Pengukuran Penerimaan Aplikasi BRImo Melalui Technology Acceptance Model di Kecamatan Banyubiru
Abstract
The digital transformation in banking services encourages people to shift to mobile banking, including the BRImo application. Nevertheless, adoption in Banyubiru District remains relatively low as many still rely on conventional transactions. This study aims to analyze BRImo acceptance using the Technology acceptance model (TAM) with variables Perceived Ease of Use (PEU), Perceived Usefulness (PU), Attitude Toward Using (ATU), and Behavioral Intention (BI). A quantitative survey involving 50 respondents was conducted, and the data were processed using Partial Least Square (PLS-SEM). The results indicate that PEU and ATU significantly influence BRImo acceptance, while PU has a positive but limited effect on BI. The findings conclude that ease of use and positive attitudes are the key factors driving rural communities to adopt BRImo mobile banking services.
Keywords: BRImo; Mobile banking; Technology acceptance model; Partial Least Square (PLS-SEM); Banyubiru
Abstrak
Transformasi digital di sektor perbankan mendorong masyarakat untuk beralih ke layanan mobile banking, salah satunya aplikasi BRImo. Namun, tingkat pemanfaatan di Kecamatan Banyubiru masih rendah karena sebagian besar masyarakat lebih memilih transaksi manual. Penelitian ini bertujuan menganalisis penerimaan BRImo dengan menggunakan kerangka Technology acceptance model (TAM) yang melibatkan variabel Perceived Ease of Use (PEU), Perceived Usefulness (PU), Attitude Toward Using (ATU), dan Behavioral Intention (BI). Metode yang digunakan adalah survei kuantitatif dengan 50 responden, kemudian data diolah melalui Partial Least Square (PLS-SEM). Hasil menunjukkan bahwa PEU dan ATU berpengaruh signifikan terhadap penerimaan BRImo, sedangkan PU berpengaruh positif tetapi terbatas terhadap BI. Penelitian ini menyimpulkan bahwa kemudahan penggunaan dan sikap positif merupakan faktor kunci dalam mendorong masyarakat pedesaan untuk mengadopsi layanan mobile banking BRImo.
Kata Kunci: BRImo; Mobile banking; Technology acceptance model; Partial Least Square (PLS-SEM); Banyubiru
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