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Journal : ETIKONOMI

Clustering Indonesian Neobanking Users Through Extended UTAUT 3 for Retention Campaign Strategy Rahmatulloh, Febriandi; Sumarwan, Ujang; Hartoyo, Hartoyo; Sartono, Bagus
ETIKONOMI Vol. 24 No. 2 (2025)
Publisher : Faculty of Economic and Business, Universitas Islam Negeri Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/etk.v24i2.42599

Abstract

Research Originality: This study develops a behavior-anchored segmentation framework for Indonesian neobank users by extending the Unified Theory of Acceptance and Use of Technology (UTAUT-3) with trust and marketplace application usage, providing deeper insights into user behavior. Research Objectives: The research aims to identify distinct neobank user segments and key behavioral drivers to support targeted strategies in digital financial services. Research Method: An extended UTAUT-3 model incorporating trust and marketplace usage was validated through Structural Equation Modeling (SEM). Balanced Iterative Reducing and Clustering using Hierarchies (BIRCH) clustering was applied to data from 386 active users, with segment validity confirmed using Elbow, Gap, and Silhouette methods. Empirical Results: The results revealed that trust, habit, and marketplace usage emerged as primary drivers of engagement and user recommendations. This study identifies four user segments: transitioning explorers, urban occasionalists, rural digital enthusiasts, and cost-conscious digital natives. Implications: Urban Occasionalists and Rural Digital Enthusiasts show strong potential for long-term growth. Targeted engagement and personalized retention strategies for these segments can enhance customer lifetime value and strengthen user advocacy. JEL Classification: G21, M31, C38
Co-Authors -, Salsabila Aam Alamudi Abdul Aziz Nurussadad Abyan, Muhammad Fatih Achmad Fauzan Achsani, Noer Azham Adi Hadianto Adinna Astrianti Afendi, Farit M Agus M Soleh Agus M Soleh Agus M. Sholeh Agus Mohamad Soleh Agusta, Madania Tetiani Agwil, Winalia Aji Hamim Wigena Akbar Rizki Akbar Rizki Akhilla, Kharismatul Zaenab Alfa Nugraha Pradana ALFIAN FUTUHUL HADI Alifviansyah, Kevin Alona Dwinata Alwinie, Ade Agusti Amanda, Nabila Tri Amatullah, Fida Fariha Amin, Toufiq Al Amir Abduljabbar Dalimunthe Anang Kurnia Andi Susanto Andrie Agustino Anggraeni, Kartika Novira Anggraini Sukmawati Ani Safitri Anik Djuraidah Anisa Nurizki Annisa Permata Sari, Annisa Permata Annissa Nur Fitria Fathina Anton Ferdiansyah Anwar Fajar Rizki Ardhani, Rizky Ardiansyah, Muhlis Arief Daryanto Arief Daryanto Arief Gusnanto Aris Yaman Aris Yaman Aristawidya, Rafika Aruddy Aruddy Aryasa, Komang Budi Asep Rusyana ASEP SAEFUDDIN Asfar Asrirawan, Asrirawan Audina, Delia Fitri Aulia Rizki Firdawanti Aunuddin Aunuddin Auzi Asfarian Ayu Sofia Azlam Nas Bagus Randhyartha Gumilar Bariq, Muhammad Shidqi Abdul Barokaturrizkia Ameliani Bayu Indrayana Bayu Pranata, Bayu Bayu Suseno Beny Mulyana Sukandar Billy Bimandra Adiputra Djaafara Bonar Marulitua Sinaga Budi Susetyo Bukhari, Ari Shobri Cahya, Septa Dwi Carlya Agmis Aimandiga Cici Suhaeni Cici Suhaeni Cici Suhaeni Cintari, Nanda Putri Citra, Reza Felix Dani Al Mahkya Darwis Darwis Dede Dirgahayu Dede Dirgahayu Defri Ramadhan Ismana Deiby T Salaki Deni Achmad Soeboer Deri Siswara Desi Prabandari Kusuma Ningtyas Dessy Rotua Natalina Siahaan Dewi Margareth Lumbantoruan