Of ANALYSIS OF THE INFLUENCE OF STUDENT PREFERENCES IN JABODETABEK ON DECISIONS TO USE MOBILE BANKING PAYMENT SYSTEMS

This study analyzes students' preferences regarding mobile banking usage in the Jabodetabek area, involving 250 respondents selected through purposive sampling. The research employs the Unified Theory of Acceptance and Use of Technology (UTAUT) model to evaluate key factors influencing mobile banking adoption. The Partial Least Squares-Structural Equation Modeling (PLS-SEM) technique is used to analyze variables such as performance expectancy, effort expectancy, social influence, facilitating conditions, behavioral intention, and usage behavior. The findings show that effort expectancy, facilitating conditions, and behavioral intention have a significant impact on mobile banking adoption. These results suggest that perceptions of ease of use, good facilitating conditions, and a clear intention to use mobile banking are crucial in shaping user behavior. However, performance expectancy and social influence do not have a significant impact on the intention to use. These findings provide insights for banks to enhance service quality and meet students' expectations.