ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI ADOPSI LAYANAN SEABANK OLEH PENGGUNA MUDA MENGGUNAKAN EXTENDED UTAUT MODEL

Abstract

The digital transformation in the financial sector has given rise to various innovative services, one of which is digital banking. SeaBank, as one of the growing digital banks in Indonesia, offers convenient transaction features and integration with e-commerce platforms. This service has gained popularity among the younger generation, who tend to be more adaptive to technology. This study aims to analyze the factors influencing the adoption of SeaBank services among young users using the Extended Unified Theory of Acceptance and Use of Technology (UTAUT) framework. The model includes seven constructs: Performance Expectancy (PE), Effort Expectancy (EE), Social Factor (SF), Facilitating Conditions (FC), Personal Innovativeness (PI), Behavioral Intention (BI), and Actual Use (AU). A quantitative approach was used through a survey distributed to 500 respondents aged 18–27 years. The results show that only two constructs had a significant influence: Personal Innovativeness on Behavioral Intention and Facilitating Conditions on Actual Use, both with negative relationships. These findings indicate that not all factors in the Extended UTAUT model are relevant in explaining the adoption behavior of SeaBank among young users. Factors such as ease of use, perceived usefulness, and social influence did not show significant effects. Therefore, this study suggests that external factors such as user experience, perceived risk, and brand loyalty should be considered in developing future strategies to increase digital banking adoption.