Dhanu Dhanu Saptowulan Dian Ayuningtyas Dian Handayani Dian Kusumaningrum Dito, Gerry Alfa Dwi Agustin Nuriani Sirodj Dwi Fitrianti Dwi Wahyu Triscowati Eko Ruddy Cahyadi Embay Rohaeti Erfiani Erfiani Erira, Salsa Rifda Erliza Noor Erwan Setiawan, Erwan Etis Sunandi EVI RAMADHANI EVITA PURNANINGRUM Fachry Abda El Rahman Fadhila Hijryani FAHREZAL ZUBEDI Fany Apriliani Farit M. Afendi Farit Mochamad Afendi Fauzi, Fatkhurokhman Ferdiansyah, Anton Ferdiansyah, Anton Fitri Mudia Sari Fitrianto, Anwar Frisca Rizki Ananda Galih Hedy Saputra Gerry Alfa Dito Ghiffary, Ghardapaty Ghaly Ginting, Victor Gumilar, Bagus Randhyartha Hanum Rachmawati Nur Hardiana Widyastuti Hari Wijayanto Hari Yanni, Meri Harianto Harianto Hartoyo Hartoyo Hartoyo Hazan Azhari Zainuddin Hendri Wijaya Hendria, Muhammad Herlin Fransiska Herlina Herlina Hidayat, Agus Sofian Eka Hidayat, Muhammad Hilman Dwi Anggana I Made Sumertajaya I Wayan Mangku Idqan Fahmi Ilma, Hafizah Ilma, Meisyatul Ilmani, Erdanisa Aghnia Iman, Mutiara Nurul INA YATUL ULYA Indahwati Indonesian Journal of Statistics and Its Applications IJSA Intan Arassah, Fradha Irene Muflikh Nadhiroh Irfan Syauqi Beik Ismah, Ismah Ita Wulandari Itasia Dina Sulvianti Iwan Kurniawan Jaelani, Raditya Kamila, Sabrina Adnin Khairil Anwar Notodiputro Khairunnajah Khairunnajah Khairunnisa, Adlina Khikmah, Khusnia Nurul Kudang Boro Seminar Kusman Sadik Kusnaeni Kusnaeni, Kusnaeni La Surimi, La Laode Ahmad Sabil Leni Anggraini Susanti Lilik Noor Yuliati Linda Karlina Sari Luky Adrianto Lukytawati Anggraeni M. Yunus Magfirrah, Indah Matualage, Dariani Megawati - Megawati Simanjuntak Meylisah, Eni Mohamad Agus Setiawan Muhammad Hendria Muhammad Ilham Abidin Muhammad Irfan Hanifiandi Kurnia Muhammad Nur Aidi Muhammad Subianto Muhammad Syafiq Muhammad Yusran Mukhamad Najib Murpraptomo, Saka Haditya Musthafa, Hafiz Syaikhul MY, Hadyanti Utami Nofrida Elly Zendrato Novian Tamara Nugraha, Adhiyatma Nur Aulia NUR HASANAH NURADILLA, SITI Nurfadilah, Khalilah Oktaviani, Rina Pardomuan Robinson Sihombing Parwati Sofan, Parwati Pika Silvianti Popong Nurhayati Pratiwi, Windy Ayu Purnaningrum, Evita Purwanto, Arie Puspita, Novi Qalbi, Asyifah Rachma Fitriati Rahardi, Naufal Rahardiantoro, Septian Rahma Anisa Rahma Anisa Rahma Dany Asyifa Rahman, Gusti Arviana Rahmatulloh, Febriandi Rais Rere Kautsar Rhendy K P Widiyanto Riantika, Ines Rina Oktaviani Rini, Dyah Setyo Riska Yulianti, Riska Riza Indriani Rakhmalia Rizal Bakri Rizka Rahmaida Rizqi, Tasya Anisah ROCHYATI ROCHYATI Roy Sembel Sachnaz Desta Oktarina salsa bila Saptowulan Sarah Putri Sari, Jefita Resti Sentana Putra, I Gusti Ngurah Seta Baehera Setiabudi, Nur Andi Setiadi Djohar Setyowati, Silfiana Lis Sholeh, Agus M. Siregar, Indra Rivaldi Siskarossa Ika Oktora Sri Amaliya Suantari, Ni Gusti Ayu Putu Puteri Suhaeni, Cici Suhaeri, ⁠Bulan Cahyani Sukarna Sukarna Suprayogi, Muhammad Azis Susanto, Andi Suseno Bayu Syam, Ummul Auliyah Syarip, Dodi Irawan Totong Martono Toufiq Al Amin Toufiq Al Amin Triscowati, Dwi Wahyu Tsabitah, Dhiya Ulayya Tsaqif, Denanda Aufadlan Ujang Sumarwan Ulfia, Ratu Risha Utami Dyah Syafitri Valentika, Nina Vera Maya Santi Virgie, Meriza Immanuela Wahida Ainun Mumtaza Wahyudi Setyo Wahyuni, Silvia Tri Waliulu, Megawati Zein Wawan Saputra Yanuari, Eka Dicky Darmawan Yenni Angraini Yoga Primanda Yopi Ariesia Ulfa Yudhianto, Rachmat Bintang Yuliani, Leny Zahra, Latifah Zaima Nurrusydah