The Analysis of Customer Behavior of Bank SUMUT in Non-Cash Transactions with New SMS Banking Service

Abstract

Bank of SUMUT in 2016 launched the New SMS Banking service. This service is very much needed in the midst of the increasing trend of non-cash payments and the e-commerce industry. Various socializations and promotions have been carried out so that customers use the New SMS Banking service. However, the average number of transactions per customer through the New SMS Banking service tends to be stagnant and even has decreased over the last few months in 2017. The purpose of this study is to analyze the factors that influence the customer's desire to use the New SMS Banking service and formulate alternative strategies that can be implemented by Bank SUMUT to optimize this service. The type of research is correlational research. The questionnaires were distributed by purposive sampling to hundred customers from three Coordinator Branch Offices of the Bank SUMUT. The analysis showed that 41.5% of the attitude towards New SMS Banking was influenced by the Benefits of Use, Ease of Use, Risk of Use, Costs of Use, Personal Ability, Suitability of Lifestyle, and Bank Credibility. All of these variables simultaneously have a significant effect on the Attitude towards New SMS Banking. However, partially, the variable Self Ability does not have a significant partial effect on Attitudes towards New SMS Banking. Attitudes towards New SMS Banking affect customer interest in using New SMS Banking. Keywords: Technology Acceptance Model, Theory of Reasoned Action, SMS-Banking, Consumer Attitude.