Analysis of Factors Influencing the Intention of Using Digital Banking Through Social Media

With the digitization of the banking sector and the use of social media in daily activities, the world of technology has developed significantly daily. The availability of social media as a source of communication and information gathering can be used to measure user intentions in using digital banks. This research is intended to analyze the factors or variables that influence the intentions of digital bank users through information conveyed through social media. This study adopts the Extended UTAUT research model, which includes Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Information Quality, Behavior Intention, and User Behavior variables. The research data was collected by distributing questionnaires through Google Forms and using Likert Scale with non-probability type snowball sampling to respondents. The data obtained is then processed with the SmartPLS software. Based on the test results shows that the variables Performance Expectancy (PE), Effort Expectancy (EE), and Facilitating Conditions (FC) do not have a significant effect. In contrast, the Social Influence (SI) and Information Quality (IQ) variables significantly influence the Intention to use Digital Banks through information on Social Media.