ANALYSIS OF CONSUMER ACCEPTANCE FACTORS AGAINST FINTECH AT BANDUNG SMES

Abstract

The study aims to determine the factors that influence consumer acceptance of Financial Technology (Fintech) products and serviaces at the Bandung SMEs. There are 3 (three) things that are the focus of this study, first, to identify the factors that influence consumer awareness and acceptance of FinTech products and services in Indonesia. Second, to develop a conceptual framework that includes independent variables such as usefulness, ease of use, relative advantage, perceived risk, perceived cost, with the dependent variable consumer acceptance of the products and services that FinTech provides. The empirical framework consists of three steps. Based on the proposed conceptual model, the first step is to design a survey by arranging questions according to the construct. A 7-point Likert scale is applied for each question. The next step is to collect data. The third step is to analyze the data collected using the Structural Equation Model (SEM). SEM is carried out to measure the structural model afterwards because SEM helps access construction and test the proposed theoretical relationships in an integrated manner (Gurski, 2014). The data used are primary data obtained from 136 respondents with incidental sampling method. There are 6 (six) hypotheses that were designed, where one of the findings is that there is a significant relationship between usefulness and consumer acceptance of the Bandung City SMEs to Fintech. The output expected from this research can help FinTech companies make the right decision in promoting their products and services in the country, especially to the Bandung City SMEs.