Analysis of Acceptance and User Experience of the Bibit Application as a Digital Investment Platform for the Surabaya City Community

Rahmatulloh Annafi Titian Kasih; Eka Asa Setyaning Pratiwi; Mutiara Shinta Dewi

doi:10.59934/jaiea.v4i3.1177

Authors

Rahmatulloh Annafi Titian Kasih Universitas Pembangunan Nasional "Veteran" Jawa Timur
Eka Asa Setyaning Pratiwi Universitas Pembangunan Nasional "Veteran" Jawa Timur
Mutiara Shinta Dewi Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI:

https://doi.org/10.59934/jaiea.v4i3.1177

Keywords:

Fintech; Bibit; Mutual Fund App; TAM

Abstract

Given the number of platforms that are not registered with OJK and have the potential to harm users, legality is very important when using investment apps. Bibit App is a technology-based mutual fund investment platform that is very simple and safe to use. A modified Technology Acceptance Model (TAM) is used to measure the extent to which this application is accepted by people in Surabaya City. Financial Literacy, Trust, Social Influence, User Interface, Perceived Ease of Use, Perceived Usefulness, and Intention to Use are some of the variables analyzed. Partial Least Square-based Structural Equation Model (SEM-PLS) was used to analyze data from 390 respondents. Results showed that out of nine hypotheses, eight were accepted. The relationship between Financial Literacy, User Interface, and Social Influence on Perceived Ease of Use and Perceived Usefulness is highly significant. Perceived Ease of Use also affects Intention to Use and Perceived Usefulness. In contrast, Trust does not affect Perceived Usefulness. This research shows that benefits and ease of use attract users more than trust in security. Applications that have an easy-to-use interface, provide tangible benefits, and support the social environment tend to be preferred by users.

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