect of e-service quality, brand image and trust on behavior intention of mobile banking, which is mediated by attitude as a mediating variable and social media. Advertising as a moderating variable. The sample of this research is rupiah savings customers who already have mobile banking facilities at Bank DKI. Sampling is done by probability sampling using proportional cluster random sampling. Data was collected by distributing as many as 400 questionnaires to the respondents. The statistical method used is SEM PLS. The results of this study indicate that e-service quality, trust and attitude significantly affect behavioral intention. In contrast, brand image has no significant effect on behavioral intention. Attitude mediates the relationship between e-service quality, brand image, trust and behavioral intention. Brand image is one of the essential factors related to consumer attitudes and behavior in using banking products. Bank DKI must always strive to maintain a good brand image, have a brand that is different from other companies, a brand that has unique and attractive characteristics.
Keywords:
: E-Service Quality, Brand Image, Trust, Behavioral Intention, Attitude.