What motivates indonesian customers to transact with specific merchants? investigating preferences in the BRImo application using the UTAUT model

https://doi.org/10.35912/ijamis.v3i2.3691
Published: Aug 26, 2025

Abstract:

Purpose: This study examines the key factors that motivate Indonesian customers to transact with specific merchants through the BRImo application. Despite having 35 million users, BRImo underperforms compared to m-BCA in transaction volume due to technical and usability issues.

Methodology: Data were collected through online questionnaires distributed via social media to 400 respondents. The data were processed using Excel and analyzed using PLS-SEM to assess direct and indirect effects among UTAUT-related variables.

Results: Only three of fourteen hypotheses were supported. Effort Expectancy significantly influences Behavioural Intention (T = 2.195; p = 0.028), Promotional Activities show the strongest effect (T = 213.548; p = 0.000), and Behavioural Intention significantly affects Use Behaviour (T = 9.698; p = 0.000). Traditional UTAUT predictors Performance Expectancy, Social Influence, and Perceived Enjoyment were not significant.

Conclusion: BRImo adoption is driven primarily by ease of use and strong promotional activities. BRI should prioritize improving app performance and expanding promotional programs to increase user engagement and competitiveness.

Limitations: The study uses self-reported online data and a sample limited to active social media users, which may limit generalizability. It also excludes contextual factors such as security, literacy, and cultural influences.

Contributions: The study provides insight into mobile banking adoption in Indonesia, showing the limited relevance of traditional UTAUT variables and emphasizing the roles of usability and promotional strategies.

Keywords:
1. Mobile Banking
2. SEM PLS
3. UTAUT
Authors:
1 . M. Rezky Dwi Putra
Telkom University, Bandung, Jawa Barat, Indonesia
2 . Heppy Millanyani
Telkom University, Bandung, Jawa Barat, Indonesia
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How to Cite
Putra, M. R. D., & Millanyani, H. (2025). What motivates indonesian customers to transact with specific merchants? investigating preferences in the BRImo application using the UTAUT model. International Journal of Accounting and Management Information Systems, 3(2), 169–189. https://doi.org/10.35912/ijamis.v3i2.3691
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Vol. 3 No. 2 (2025): August
Articles
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References

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    Boangmanalu, S., & Indrawati, I. (2025). The Effect of Marketing Mix on Purchasing Decisions Modified with Variables of Education Level and Monthly Allowance (Study on By.U Products). Journal of Digital Business and Marketing, 1(1), 1-13. doi:https://doi.org/10.35912/jdbm.v1i1.3312

    Chatterjee, P. (2025). Innovative Disruption in Financial Technology and Payment Systems. International Journal of Financial, Accounting, and Management, 7(2), 289-301. doi:https://doi.org/10.35912/ijfam.v7i2.3133

    Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting Reliability, Convergent and Discriminant Validity with Structural Equation Modeling: A Review and Best-Practice Recommendations. Asia Pacific Journal of Management, 41(2), 745-783. doi:https://doi.org/10.1007/s10490-023-09871-y

    Ghaffar, A. A. (2024). The Assessment of Usability and Service Quality in E-Commerce Using the Integration of Analytical Hierarchy Process (AHP) and Technique for Order Performance by Similarity to Ideal Solution (TOPSIS). Asian Journal of Business and Accounting, 17(1), 203-226. doi:https://doi.org/10.22452/ajba.vol17no1.7

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    Kovanovien?, V., Romeika, G., & Baumung, W. (2021). Creating Value for the Consumer Through Marketing Communication Tools. Journal of Competitiveness, 13(1), 59-75. doi:https://doi.org/10.7441/joc.2021.01.04

    Matlala, N. P. (2024). Consumer Behaviour Towards the Adoption of Digital Banking Channels. Consumer Behavior Review, 8(1), 1-14. doi:https://doi.org/10.51359/2526-7884.2024.260295

    Mufingatun, M., Prijanto, B., & Dutt, H. (2020). Analysis of Factors Affecting Adoption of Mobile Banking Application in Indonesia: An Application of the Unified Theory of Acceptance and use of Technology (UTAUT2). BISMA (Bisnis Dan Manajemen), 12(2), 88-106. doi:https://doi.org/10.26740/bisma.v12n2.p88-106

