ANALISIS NIAT MENGGUNAKAN DIGITAL BANKING SEBAGAI LAYANAN KEUANGAN PRIBADI: TELAAH PADA WANITA TANGERANG

Abstract

The use of digital bank services to manage personal finances is gaining popularity, including among women. The ease of access and flexibility offered attracts women to manage their finances independently. This study aims to understand women's intentions in using digital bank services to manage personal finances. By understanding the factors influencing women's intentions to use digital banking services, digital banks can devise more effective strategies to attract and retain female customers. For example, they can improve security features, improve the user interface to make it more intuitive, offer clear and tangible benefits, and leverage social networks to amplify positive influence. The results showed that these four factors had a positive influenceon women's intentions in using digital bank services. This research contributes to the literature on financial technology adoption, particularly among women. This research is not only relevant for academics but also for practitioners in the digital finance industry who want to understand the dynamics of technology adoption among female users.