Pengaruh agen branchless banking bank xyz terhadap keputusan penggunaan layanan branchless banking bank xyz di jabodetabek: melalui pendekatan aida

The banking industry in Indonesia is growing very rapidly in recent years, from 2012 to 2016 Indonesia's banking assets grew 58% (SPI Vol 15, No. 1 December 2016). However, banking services in Indonesia is still exclusive, because it can not be felt by the entire people in Indonesia, especially those who are domiciled away from the Bank. For the banking industry, it is not easy to provide banking services to the entire people, because the Bank must pay high fees in providing banking services, especially the cost of establishing office and labor costs. With the regulation of the Otoritas Jasa Keuangan (OJK) No.19 / POJK.03 / 2014 issued in 2014, this provision allows Banks in Indonesia to be able to serve banking services to the whole community without having to establish a branchlcss banking office The Bank may cooperate with an agent who has had a previous business to become a representative representative of the Bank in providing services to the public. Banking services that can be done by branchless banking agents is the opening of savings account of basic saving accounts, micro credit, and other financial products such as micro insurance. In the practice of service through this agency, the Bank will provide profit sharing to the agents who are invited to cooperation. XYZ Bank as one of the BUMN Banks that focus on MSME responded positively to the regulation of OJK, XYZ Bank cooperated with branchless banking agent to be able to serve all the society, especially people who are domiciled away from Bank. 1n April 2017, XYZ Bank has 100,311 branchless banking agents spread all over Indonesia, but the problem is not all agents are active in providing services to the public, only 66,344 agents are active in providing banking services. Based on this background, the researcher intends to conduct research on the influence of Bank XYZ's branchless banking agent on the decision to use Bank XYZ's branchless banking service through AIDA theory approach. The purpose of this research is to analyze whether customer perception of Bank XYZ to the branchless banking agent of Bank XYZ affect the awareness, interest, desire and action of customer of XYZ Bank on Bank XYZ branchless banking service. The benefits of this research are expected to be taken into consideration by Bank XYZ in developing the strategy of increasing the transaction of Bank XYZ's branchless banking agent, becoming a reference for further research and developing the researcher's insight on branchless banking. The scope of this research is the respondents used are XYZ Bank customers who live close to branchless banking agents located in Jakarta, Bogor, Depok, Tangerang and Bekasi (JABODETABEK) areas. Sampling technique in this research using purposive sampling technique by setting the sampling area that is in JABODETABEK. The number of respondents taken as many as 340 respondents where 180 respondents are the users of branchless banking agents Bank XYZ and 160 respondents who already understand the branchless banking service but not the user of branchless banking agent Bank XYZ. The research was conducted by using primary and secondary data, primary data obtained by using questionnaire, while secondary data obtained from financial statements of Bank XYZ. Data analysis technique will use structural equation model (SEM) processed by using software LISREL 8.72. The variables used as the measuring instrument of branchless banking agent of Bank XYZ are relative advantage, risk, trust, usefulness and security. Meanwhile, to determine the effect of branchless banking agent of Bank XYZ on the decision of using branchless banking service is the awareness, interest, desire and action variable. In this research, there are two models of testing, that is, the user model of branchless banking agent of Bank XYZ and the model is not the user of branchless banking agent of Bank XYZ, In addition, researchers used the calculation of customer response index to see the effectiveness of branchless banking agents in marketing services branchless banking Bank XYZ. The output data generated from the LISREL 8.72 software is tested by fit model tests to see if the resulting data has a good match to the model. Based on fit model test results, both the user model of Bank XYZ's branchless banking agent and the non-user model of Bank XYZ's branchless banking agent have a good match rate. Aller the model fit test, the researcher tested the validity and reliability test with the result of all the variables in the branchless banking agent user model of Bank XYZ and the non-user model of Bank XYZ branchless banking agent is valid and reliable. In the user model of branchless banking agent of Bank XYZ, it can be seen that the most influential variables are trust, security, usefulness, risk, and relative advantage, while in the non-user rnodel of branchless banking agent Bank XYZ the most influential variables are risk, security, trust, relative advantage and usefulness. The results of the research also found that the branchless banking agent of Bank XYZ is more indirectly influencing the AIDA (awareness, interest, desire and action) variable than its direct influence on the AIDA variable. In the calculation of customer response index (CRI) can be seen that the value of CRI agent branchless banking Bank XYZ in five stages of awareness, comprehend, interest, intention and action gives value above 50% so it can be said that the branchless banking agent Bank XYZ effective in marketing branchless banking Bank XYZ