<![CDATA[The development of financial technology (fintech) has transformed how people access and use financial services and has become an increasingly important factor in shaping customer preferences and banking service selection decisions. This study analyzes the effect of fintech on customer preferences and banking service selection decisions. This study used a quantitative approach based on a survey of 247 respondents in DKI Jakarta and Central Java. The data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, simple linear regression analysis, t-tests, and the coefficient of determination (R²). Cross-tabulation (Crosstab) analysis was also employed to describe the distribution of banking service choices based on respondents’ characteristics. The results indicate that fintech has a positive and significant effect on customer preferences and banking service selection decisions. Convenience, efficiency, security, accessibility, and the perceived benefits of fintech use are key factors shaping individuals’ evaluations and choices of banking services. However, both models' explanatory power remains limited, indicating that factors beyond fintech account for a substantial share of the variation in customer preferences and banking service selection decisions. This study confirms that fintech represents one relevant dimension in individuals’ financial decision-making, but it does not fully explain the complexity of customer preferences and banking service selection decisions. Therefore, future research should consider additional financial, behavioral, service quality, and institutional factors to better understand customer behavior in an increasingly digitalized financial environment. Keywords: Financial technology, Customer preference, Banking choice decision.]]>
