ANALISIS PENGARUH FAKTOR-FAKTOR KOMUNIKASI POSITIF DARI MULUT KE MULUT TERHADAP ADOPSI LAYANAN PERBANKAN SELULAR DI INDONESIA

Abstract

Mobile banking is a service that provided by the bank to their customer by using technology that can be used anywhere and anytime. Mobile banking serves to give customers benefits in terms of flexibility and transaction costs. However, in Indonesia, the number of mobile service users is still relatively low. This study aims to analyze positive word of mouth factors on the adoption of mobile banking services in Indonesia. The variable used in this research is expected satisfaction of social-needs. social intention, expected satisfaction of self-needs, positive word of mouth as intervening variable, and the adoption of banking services as a dependent variable. The analysis technique in this research is Structural Equation Model by using AMOS 22 and the sample used in this research is purposive sample. The results of this research shows that expected satisfaction of social-needs, social intentions, and expected satisfaction of self-needs have positive and significant effect on positive word of mouth (as an intervening variable) and positive word of mouth has a positive and significant effect on the adoption of mobile banking services.