ANALISIS PENGARUH SHARED VALUE, KOMUNIKASI, DAN OPPORTUNISTIC BEHAVIOR CONTROL TERHADAP KEPERCAYAAN (TRUST) PENGGUNA INTERNET BANKING (Studi pada Nasabah Internet Banking Bank BNI Cabang Undip Pleburan Semarang)

Abstract

To reach customer’s trust in internet banking, the bank must first determine the factors that affect customer’s trust in internet banking. Therefore, it becomes important for the banks to determine the factors that influence trust in internet banking. Several previous studies showed that the customer’s trust is affected by several factors such as shared values, communication and opportunistic behavior. The test of the influence of shared values, communication and opportunistic behavior on customer’s trust was performed using data obtained through interviews with 75 customers Internet banking Bank BNI Unidp Pleburan Semarang Branch by using non-probability sampling technique with purposive sampling approach. The statistical tool which is used in this research is multiple regression tests. The results of multiple regression test showed that the shared values proved significant positive effect on customer’s trust, communication proved significant positive effect on customer’s trust, and opportunistic behavior proved significant positive effect on customer’s trust