Analisis keputusan penggunaan aplikasi Blu by BCA digital

Abstract

Seeing the development of economic transaction patterns that are starting to change due to the pandemic, BCA has taken adaptive steps to focus on digital transactions. BCA launched a digital application called Blu by BCA Digital. Even though it is launched by BCA Group (PT Bank Digital BCA), Blu by BCA Digital also has challenges because there are several competitors in the digital banking sector. This study aims to analyze the acceptance of Blu by BCA Digital application through an extension of Technology Acceptance Model (TAM). The sample taken was 250 users of Blu by BCA Digital. The data collection method used by the researcher was purposive sampling. Online questionnaires were used to collect primary data. This study uses PLS-SEM to analyze research data. The conclusions of this research are: (a) subjective norms has a positive effect on perceived ease of use, (b) subjective norms and perceived ease of use has a positive effect on perceived usefulness, (c) perceived ease of use and perceived risk has a negative effect on attitude towards using, (d) perceived usefulness and user innovativeness has a positive effect on attitude towards using, (e) attitude towards using has a positive effect on behavioral intention. Melihat perkembangan pola transaksi ekonomi yang mulai berubah akibat momentum pandemi, BCA mengambil langkah adaptif untuk fokus pada transaksi digital. BCA meluncurkan aplikasi digital bernama Blu by BCA Digital. Meski merupakan aplikasi yang diluncurkan oleh Grup BCA (PT Bank Digital BCA), Blu by BCA Digital juga memiliki tantangan karena ada beberapa pesaing di sektor perbankan digital. Penelitian ini bertujuan untuk menganalisis keputusan penggunaan aplikasi Blu by BCA Digital melalui pendekatan Technology Acceptance Model (TAM) yang dikembangkan. Sampel yang diambil adalah 250 pengguna Blu by BCA Digital. Metode pengambilan data yang digunakan adalah purposive sampling. Data primer dikumpulkan melalui kuesioner online. Penelitian ini menggunakan PLS-SEM untuk menganalisis data penelitian. Kesimpulan dari penelitian ini adalah : (a) norma subyektif memiliki pengaruh positif terhadap persepsi kemudahan, (b) norma subyektif dan persepsi kemudahan memiliki pengaruh positif terhadap persepsi kegunaan, (c) persepsi kemudahan dan persepsi risiko memiliki pengaruh negatif terhadap sikap penggunaan, (d) persepsi kegunaan dan keinovatifan pengguna memiliki pengaruh positif terhadap sikap penggunaan, (e) sikap penggunaan memiliki pengaruh positif terhadap niat perilaku.