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    Putro, C. B. R., & Sugiat, M. A. (2025). The use of UTAUT Model to Understand User Intention and User Behavior of Mobile Banking BIMA PT Bank Jateng. Journal of Multidisciplinary Academic Business Studies, 2(4), 239-255. doi:https://doi.org/10.35912/jomabs.v2i4.3191

    Rita, R., & Fitria, M. H. (2021). Analisis faktor-faktor UTAUT dan trust terhadap behavioral intention pengguna BNI mobile banking Pada Pekerja Migran Indonesia. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 4(2), 926-939. doi:https://doi.org/10.36778/jesya.v4i2.453

    Sarker, D. K., Sarker, B. K., Shaha, S. R., Sarker, S., & Borddin, A. (2025). Digital Banking's Effect on the Banking Industry & System Transformation. Annals of Management and Organization Research, 6(4), 371-384. doi:https://doi.org/10.35912/amor.v6i4.2644

    Servera-Francés, D., Fuentes-Blasco, M., & Piqueras-Tomás, L. (2020). The Importance of Sustainable Practices in Value Creation and Consumers’ Commitment with Companies’ Commercial Format. Sustainability, 12(23), 1-14. doi:https://doi.org/10.3390/su12239852

    Sudaryono. (2021). Metodologi Penelitian Kuantitatif, Kualitatif, dan Mix Method Edisi Kedua. Depok: Rajawali Pers.

    Sugiyono. (2015). Metode Penelitian Kombinasi (Mixed Methods). Bandung: Alfabeta.

    Sujarweni, V. W. (2023). Metodologi Penelitian: Lengkap, Praktis dan Mudah Dipahami. Yogyakarta: Pustaka Baru Press.

    Suryana, P. (2024). Building a Strong Brand Image: The Role of Storytelling in Marketing. Journal of Economics and Business (JECOMBI), 4(2), 107-115. doi:https://doi.org/10.58471/jecombi.v4i02.81

    Tempo.co. (2021). BRI Luncurkan Fitur QR Pedagang, Kini Transaksi Cashless Bisa lewat BRImo. Retrieved from https://www.tempo.co/info-tempo/bri-luncurkan-fitur-qr-pedagang-kini-transaksi-cashless-bisa-lewat-brimo-481058

    Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer Acceptance and use of Information Technology: Extending the Unified Theory of Acceptance and use of Technology. MIS quarterly, 157-178. doi:https://doi.org/10.2307/41410412

    WA, A. R. M., Desriyantika, E., Hasbullah, ET, M. R., & Indrianni, S. (2024). The Influence of Motivation and Work Environment on Employee Performance in the National Unity and Political Agency of Bandar Lampung City. Global Academy of Multidisciplinary Studies, 1(1), 59-73. doi:https://doi.org/10.35912/gams.v1i1.3375

    Wiryawan, Y. F., Tricahyono, D., & Awaluddin, M. (2025). Analysis of Factors Influencing the Adoption of MyTens Application with the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) Model on Account Managers at Telkom Indonesia. International Journal of Accounting and Management Information Systems, 2(2), 131-142. doi:https://doi.org/10.35912/ijamis.v2i2.3229

    Yansah, R., Maulana, A., & Shihab, M. S. (2025). The Effect of Personal Selling and Relationship Marketing on Customer Loyalty and Satisfaction as an intervening Variable in PT. Welty Indah Perkasa Palembang Branch. Journal of Digital Business and Marketing, 1(2), 87-94. doi:https://doi.org/10.35912/jdbm.v1i2.3325

    Yudhistira, P., & Octaviani, N. (2025). What drives Indonesian travellers to go cashless? Investigating mobile payment adoption through the extended Utaut model. Journal of Applied Structural Equation Modeling, 9(1), 1-27. doi:https://doi.org/10.47263/jasem.9(1)03

