Pengaruh Mobile Banking Adoption Behaviour Social Media Behaviour terhadap AIDA Model Melalui Consumer Behavior Pada Perbankan Di Karesidenan Kediri

Penulis

  • M. Shofa Rohmana Mubarok Universitas Kadiri
  • Djunaedi Universitas Kadiri
  • IGG Heru Marwanto Universitas Kadiri

DOI:

https://doi.org/10.53494/jira.v9i1.646

Kata Kunci:

Adopsi Teknologi Keuangan, AIDA Model, Consumer Behavior, Media Sosial, Mobile Banking, Perbankan

Abstrak

Penelitian ini bertujuan untuk menginvestigasi pengaruh penggunaan layanan mobile banking dan perilaku konsumen di media sosial terhadap model AIDA melalui Consumer Behavior pada industri perbankan di Karesidenan Kediri. Penelitian ini mengadopsi pendekatan kuantitatif dengan desain penelitian yang menggunakan metode sampling acak sederhana. Populasi penelitian adalah nasabah bank Jatim di Karesidenan Kediri dengan jumlah sampling sebesar 270 responden dengan inklusi penggunaan transaksi transfer dalam waktu 2 minggu terakhir sejumlah 3 kali. Instrumen penelitian adalah kuesioner yang terdiri dari pertanyaan tentang penggunaan layanan mobile banking, perilaku konsumen di media sosial, AIDA Model, dan Consumer Behavior. Data yang dikumpulkan dianalisis dengan menggunakan teknik regresi berganda dan analisis jalur.

Hasil penelitian ini menunjukkan bahwa penggunaan Mobile Banking adoption Behaviour dan Social Media Behaviour memiliki pengaruh positif terhadap Consumer Behavior, yang berdampak pada peningkatan penggunaan AIDA Model pada perbankan di Karesidenan Kediri. Selain itu, Consumer Behavior juga memainkan peran sebagai variabel intervening antara Mobile Banking adoption Behaviour/Social Media Behaviour dan AIDA Model. Perilaku konsumen menjadi faktor utama yang mempengaruhi proses AIDA, sehingga perbankan perlu memahami perilaku konsumen untuk menentukan strategi pemasaran yang tepat dan efektif dalam meningkatkan penerimaan terhadap layanan mobile banking mereka. Oleh karena itu, perbankan di Karesidenan Kediri perlu memperhatikan penggunaan Mobile Banking dan perilaku di media sosial sebagai faktor tambahan yang dapat meningkatkan penerimaan dan penggunaan jasa perbankan melalui konsumen yang semakin melek teknologi dan aktif berpartisipasi di media sosial. Penelitian ini memberikan kontribusi pada literatur tentang perilaku konsumen dalam mengadopsi teknologi keuangan dan dampak media sosial pada tahap kognitif dalam model AIDA. Kedepannya, penelitian ini dapat digunakan sebagai dasar bagi institusi perbankan dalam meningkatkan pelayanannya dan meningkatkan kualitas layanan melalui strategi pemasaran yang tepat.

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Unduhan

Diterbitkan

2023-04-30

Cara Mengutip

Mubarok, M. S. R., Djunaedi, D., & Marwanto, I. H. (2023). Pengaruh Mobile Banking Adoption Behaviour Social Media Behaviour terhadap AIDA Model Melalui Consumer Behavior Pada Perbankan Di Karesidenan Kediri. Jurnal Ilmiah Raflesia Akuntansi, 9(1), 168–178. https://doi.org/10.53494/jira.v9i1.646

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