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All Journal Agrisocionomics: Jurnal Sosial Ekonomi Pertanian Khazanah Sosial
Dinar Mariam Kurniati
Mark Oliphant College, Adelaide
Religion Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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What Drives Customers to Choose Branchless Banking? An Empirical Study Using the Analytic Hierarchy Process Eti Kusmiati; Nizar Alam Hamdani; Hanifah Fauziah; Dinar Mariam Kurniati; Melly C. Resmi
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.
E-WOM In Urban Community Support Ariculture: Impact Of Customer Experience, Knowledge, And Involvement Hesty Nurul Utami; Resti Arini; Tomy Perdana; Sulistyodewi Nur Wiyono; Dini Turipanam Alamanda; Dinar Mariam Kurniati
Agrisocionomics: Jurnal Sosial Ekonomi Pertanian Vol 9, No 3 (2025): November 2025
Publisher : Faculty of Animal and Agricultural Science, Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/agrisocionomics.v9i3.25719

Abstract

The demand for organic vegetables is continuously increasing to support healthy lifestyles that more people follow. Digital technology has facilitated this product marketing to serve a larger market, including agri-food marketing using social media that explicitly targets online communities. The growing participation in Community-Supported Agriculture (CSA) as an  agricultural product direct selling initiative in Indonesia highlights the necessity to examine how customer experience, knowledge, and involvement stimulate electronic word-of-mouth (E-WOM) as a powerful promotion tool that consists of peer opinions and experiences aiming to foster sustainable consumer engagement and market expansion. This study aims to determine the effect of customer experience, product knowledge, and customer involvement on E-WoM on organic vegetable customers at an urban CSA in Bandung City that sells organic vegetables. The research employed a quantitative method with the Structural Equation Model – Partial Least Square (SEM-PLS). We sampled 60 respondents of the urban CSA customers. The results show that customer experience, product knowledge, and customer involvement significantly influence E-WoM. The research provides theoretical implications for consumer perceptions, engagement, and decision-making in shaping E-WoM impact, including practical implications on marketing organic products in online communities that support urban agricultural practices related to enhancing consumer trust, attracting new members, and promoting the sustainability of urban community-supported agriculture initiatives. 
Co-Authors Dini Turipanam Alamanda Eti Kusmiati Hanifah Fauziah Hesty Nurul Utami Melly C. Resmi Nizar Alam Hamdani Resti Arini Sulistyodewi Nur Wiyono Tomy Perdana