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  2. Ariandi, M. A., & Rinaldi, M. (2025). Pendampingan Strategi Pemasaran pada UMKM untuk Meningkatkan Efektivitas Penjualan Berbasis Digital Marketing. Jurnal Nusantara Mengabdi, 4(3), 107-116. doi:https://doi.org/10.35912/jnm.v4i3.4449
  3. Bazyar, A. (2024). The Dynamics of Digital Banking Adoption: Insights from Iran's Context on Marketing Strategies and Personal Competence. Annals of Management and Organization Research, 5(4), 271-284. doi:https://doi.org/10.35912/amor.v5i4.2003
  4. Boangmanalu, S., & Indrawati, I. (2025). The Effect of Marketing Mix on Purchasing Decisions Modified with Variables of Education Level and Monthly Allowance (Study on By.U Products). Journal of Digital Business and Marketing, 1(1), 1-13. doi:https://doi.org/10.35912/jdbm.v1i1.3312
  5. Chatterjee, P. (2025). Innovative Disruption in Financial Technology and Payment Systems. International Journal of Financial, Accounting, and Management, 7(2), 289-301. doi:https://doi.org/10.35912/ijfam.v7i2.3133
  6. Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting Reliability, Convergent and Discriminant Validity with Structural Equation Modeling: A Review and Best-Practice Recommendations. Asia Pacific Journal of Management, 41(2), 745-783. doi:https://doi.org/10.1007/s10490-023-09871-y
  7. Ghaffar, A. A. (2024). The Assessment of Usability and Service Quality in E-Commerce Using the Integration of Analytical Hierarchy Process (AHP) and Technique for Order Performance by Similarity to Ideal Solution (TOPSIS). Asian Journal of Business and Accounting, 17(1), 203-226. doi:https://doi.org/10.22452/ajba.vol17no1.7
  8. Ghozali, I. (2008). Structural Equation Modeling Metode Alternatif dengan Partial Least Squares (PLS). Semarang: Badan Penerbit Universitas Diponegoro.
  9. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Second Edition. New York: Sage Publications.
  10. Kovanovien?, V., Romeika, G., & Baumung, W. (2021). Creating Value for the Consumer Through Marketing Communication Tools. Journal of Competitiveness, 13(1), 59-75. doi:https://doi.org/10.7441/joc.2021.01.04
  11. Matlala, N. P. (2024). Consumer Behaviour Towards the Adoption of Digital Banking Channels. Consumer Behavior Review, 8(1), 1-14. doi:https://doi.org/10.51359/2526-7884.2024.260295
  12. Mufingatun, M., Prijanto, B., & Dutt, H. (2020). Analysis of Factors Affecting Adoption of Mobile Banking Application in Indonesia: An Application of the Unified Theory of Acceptance and use of Technology (UTAUT2). BISMA (Bisnis Dan Manajemen), 12(2), 88-106. doi:https://doi.org/10.26740/bisma.v12n2.p88-106
  13. Nurhidayati, R., Arifiya, N., Setiawan, A., Larasakti, R., & Heriansyah, H. (2022). Strategi Pemasaran dengan Teori Permainan pada Usaha Minuman Street Boba dan Kamsia Boba. Studi Ilmu Manajemen dan Organisasi, 3(2), 303-314. doi:https://doi.org/10.35912/simo.v3i2.1388
  14. Omran. (2023). A Review on Consumer Decision-Making Process in Marketing. International Journal of Innovative Science and Research Technology, 8(2), 1921-1924. doi:https://doi.org/10.5281/zenodo.7716433
  15. Permana, G. P. L., & Apriani, N. K. M. (2025). Mengukur Relevansi Cashless Society pada Generasi Z. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(3), 713-726. doi:https://doi.org/10.35912/jakman.v6i3.3758
  16. Petcharat, T., & Leelasantitham, A. (2021). A Retentive Consumer Behavior Assessment Model of the Online Purchase Decision-Making Process. Heliyon, 7(10), 1-18. doi:https://doi.org/10.1016/j.heliyon.2021.e08169
