Influence of Technology of Acceptance Model (TAM) on Customer Interest in Using Mybca on A Sustainable Basis (Privacy and Personalization as Moderation Variables)

Abstract

The purpose of this study was to examine and analyze the effect of the Technology of Acceptance Model (TAM) on Customer Interests in Using myBCA in a sustainable manner (Privacy and Personalization as Moderating Variables). The sample who became respondents in this study were 200 people. The sampling method used in this study was non-probability sampling and specifically purposive sampling, with data collection techniques using a questionnaire. The data analysis method uses Partial Least Square (PLS) Structural Equation Model (SEM) with Smart PLS Version 3 software. The results of this study are: (1) Perceived usefulness has a significant positive effect on interest in using myBCA mobile banking; (2) Perceived ease of use is positive and not significant to interest in using myBCA mobile banking; (3) Perceived enjoyment has a positive and insignificant effect on interest in using myBCA mobile banking; (4) Actual Use has a positive and insignificant effect on interest in using myBCA mobile banking; (5) Trust has a positive and insignificant effect on interest in using myBCA mobile banking; (6) Privacy has a positive and insignificant effect on interest in using myBCA mobile banking; (7) Personalization has a significant positive effect on interest in using myBCA mobile banking; (8) Privacy is unable to moderate Perceived usefulness and Perceived ease of use of myBCA customer interests; (9) Personalization is not able to be moderately perceived.

Keywords: Technology of Acceptance Model, Customer Interest

DOI: 10.7176/JESD/14-17-01

Publication date: November 30^th 2023