Determining Components That Are Strongly Correlated To Rural Community Interest And Willing In Using And Utilizing Mobile Money In Tasikmalaya District

Abstract

The development of the application of mobile money in rural communities is a strategic step to increase the financial literacy of rural communities, thus supporting the development of agribusiness in rural areas. In its development, it must be supported by a structured disimenation design and adapted to the conditions and capabilities of rural communities. This research was conducted in Tasikmalaya District in three sub-districts, namely: Singaparna, Rajapolah, and Ciawi, using secondary data and primary data through questionnaires to 207 respondents. The dissemination design model built refers to the Theory of Technology Acceptance Model (TAM) (Davis 1989), the four-factor dissemination model (Cummings and Teng 2003), and the knowledge dissemination model (Vito Albino et al. 1998), which consists of 6 components, namely: Activity, Media, Perceived Usefulness, Perceived Ease of Use, Behavioural Intention and Usage Behaviour, by using descriptive data analysis and Structural Equation Modeling (SEM). These six components are proven to have a strong correlation with the intention and willing behaviour of rural communities in using and utilizing mobile money. The indicators that have a strong correlation with each component are: infrastructure, regulations, social media, electronic media, product value, product discounts, capability and public awareness.The process of disseminating the application of mobile money technology in rural communities is correlated with infrastructure readiness, community capacity, regulations, appropriate product value, attractive prices and periodically delivering updated information to the public through social media.

Keywords: Dissemination, Mobile Money, Rural, Structural Equation Modeling (SEM).

DOI: 10.7176/EJBM/12-30-09

Publication date:October 31^st 2020