Pengaruh Faktor Model UTAUT2 terhadap Niat dan Perilaku Penggunaan Super App BYOND by BSI di Kabupaten Bogor

Abstract

Transformasi digitalisasi perbankan mendorong lahirnya BYOND by BSI sebagai respons atas kebutuhan layanan keuangan syariah yang komprehensif. Namun, terdapat ketimpangan antara kesiapan infrastruktur dan tingkat partisipasi masyarakat dalam memanfaatkan layanan keuangan digital di Kabupaten Bogor. Penelitian ini bertujuan untuk menganalisis preferensi dan pengaruh model UTAUT2 terhadap niat dan perilaku penggunaan BYOND by BSI dengan persepsi keamanan sebagai variabel ekstensi. Penelitian dilakukan pada April hingga Juli 2025 menggunakan teknik pengambilan sampel non-probability sampling. Hasil penelitian menunjukkan bahwa variabel ekspektasi kinerja, pengaruh sosial, motivasi hedonis, nilai harga, kebiasaan, dan persepsi keamanan berpengaruh positif signifikan terhadap niat perilaku. Adapun niat perilaku, kebiasaan, dan persepsi keamanan berpengaruh positif signifikan terhadap perilaku penggunaan.

The digital transformation of the banking sector has driven the emergence of BYOND by BSI as a response to the growing demand for comprehensive Sharia-compliant financial services. However, a disparity remains between infrastructural readiness and public participation in utilizing digital financial services in Bogor Regency. This study aims to analyze user preferences and examine the influence of the UTAUT2 model on behavioral intention and use behavior in adopting the Super App BYOND by BSI, with perceived security included as an extended construct. This research was conducted between April and July 2025 using a non-probability sampling approach. The findings reveal that performance expectancy, social influence, hedonic motivation, price value, habit, and perceived security have a significant positive effect on behavioral intention. Furthermore, behavioral intention, habit, and perceived security are shown to significantly influence use behavior.