Gender Perception Using Financial Technology as an Innovation Strategy for Digital Banking in Millennials and Z

Cheery Pur Damayanti, Catur Sugiarto, Noviawati Maulani W, Bayu Ardi N

Abstract


The purpose of this study is to determine differences in gender perceptions in using financial technology as an innovation strategy for digital banking in the millennial generation and Z generation. In this study, the authors provide a measurement of differences in gender perceptions in adopting the use of digital banking, which refers to Perceived Ease of Use, Perceived Usefulness, Perceived Security and Perceived Trust. Respondents in this study were bank customers in Indonesia, both men and women, from the millennial generation and Z generation, who are very familiar with the use of technology, especially transactions using digital banking. The data collection technique used in this study was a survey, by distributing questionnaires to get 168 respondents. The results of this study indicate that for the millennial generation and Z generation for men, perceived trust has a significant positive effect on increasing the use of digital banking. Meanwhile, for women, perceived usefulness has a significant positive effect on increasing the use of digital banking. This means that there have been differences in gender perceptions between men and women in addressing the use of FinTech as an innovation strategy for digital banking in the millennial generation and generation Z

Keywords


Gender Perception, Digital Bangking

Full Text:

PDF

References


Alkhowaiter, W. A. (2020). Digital payment and banking adoption research in Gulf countries: A systematic literature review. International Journal of Information Management, 53. https://doi.org/10.1016/j.ijinfomgt.2020.102102

Asosiasi Penyelenggara Jasa Internet Indonesia. (2022). APJII Profil Pengguna Internet di Indonesia. https://apjii.or.id/gudang-data/hasil-survei

de Luna, I. R., Libana-Cabanillas, F., Snchez-Fernndez, J., & Muoz-Leiva, F. (2019). Mobile payment is not all the same: The adoption of mobile payment systems depending on the technology applied. Technological Forecasting and Social Change, 146, 931944. https://doi.org/10.1016/j.techfore.2018.09.018

Febriana, T. (2014). STUDI PENERAPAN INOVASI TEKNOLOGI INFORMASI DENGAN METODE TECHNOLOGY WATCH AND COMPETITIVE INTELLIGENT (TW-CI). In Juni (Vol. 5, Issue 1).

Indarsin, T., & Ali, H. (2017). Saudi Journal of Business and Management Studies Attitude toward Using m-Commerce: The Analysis of Perceived Usefulness, Perceived Ease of Use, and Perceived Trust: Case Study in Ikens Wholesale Trade, Jakarta-Indonesia. https://doi.org/10.21276/sjbms.2017.2.11.7

Jiaxin Zhang, J., Luximon, Y., & Song, Y. (2019). The role of consumers perceived security, perceived control, interface design features, and conscientiousness in continuous use of mobile payment services. Sustainability (Switzerland), 11(23). https://doi.org/10.3390/su11236843

Marlina, A., & Bimo, W. A. (2018). Digitalisasasi Bank Terhadap Peningkatan Pelayanan Dan Kepuasan Nasabah Bank. INOVATOR, 7(1), 14. https://doi.org/10.32832/inovator.v7i1.1458

Mbama, C. I., Ezepue, P., Alboul, L., & Beer, M. (2018). Digital banking, customer experience and financial performance. Journal of Research in Interactive Marketing, 12(4), 432451. https://doi.org/10.1108/JRIM-01-2018-0026

Nguyen, O. T. (2020). Factors affecting the intention to use digital banking in Vietnam. Journal of Asian Finance, Economics and Business, 7(3), 303310. https://doi.org/10.13106/jafeb.2020.vol7.no3.303

Otoritas Jasa Keuangan. (2016). OJK Terbitkan Panduan Digital Banking. (2016). Retrieved from Otoritas Jasa Keuangan. https://sikapiuangmu.ojk.go.id/FrontE nd/CMS/Article/348

Sekaran Uma, & Bougie Roger. (2016). Research Methods for Business: a skill-building approach: Vol. 7th Edition (John Wiley & Sons Ltd, Ed.; 7th ed.). John Wiley & Sons Ltd. www.wileypluslearningspace.com

Subawa, N. S., Komang, N., Dewi, A., Gama, O., & Wahyudi. (2021). Differences of Gender Perception in Adopting Cashless Transaction Using Technology Acceptance Model. Journal of Asian Finance, Economics and Business, 617624.

Tan, J. D., Purba, J. T., & Widjaya, A. E. (2018). Financial Technology as an Innovation Strategy for Digital Payment Services in the Millenial Generation 1.

Vinitha, K., & Vasantha, S. (2017). Factors Influencing Consumers Intention to Adopt Digital Payment-Conceptual Model. Indian Journal of Public Health Research & Development, 8(3), 170. https://doi.org/10.5958/0976-5506.2017.00181.4

Wong, W. H., & Mo, W. Y. (2019). A Study of Consumer Intention of Mobile Payment in Hong Kong, Based on Perceived Risk, Perceived Trust, Perceived Security and Technological Acceptance Model. Journal of Advanced Management Science, 3338. https://doi.org/10.18178/joams.7.2.33-38




DOI: https://doi.org/10.30596/miceb.v1i0.130

Refbacks

  • There are currently no refbacks.