Marketing Mobile Banking Apps to Gen-Z: A Theory UTAUT 2
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This study attempts to determine how use behavior in mobile banking for Gen-Z is influenced by social influence, perceived utility, perceived ease of use, and enabling factors. This impact is mediated by behavioral intention. This study employed a quantitative methodology that disseminated questionnaires created using Google Form. SPSS version 26 and SmartPLS version 3.0 were the tools used to process the data in this investigation. 288 Gen-Z citizens of Batam City served as the study's sample population. The study's findings suggest a substantial correlation between behavioral intention and usage behavior and perceived ease of use. A strong correlation exists between behavioral intention and perceived usefulness, but not between perceived usefulness and usage behavior. There is a positive correlation between behavioral intention and social influence, but not between use behavior and social influence. However, there is no substantial correlation between using behavior and facilitating situations and behavioral intention. There is a strong correlation between use behavior and behavioral intention. Between perceived usefulness and enabling conditions on use behavior, behavioral intention acts as a mediating factor. Because of social influence, perceived utility, convenience of use, and other considerations, people who have a high intention to use the mobile banking application are more likely to do so frequently and actively.
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