RACHMAN, TAN FAIZAL (2022) THE EFFECT OF ADVERTISING EXPOSURE OF DIGITAL BANK, USER EXPERIENCE ON M-BANKING, AND USER’S BRAND AWARENESS TOWARD THE INTENTION TO CREATE AN ACCOUNT 38KOM2022. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

	Text Cover.pdf - Submitted Version Download (430kB)
	Text Chapter I.pdf - Submitted Version Download (225kB)
	Text Chapter II.pdf - Submitted Version Download (101kB)
	Text Chapter III.pdf - Submitted Version Download (1MB)
	Text Chapter IV.pdf - Submitted Version Download (158kB)
	Text Chapter V.pdf - Submitted Version Download (106kB)
	Text References.pdf - Submitted Version Download (209kB)

Abstract

The purpose of this research is to analyze the effect of Digital Bank’s
advertisement exposure, User Experience on M-Banking, and digital bank brand
awareness toward the intention to create an account of digital bank. The new
phenomenon of the mass acquisition of small banks and remodeling maneuver
thus the cooperation with overseas bank during the unprecedented wave of
pandemic has become the issue. Digital bank, which bank that fully operated
within the digital environment has become the trend among corporations. Apart
from advantages these banks have to offer, the digital era is coming, and brought
its disadvantages along the way. Cybercrime, which highly related to the digital
world, and digital bank, has stiffen its position as the 2nd highest reported case in
Indonesia. Moreover, with the constant enhancement of M-Banking, people are
now allowed to engage in the easiest transactional activity as possible. On the
other hand, people are now confronted with options, whether to stay with MBanking,
or
opt
the
Digitally-operated
bank.
These
situation
however,
are
taken

as

efficiently as possible by the digital banks corporation to create such
awareness, through massive concert, exhibition, collaboration, sponsorship, and
advertisement. This phenomenon, of a new technology and trend in the
foreseeable digital disruption era are yet to be scientifically discovered. The
primary population for this research is adult age ranged from 17 to 25 years old
throughout Indonesia that possess the experience in using M-Banking. This
research is done by collecting 108 respondents and referred to primary data. The
statistical analysis implemented in this research is simple linear regression, by
analyzing the effect of advertising exposure of digital bank toward intention to
create an account, user experience of M-Banking toward the intention to create
an account, and digital bank brand awareness toward the intention to create an
account. The results retracted from the statistical measurement concluded that
advertisement exposure of digital bank, user experience on M-Banking and,
Digital bank brand awareness does not show a significant effect, resulting on the
statistical result all above 0.05. Therefore, three of these variables does not affect
the intention to create an account of digital bank.
Keywords: Brand Awareness, User Experience, Advertising Exposure, Intention to Create
an Account, Digital Bank

Actions (login required)

View Item