Acceptance Analysis of Bareksa Digital Investment with UTAUT Model (Generation Z Case Study)

Amanda Novalina Khairunissa; Rasya Rafika Widalala; Juhar Ananda Dika

doi:10.59934/jaiea.v4i3.1109

Authors

Amanda Novalina Khairunissa Universitas Pembangunan Nasional Veteran Jawa Timur
Rasya Rafika Widalala Universitas Pembangunan Nasional Veteran Jawa Timur
Juhar Ananda Dika Universitas Pembangunan Nasional Veteran Jawa Timur

DOI:

https://doi.org/10.59934/jaiea.v4i3.1109

Keywords:

Bareksa, Digital Investment, Fintech, Generation Z, UTAUT

Abstract

Generation Z's increasing interest in digital investment drives the need to understand the factors that influence their acceptance of investment applications such as Bareksa. This study aims to analyze the acceptance of Bareksa using the Unified Theory of Acceptance and Use of Technology (UTAUT) model which consists of four main constructs namely Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), and Facilitating Conditions (FC), as well as two additional constructs namely Behavioral Intention (BI) and Use Behavior (UB). The research method used is a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) data analysis technique processed through the WarpPLS 8.0 application. Data were collected from 390 Gen Z respondents who are active users of Bareksa using the Lameshow formula. The results showed that EE, SI, and BI have a significant positive effect on app usage intention and behavior, while PE has a significant negative effect on BI, and FC has a marginal effect on UB. The findings suggest that ease of use and social influence are key in driving Gen Z's adoption of digital investments. These results are important for designing app development strategies that are more adaptive to the digital native characteristics of the younger generation.

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