Analysis of Marketing Strategy Utilizing Technology Acceptance Model (TAM) in Indonesian Banking E CRM Services

Aji Bagus Nugroho, M. Irhas Effendi, Abdul Ghofar

Abstract


The objective of this research is to examine the influence of perceived usefulness and perceived ease of use on user attitude and intention to use, which subsequently impacts the usage behavior of banking E-CRM services in Indonesia. The main focus of this study is the banking strategies in Indonesia that utilize information technology in their services to provide benefits and facilitate their customers. Data processing and analysis methods employed in this research include descriptive and quantitative analysis. The population for this study is not precisely known in terms of numbers. The sampling technique used is purposive sampling, with the minimum sample size determined using the 10-times rule. The analytical technique utilized in this research is Partial Least Square-Structural Equation Modeling (PLS-SEM), employing the SmartPLS application. Data collection for this research is conducted through questionnaires. The analysis results indicate that perceived usefulness and perceived ease of use influence usage behavior, mediated by user attitude and intention to use banking E-CRM services in Indonesia.

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References


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