<![CDATA[The financial services industry, particularly the banking sector, has experienced rapid growth in line with increasing consumer demands, competitive pressures, and technological advances. The innovations resulting from these dynamics play an important role in creating services that are easier to use and provide tangible benefits to users. These two perceptions are key to driving the wider and more sustainable adoption of digital banking services. This study aims to investigate the relationship between perceived ease of use, perceived usefulness, attitude, and intention to use regarding mobile banking usage. TAM is used as the primary theory in this study. The research methodology employs a quantitative approach with purposive sampling, yielding 250 samples. The research data was analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The findings show that perceived ease of use significantly influences perceived usefulness, and both contribute positively to attitude. Furthermore, perceived usefulness was found to increase intention to use, which ultimately drives mobile banking usage in the use of mobile banking services. This study contributes to the marketing literature on the adoption of digital services by users, particularly in the context of mobile banking usage. Practically, this study emphasizes the importance of feature innovation, service quality improvement, and user experience optimization to enhance customer satisfaction, engagement, and loyalty amid the increasingly competitive digital banking services market. Practically, this research emphasizes the importance of developing user-friendly features that provide tangible benefits to users, to drive adoption and build customer loyalty in the face of increasingly competitive digital banking services.]]>
