Analyzing the Success of BRISPOT: Utilizing Human, Organization, and Technology-Fit Factors (HOT-FIT)

Abstract

Micro, Small, and Medium Enterprises (MSMEs) constitute the primary market share for Bank BRI, underscoring their significance within the company profile. The annual target for micro-businesses aims to fortify and sustain BRI's position as the market leader for micro-businesses in Indonesia. Recognizing the intensifying competition in the micro-business sector, BRI has developed BRISPOT, a digital-based application with a one-stop service concept. This enables Loan Officers to seamlessly conduct credit processes end-to-end, anytime, and anywhere. This research was conducted at the Bank BRI Denpasar Regional Office. The study population consisted of all micromarketers/mantri, totaling 1,550 individuals. Probability sampling techniques, specifically proportionate random sampling, were employed in this research, and a sample size of 205 was determined, aligning with Hair et al.'s guidelines. The data collection method utilized a questionnaire with a 5-point Likert scale. The data analysis technique employed in this research is SEM-PLS (Partial Least Squares). The results of this research indicate that organizational structure, organizational environment, system quality, information quality, service quality, and self-efficacy positively influence user satisfaction. Furthermore, user satisfaction has a positive impact on net benefits.

Keywords: User Satisfaction, Net Benefit, HOT-Fit, BRISPOT, Micro Credit

DOI: 10.7176/RJFA/15-2-02

Publication date: January 31^st 2024