PENGARUH PSIKOLOGI SOSIAL DAN PERSEPSI NILAI PELANGGAN TERHADAP PERILAKU KEPUTUSAN PENGGUNAAN MELALUI KEPERCAYAAN DALAM MENGUNAKAN BRI MOBILE DI PEKANBARU

Abstract

This study aims to determine the effect of social psychology and perceived value on beliefs and decisions to use Mobile Banking BRI Pekanbaru. The population in this study includes customers who use BRI Mobile Banking services in the city of Pekanbaru, totaling 170 customers. The samples were determined by using purposive sampling method. In this study the sample studied used a questionnaire as an instrument to prove the results of the study, for testing the hypothesis in the study using the path analysis method (path analysis) with the help of the SPSS program. The results of the study indicate that: 1) there is a positive and significant social psychology effect on customer trust in using BRI Mobile Banking for customers in Pekanbaru. 2) there is a positive and significant influence on Perception of Value on Customer Trust in using BRI Mobile Banking for customers in Pekanbaru. 3) there is a positive and significant influence of Social Psychology on Customers' Decision to Use BRI Mobile Banking for customers in Pekanbaru. 4) there is a positive and significant influence on perceived value on the decision to use customers in using BRI Mobile Banking for customers in Pekanbaru. 5) there is a positive and significant influence of trust on the decision to use customers in using BRI Mobile Banking for customers in Pekanbaru. 6) there is a strong influence of social psychology on usage decisions and moderated by customer trust in using BRI Mobile Banking for customers in Pekanbaru. 7) there is a strong influence of Value Perceptions on Use Decisions and moderated by customer trust in using BRI Mobile Banking against customers in Pekanbaru.

Keywords: Social Psychology, Value Perception, Trust, Usage Decision