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Understanding The Role Of Social Media Marketing And Technology Adoption Model In Shaping Customer Adoption Of Digital Banking, Jonathan Bagus Pradhana Basoeki, Anna Amalyah Agus
Understanding The Role Of Social Media Marketing And Technology Adoption Model In Shaping Customer Adoption Of Digital Banking, Jonathan Bagus Pradhana Basoeki, Anna Amalyah Agus
The South East Asian Journal of Management
Research Aims: The present research aims to investigate factors that significantly influence customers’ behavioural intention to use digital banking products. Following prior work on social media marketing and the influence of conglomerate group benefits, in addition to providing a comprehensive understanding, the research incorporates three established theories: the Theory of Planned Behaviour, the Technology Acceptance Model, and the Unified Theory of Acceptance and Use of Technology.
Design/Methodology/Approach: The sample consists of current Allo Bank users. Data collection involved convenience sampling and a self-administered online questionnaire filled out by 262 respondents in Jakarta, Indonesia. The data analysis technique used was SEM …