Motivasi Penggunaan Layanan Internet Banking dan Hubungannya dengan Perbedaan Gender

Ellen Theresia Sihotang, Larasati Ayu Sekarsari


This study aims to describe and analyze the motivations of using internet banking with gender as the moderation to representation the consumer behavior which can provide design of marketing strategies based on customers’ desires and needs. The sampling techniques are a purposive and a snowball sampling with 250 respondents in Surabaya. The result shows that perceived of usefulness, perceived ease of use, perceived of security and bank initiatives are motivations that encourage using the internet banking service. However, gender as the moderation does not influence to all these factors in using internet banking services.


Consumer Behavior, Gender, Internet Banking, Initiative Bank, Security, TAM


Ahmed, E.M. and Phin, G.S., 2016. Factors Influencing the Adoption of Internet Banking in Malaysia. Journal of Internet Banking and Commerce, 21(1), p.1.

Alalwan, Ali Abdallah, et al. "Consumer Adoption of Mobile Banking in Jordan: Examining the Role of Usefulness, Ease of use, Perceived Risk and Self-Efficacy." Journal of Enterprise Information Management 29.1 (2016): 118-139.

Asosiasi Penyelenggara Jasa Internet Indonesia., Profile Pengguna Internet Indonesia 2016, diunduh tanggal 27 April 2017, dari survei2017/kirimlink

Chandio, F.H., Irani, Z., Zeki, A.M., Shah, A. and Shah, S.C., 2017. Online Banking Information Systems Acceptance: An Empirical Examination of System Characteristics and Web Security. Information Systems Management.

Chuchuen, C., 2016. The Perception of Mobile Banking Adoption: The Study of Behavioral, Security, and Trust in Thailand. International Journal of Social Science and Humanity, 6(7), p.547.

Clemes, M.D., Gan, C. and Du, J., 2012. The Factors Impacting on Customers’ Decisions to Adopt Internet Banking. Banks and bank systems, 7(3), pp.33-50.

Davis, F.D., 1989. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS quarterly, pp.319-340.

DI Marketing Online Market Research In Asia., (2017). Banking Service Usage in Indonesia, diunduh tanggal 25 Mei 2017 dari ttps:// 2017/04/21/banking-service-usage-in-indonesia/

Hair, Joseph F., G. Tomas M. Hult., Christian M. Ringle., Marko Sarstedt. (2017). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: Sage.

Hair, Joseph F., William C. Black., Barry J.Babin., Rolph E.Anderson., Ronald L. Tatham. (2010). Multivariate Data Analysis, 7th ed, Upper Saddle River: Pearson Prentice Hall, Inc.

Hawkins, D. I. and D.L. Mathersbaugh., (2013). Consumer Behavior: Building Marketing Strategy, 12th ed, New York: McGraw-Hill Companies, Inc.

Kock, Ned., (2013). Using WarpPLS in E-collaboration Studies: What If I Have Only One Group and One Condition? International Journal of e-Collaboration, 9(3), pp. 1-12.

Kotler, P & Gary, A., (2016). Principles of Marketing Global, Global Edition, 16th ed, Upper Saddle River: Pearson Education Limited.

Maditinos, D., Chatzoudes, D. and Sarigiannidis, L., 2013. An Examination of the Critical Factors Affecting Consumer Acceptance of Online Banking: A Focus on the Dimensions of Risk. Journal of Systems and Information Technology, 15(1), pp.97-116.

Marakarkandy, B., Yajnik, N., and Dasgupta, C., 2017. Enabling Internet Banking Adoption: An Empirical Examination With an Augmented Technology Acceptance Model (TAM). Journal of Enterprise Information Management, 30(2), pp.263-294.

Massilamany, M. and Nadarajan, D., 2017. Factors That Influencing Adoption of Internet Banking in Malaysia. International Journal of Business and Management, 12(3), p.126.

Mukhtar, M., 2015. Perceptions of UK Based Customers toward Internet Banking in the United Kingdom. The Journal of Internet Banking and Commerce, 2015.

Oruç, Ö.E. and Tatar, Ç., 2017. An Investigation of Factors that Affect Internet Banking Usage Based on Structural Equation Modeling. Computers in Human Behavior, 66, pp.232-235.

Otoritas Jasa Keuangan. (2015). Bijak Ber-eBanking. (diunduh tanggal 10 Agustus 2016).

Riquelme, H.E. and Rios, R.E., 2010. The Moderating Effect of Gender in the Adoption of Mobile Banking. International Journal of bank marketing, 28(5), pp.328-341.

Shanmugam, M., Wang, Y.Y., Bugshan, H. and Hajli, N., 2015. Understanding Customer Perceptions of Internet Banking: The Case of the UK. Journal of Enterprise Information Management, 28(5), pp.622-636.

Sihotang, E.T., 2016. Faktor Penentu yang Mempengaruhi Penggunaan Layanan Internet Banking, Jurnal Ekonomi dan Manajemen, 13 (1), hal.25-36

Sihotang, E.T., 2016. Segmentasi Layanan Internet Banking, Jurnal Manajemen dan Kewirausahaan, 4 (2), hal.12-22.

Susanto, A., Lee, H., Zo, H. and Ciganek, A.P., 2013. User Acceptance of Internet Banking in Indonesia: Initial Trust Formation. Information Development, 29(4), pp.309-322.

Top Brand. (2017). Top Brand Award 2017, diunduh tanggal 31 Mei 2017 dari

Tseng, J.T., Han, H.L., Su, Y.H. and Fan, Y.W., 2017. The Influence of Intention to Use the Mobile Banking-The Privacy Mechanism Perspective. Journal of Management Research, 9(1), pp.117-137.

Venkatesh, V. and Bala, H., 2008. Technology Acceptance Model 3 and A Research Agenda on Interventions. Decision sciences, 39(2), pp.273-315.

Venkatesh, V. and Morris, M.G., 2000. Why Don't Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior. MIS quarterly, pp.115-139.

Yiu, C.S., Grant, K. and Edgar, D., 2007. Factors Affecting the Adoption of Internet Banking in Hong Kong—Implications for the Banking Sector. International Journal of Information Management, 27(5), pp.336-351.

Yousafzai, S. and Yani-de-Soriano, M., 2012. Understanding Customer-Specific Factors Underpinning Internet Banking Adoption. International Journal of Bank Marketing, 30(1), pp.60-81.

Full Text: PDF


  • There are currently no refbacks.


Management Department Faculty of Economics

University of Merdeka Malang

Terusan Dieng Street 62-64, Sukun, Malang City, East Java, 65146, Indonesia
Phone: 081332569864

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.