ANTESEDEN KEPUTUSAN PENGGUNAAN BANK DIGITAL PADA GENERASI Z DI JABODETABEK

MUHAMAD ILHAM, . (2026) ANTESEDEN KEPUTUSAN PENGGUNAAN BANK DIGITAL PADA GENERASI Z DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text cover.pdf Download (428kB)
	Text bab 1.pdf Download (464kB)
	Text BAB 2.pdf Restricted to Registered users only Download (400kB)
	Text BAB 3.pdf Restricted to Registered users only Download (343kB)
	Text BAB 4.pdf Restricted to Registered users only Download (777kB)
	Text BAB 5.pdf Restricted to Registered users only Download (215kB)
	Text DAFPUS.pdf Download (235kB)
	Text LAMPIRAN .pdf Restricted to Registered users only Download (929kB)

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Financial Literacy, Friend Influence, dan Perceived Ease of Use dan Perceived Enjoyment terhadap Decision to Use bank digital pada generasi Z di Jabodetabek. Metode yang digunakan adalah kuantitatif dengan teknik survei melalui kuesioner daring. Sampel dari penelitian ini melibatkan 144 responden berusia 13-28 tahun yang berdomisili di Jaebodetabek dan memiliki akun bank digital. Analisis data dilakukan menggunakan teknik Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa Financial Literacy berpengaruh positif signifikan terhadap Decision to Use. Friend Influence juga terbukti berpengaruh positif dan signifikan terhadap Decision to Use. Selanjutnya, Perceived Ease of Use bepengaruh positif signifikan terhadap Perceived Enjoyment dan Perceived Enjoyment memiliki pengaruh positif signifikan terhadap Decision to Use. Hasil penelitian ini diharapkan dapat memberikan kontribusi teoretis dalam pengembangan model adopsi teknologi serta kontribusi praktis bagi industri perbankan dalam merumuskan strategi pemasaran yang tepat untuk meningkatkan penggunaan bank digital di kalangan generasi muda. Implikasi dari hasil penelitian ini menunjukkan bahwa penyedia layanan bank digital perlu mengembangkan strategi yang tidak hanya berfokus pada kemudahan penggunaan aplikasi, tetapi juga pada peningkatan literasi keuangan digital, penciptaan pengalaman pengguna yang menyenangkan, serta pemanfaatan pengaruh sosial untuk mendorong keputusan penggunaan bank digital di kalangan Generasi Z. ***** This study aims to analyze the influence of Financial Literacy, Friend Influence, Perceived Ease of Use, and Perceived Enjoyment on the Decision to Use digital banking among Generation Z in Greater Jakarta. The method used is quantitative with a survey technique through an online questionnaire. The sample involved 144 respondents aged 13–28 years who reside in Greater Jakarta and have a digital bank account. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results show that Financial Literacy has a positive and significant effect on the Decision to Use. Friend Influence is also proven to have a positive and significant effect on the Decision to Use. Furthermore, Perceived Ease of Use has a positive and significant effect on Perceived Enjoyment, and Perceived Enjoyment has a positive and significant effect on the Decision to Use. The findings are expected to provide theoretical contributions to the development of technology adoption models and practical contributions for the banking industry in formulating appropriate marketing strategies to increase digital bank usage among young generations. The implications suggest that digital banking service providers need to develop strategies that focus not only on application usability but also on improving digital financial literacy, creating enjoyable user experiences, and leveraging social influence to encourage digital banking usage decisions among Generation Z.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Umi Widyastuti, SE., M.E. ; 2). Diena Noviarini, MMSi.
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Muhamad Ilham .
Date Deposited:	09 Feb 2026 07:42
Last Modified:	09 Feb 2026 07:42
URI:	http://repository.unj.ac.id/id/eprint/65070

Actions (login required)

View Item