Pengaruh Mobile Banking Adoption Behaviour, Social Behaviour Terhadap Aida Model Melalui Consumer Behaviour Pada Perbankan Di Wilayah Kediri

Mubarok, Shofa Rohmana (2023) Pengaruh Mobile Banking Adoption Behaviour, Social Behaviour Terhadap Aida Model Melalui Consumer Behaviour Pada Perbankan Di Wilayah Kediri. Thesis thesis, Universitas Kadiri.

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Abstract

This research aims to investigate the influence of the use of mobile banking services and consumer behavior on social media on the AIDA model through Consumer Behavior in the banking industry in Kediri Residency. This research uses a quantitative approach with a research design that uses a simple random sampling method. The research population was East Java Bank customers in the Kediri Residency with a sampling number of 270 respondents including the use of transfer transactions in the last 2 weeks 3 times. The research instrument is a questionnaire consisting of questions about the use of mobile banking services, consumer behavior on social media, the AIDA Model, and Consumer Behavior. The data collected was analyzed using multiple regression techniques and path analysis. The results of this research show that the use of Mobile Banking Adoption Behavior and Social Media Behavior has a positive influence on Consumer Behavior, which has an impact on increasing the use of the AIDA Model in banking in the Kediri Residency. Apart from that, Consumer Behavior also plays a role as an intervening variable between Mobile Banking Adoption Behavior/Social Media Behavior and the AIDA Model. Consumer behavior is the main factor influencing the AIDA process, so banks need to understand consumer behavior to determine appropriate and effective marketing strategies in increasing acceptance of their mobile banking services. Therefore, banks in the Kediri Residency need to pay attention to the use of Mobile Banking and behavior on social media as additional factors that can increase the acceptance and use of banking services through consumers who are increasingly technology savvy and actively participate in social media. This research contributes to the literature on consumer behavior in financial technology adoption and the impact of social media on the cognitive stage in the AIDA model. In the future, this research can be used as a basis for banking institutions to improve their services and improve service quality through appropriate marketing strategies. Key words: financial technology adoption, AIDA Model, Consumer Behavior, social media, mobile banking, banking

Item Type:	Thesis (Thesis)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi > Prodi Manajemen S2
Depositing User:	NR Nurul Huda
Date Deposited:	15 Nov 2024 10:15
Last Modified:	15 Nov 2024 10:15
URI:	http://repository.unik-kediri.ac.id/id/eprint/694

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