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All Journal Jurnal Organisasi Dan Manajemen Khazanah Sosial Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat PINISI Discretion Review Charity : Jurnal Pengabdian Masyarakat El-Qish: Journal of Islamic Economics ASERSI : Jurnal Akuntansi Terapan dan Bisnis Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Knowledge Management Journal Of Entrepeneurship and Strategic Management (JESM) INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen Jurnal Akuntansi
Kusmiati, Eti
Universitas Garut
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Law, Crime, Criminology & Criminal Justice Nursing Social Sciences Other

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Journal : Khazanah Sosial

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What Drives Customers to Choose Branchless Banking? An Empirical Study Using the Analytic Hierarchy Process Kusmiati, Eti; Alam Hamdani, Nizar; Fauziah, Hanifah; Mariam Kurniati, Dinar; C. Resmi, Melly
Khazanah Sosial Vol. 7 No. 3 (2025): Khazanah Sosial
Publisher : UIN Sunan Gunung Djati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ks.v7i3.45477

Abstract

This study aims to analyze customer preferences in choosing Branchless Banking services by examining various perceptions that influence their decision-making. The research focuses on four key factors: Perceived Ease of Use, Perceived Trust, Perceived Usefulness, and Perceived Risk. The Branchless Banking services evaluated in this study include BRILink, Agen46, and Mandiri Agen, platforms developed by major banks in Indonesia to expand financial services through agent-based networks. A mixed-methods approach was employed, combining quantitative analysis using the Analytic Hierarchy Process (AHP) and the Expert Choice software with qualitative insights to enrich the interpretation of results. Data were collected from 100 respondents with experience using all three services, ensuring a relevant and comprehensive evaluation. The findings reveal that Perceived Ease of Use is the most dominant factor influencing customer choice, with a weight of 39.40%, followed by Perceived Usefulness at 23.90%. Trust ranked third at 22.30%, while Risk had the lowest weight at 14.30%. Further analysis indicates that BRILink is the most preferred branchless banking service, scoring the highest (45.5%) across all criteria: Perceived Ease of Use, Perceived Usefulness, Trust, and Risk. These results suggest that BRILink aligns best with customer expectations across the evaluated dimensions. The study offers strategic insights for financial institutions to enhance agent banking services through a customer-centric approach.
Co-Authors Abdullah Ramdhani Adiansyah, Adi Almaiddah, Syinta C. Resmi, Melly Cahyani, Virly Dini Turipanam Alamanda Fakhrun Shiddieq, Diqy Fauziah, Hanifah Fauziyyah, Nadhira Fikri Fahru Roji Hamdani, Nizar Alam Hermina, Tinneke Hernawaty _ Ieke Sartika Iriany Jaman, Mohamad Badru Malinda, Shelfi Mariam Kurniati, Dinar Mariska, Revi Sasti Mochammad Adry Ghifary Hermansyah Mulyaningsih Nasrulloh, Yufii M Nurbudiwati, Nurbudiwati Nurhayati, Naimila Ramadan, Yusril Muh Rostiena Pasciana Salamatuddaroen, Intan Salsabila, Nabil Subhan Subhan Suseno, Novie Susanti Ungkari, Marti Dewi Wahyuningsih Wahyuningsih Wildan Wildan Wufron Wufron