PENGARUH PERSEPSI KEMUDAHAN DAN KEBERMANFAATAN TERHADAP NIAT DAN PENGGUNAAN APLIKASI BRIMO DI KALANGAN MAHASISWA UNDANA DENGAN TECHNOLOGY ACCEPTANCE MODEL (TAM)
Keywords:
BRImo, TAM, mobile banking, mahasiswa, behavioral intentionAbstract
Perkembangan layanan perbankan digital mendorong peningkatan penggunaan aplikasi mobile banking di berbagai kalangan, termasuk mahasiswa. BRImo sebagai aplikasi mobile banking milik Bank Rakyat Indonesia menawarkan beragam fitur transaksi yang praktis, aman, dan sesuai dengan kebutuhan generasi digital. Namun, tingkat adopsi mobile banking di kalangan mahasiswa masih dipengaruhi oleh berbagai faktor psikologis dan teknologi. Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Attitude Toward Using (ATU), dan Trust (TR) terhadap Behavioral Intention (BI) dalam penggunaan BRImo di kalangan mahasiswa Universitas Nusa Cendana dengan menggunakan pendekatan Technology Acceptance Model (TAM). Metode penelitian menggunakan survei kuantitatif melalui kuesioner daring yang disebarkan kepada mahasiswa UNDANA dengan total 195 responden yang valid. Analisis data dilakukan menggunakan SmartPLS melalui pengujian validitas, reliabilitas, dan bootstrapping untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa seluruh hipotesis terbukti signifikan: PEOU berpengaruh terhadap PU dan BI, PU berpengaruh terhadap ATU dan BI, ATU berpengaruh terhadap BI, dan TR berpengaruh terhadap PU. Temuan ini menegaskan bahwa kemudahan penggunaan, persepsi manfaat, dan kepercayaan merupakan faktor kunci dalam meningkatkan minat mahasiswa untuk mengadopsi BRImo. Hasil penelitian diharapkan dapat menjadi masukan bagi BRI dalam meningkatkan strategi pengembangan layanan digital agar lebih optimal bagi pengguna muda.
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