  17. Pratiwi, K. S. A. L., Karta, N. L. P. A., Ramanita, N. W. S., Aprilia, N. P. N., & Wardani, R. K. (2023). Penerapan Digital Marketing sebagai Media Pemasaran Global Guna Meningkatkan Penjualan Kain Tenun Gringsing Desa Tenganan Pegringsingan Bali. Jurnal Bisnis dan Pemasaran Digital, 2(2), 105-113. doi:https://doi.org/10.35912/jbpd.v2i2.2566
  18. Putro, C. B. R., & Sugiat, M. A. (2025). The use of UTAUT Model to Understand User Intention and User Behavior of Mobile Banking BIMA PT Bank Jateng. Journal of Multidisciplinary Academic Business Studies, 2(4), 239-255. doi:https://doi.org/10.35912/jomabs.v2i4.3191
  19. Rita, R., & Fitria, M. H. (2021). Analisis faktor-faktor UTAUT dan trust terhadap behavioral intention pengguna BNI mobile banking Pada Pekerja Migran Indonesia. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 4(2), 926-939. doi:https://doi.org/10.36778/jesya.v4i2.453
  20. Sarker, D. K., Sarker, B. K., Shaha, S. R., Sarker, S., & Borddin, A. (2025). Digital Banking's Effect on the Banking Industry & System Transformation. Annals of Management and Organization Research, 6(4), 371-384. doi:https://doi.org/10.35912/amor.v6i4.2644
  21. Servera-Francés, D., Fuentes-Blasco, M., & Piqueras-Tomás, L. (2020). The Importance of Sustainable Practices in Value Creation and Consumers’ Commitment with Companies’ Commercial Format. Sustainability, 12(23), 1-14. doi:https://doi.org/10.3390/su12239852
  22. Sudaryono. (2021). Metodologi Penelitian Kuantitatif, Kualitatif, dan Mix Method Edisi Kedua. Depok: Rajawali Pers.
  23. Sugiyono. (2015). Metode Penelitian Kombinasi (Mixed Methods). Bandung: Alfabeta.
  24. Sujarweni, V. W. (2023). Metodologi Penelitian: Lengkap, Praktis dan Mudah Dipahami. Yogyakarta: Pustaka Baru Press.
  25. Suryana, P. (2024). Building a Strong Brand Image: The Role of Storytelling in Marketing. Journal of Economics and Business (JECOMBI), 4(2), 107-115. doi:https://doi.org/10.58471/jecombi.v4i02.81
  26. Tempo.co. (2021). BRI Luncurkan Fitur QR Pedagang, Kini Transaksi Cashless Bisa lewat BRImo. Retrieved from https://www.tempo.co/info-tempo/bri-luncurkan-fitur-qr-pedagang-kini-transaksi-cashless-bisa-lewat-brimo-481058
  27. Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer Acceptance and use of Information Technology: Extending the Unified Theory of Acceptance and use of Technology. MIS quarterly, 157-178. doi:https://doi.org/10.2307/41410412
  28. WA, A. R. M., Desriyantika, E., Hasbullah, ET, M. R., & Indrianni, S. (2024). The Influence of Motivation and Work Environment on Employee Performance in the National Unity and Political Agency of Bandar Lampung City. Global Academy of Multidisciplinary Studies, 1(1), 59-73. doi:https://doi.org/10.35912/gams.v1i1.3375
  29. Wiryawan, Y. F., Tricahyono, D., & Awaluddin, M. (2025). Analysis of Factors Influencing the Adoption of MyTens Application with the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) Model on Account Managers at Telkom Indonesia. International Journal of Accounting and Management Information Systems, 2(2), 131-142. doi:https://doi.org/10.35912/ijamis.v2i2.3229
  30. Yansah, R., Maulana, A., & Shihab, M. S. (2025). The Effect of Personal Selling and Relationship Marketing on Customer Loyalty and Satisfaction as an intervening Variable in PT. Welty Indah Perkasa Palembang Branch. Journal of Digital Business and Marketing, 1(2), 87-94. doi:https://doi.org/10.35912/jdbm.v1i2.3325
  31. Yudhistira, P., & Octaviani, N. (2025). What drives Indonesian travellers to go cashless? Investigating mobile payment adoption through the extended Utaut model. Journal of Applied Structural Equation Modeling, 9(1), 1-27. doi:https://doi.org/10.47263/jasem.9(1)03