Factors Affecting Indonesian Consumers to Switch, Using Mobile Banking and Internet Banking Service
Abstract
The development of technology provides many alternatives and options for bank consumers to obtain services with several conveniences, one of them being through applications and Internet-based services. The Indonesian Financial Services Authority (OJK) revealed that data of e-banking users are quite convincing, where the number of e-banking users (SMS banking, telephone banking, mobile banking, and Internet banking) increased 270%, from 13.6 million customers in 2012 to 50.4 million customers in 2016, while the frequency of e-banking user transactions increased 169%, from 150.8 million transactions in 2012 to 405.4 million transactions in 2016. This study aims to analyze the factors affecting bank consumers in Indonesia to switch using mobile banking and Internet banking services. This research uses quantitative approach through survey method and multiple regression analysis to measure the influence of independent variable to dependent variable. Technology Acceptance Model (TAM) is used to construct hypothetical models, the author also set perceived value as independent variable to complete the measurement. A total of 216 responses were received from 250 questionnaires distributed, which gave a response rate of 86%. Respondents were taken from three different classifications: Government Bank Consumer, Private Bank Consumer and Regional Bank Consumer. Surveys were conducted in Malang, Indonesia. The result of the analysis stated that perceived usefulness, perceived ease of use and perceived value have positive and significant effect on the variable of consumer intention to switch with high significance level.
Keywords: TAM, perceived value, switching intention, consumer behavior
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