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All Journal Annals of Human Resource Management Research International Journal of Accounting and Management Information Systems
Heppy Millanyani
Telkom University, Bandung, Jawa Barat, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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What Motivates Indonesian Customers to Transact with Specific Merchants? Investigating Preferences in the Brimo Application Using the UTAUT Model M. Rezky Dwi Putra; Heppy Millanyani
International Journal of Accounting and Management Information Systems Vol. 4 No. 1 (2026): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijamis.v3i2.3691

Abstract

Purpose: This study examines the key factors that motivate Indonesian customers to transact with specific merchants through the BRImo application. Despite having 35 million users, BRImo underperforms compared to m-BCA in transaction volume due to technical and usability issues. Methodology: Data were collected through online questionnaires distributed via social media to 400 respondents. The data were processed using Excel and analyzed using PLS-SEM to assess direct and indirect effects among UTAUT-related variables. Results: Only three of fourteen hypotheses were supported. Effort Expectancy significantly influences Behavioural Intention (T = 2.195; p = 0.028), Promotional Activities show the strongest effect (T = 213.548; p = 0.000), and Behavioural Intention significantly affects Use Behaviour (T = 9.698; p = 0.000). Traditional UTAUT predictors Performance Expectancy, Social Influence, and Perceived Enjoyment were not significant. Conclusion: BRImo adoption is driven primarily by ease of use and strong promotional activities. BRI should prioritize improving app performance and expanding promotional programs to increase user engagement and competitiveness. Limitations: The study uses self-reported online data and a sample limited to active social media users, which may limit generalizability. It also excludes contextual factors such as security, literacy, and cultural influences. Contributions: The study provides insight into mobile banking adoption in Indonesia, showing the limited relevance of traditional UTAUT variables and emphasizing the roles of usability and promotional strategies.
The influence of electronic service quality and perceived value on customer loyalty with electronic trust and customer satisfaction as mediating variables on the Agoda application Aisyah Zahra Riswanda; Heppy Millanyani
Annals of Human Resource Management Research Vol. 5 No. 2 (2025): June
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ahrmr.v5i2.3161

Abstract

Purpose: This study examines how e-service quality and perceived value influence customer loyalty on Agoda, with e-trust and customer satisfaction as mediators. Although prior studies link high service quality to strong loyalty, Agoda shows otherwise, revealing a gap addressed through an integrated loyalty model. Methodology: The research adopts a quantitative approach using purposive sampling. A total of 384 respondents of Agoda users in Indonesia were surveyed through an online questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 and supplemented by Importance-Performance Map Analysis (IPMA). Results: The results reveal that e-service quality has the most substantial total effect on customer loyalty, surpassing perceived value. However, its low performance score positions it as a critical area for improvement. Both e-trust and customer satisfaction significantly mediate the relationship between the independent and dependent variables. Conclusions: Based on the problem formulation, hypotheses, results, and discussion, it can be concluded that e-service quality and perceived value influence customer loyalty on the Agoda application through e-trust and customer satisfaction as mediating variables. Limitations: This study is limited to users of the Agoda platform in Indonesia, which may reduce its generalizability to other countries or OTAs. The study provides actionable insights for OTA platforms, particularly Agoda, in designing strategies to improve loyalty through digital service enhancement and value optimization. Contribution: This study uniquely investigates the mediating role of e-trust and customer satisfaction in the Agoda context, where loyalty issues persist despite positive service perception, an area previously underexplored in OTA research. Novelty: This study highlights a novel approach by examining the mediating roles of e-trust and customer satisfaction in the relationship between e-service quality and perceived value on customer loyalty in the context of Agoda.
Co-Authors Aisyah Zahra Riswanda M. Rezky Dwi Putra