Pengaruh Persepsi Kemudahan dan Fitur Layanan Terhadap Penggunaan Mobile Banking Brimo pada Mahasiswa Vokasi Universitas Sumatera Utara

Abstract

The development of digital technology in the banking sector has encouraged the emergence of mobile banking services that are increasingly in demand, especially by the younger generation such as students. One of the widely used mobile banking applications is BRImo, owned by Bank Rakyat Indonesia. This study aims to determine the effect of perceived convenience and service features on the use of BRImo mobile banking on students of the Faculty of Vocational Studies, University of North Sumatra. The research method used is quantitative with an associative approach. Data were obtained through questionnaires distributed to 101 active students of the Diploma Three Finance, Accounting and Secretarial Study Program class of 2022 and 2023. The data analysis technique used is multiple linear regression with the help of SPSS software version 22. The R Square results obtained in this study were obtained at 0.378 or 37.8%. The results showed that partially, perceived convenience had no significant effect on the use of BRImo, while service features had a positive and significant effect. Therefore, developing features that suit user needs needs to be a priority to increase the convenience and loyalty of mobile banking users among students.