The Effects of Perceived Usefulness, Perceived Ease of Use, Brand and Service Trust, Attitude, and Customer Involvement on Behavioral Intention in Cicil Mobile Application

In the era of internet, everything could be done instantly, as well as any business process in the world. Internet user has been spread in all over the world. The biggest user of internet comes from the young age with mobile internet. Mobile Application (or Mobile Apps) has made life easier and convenient, as it can be brought everywhere and help in every situation. This quantitative research was conducted to analyze Cicil Mobile Application Behavioral Intention. The company’s target markets are college students who want to purchase products from internet in credit, but do not have credit card. Variables that was used mostly are from TAM theory. TAM stands for Theory Acceptance Model which was proposed by Davis in 1989. Variable that was studied in this research are perceived usefulness, perceived ease of use, brand and service trust, attitude, and customer involvement. The Research used 150 questionnaires with SEM (Structural Equation Modelling) as its analysis technique and LISREL as the analysis tool. The result of this research proved that Perceived usefulness, Perceived ease of use, and Brand and Service Trust have a positive impact on Attitude, while Attitude and Customer Involvement also have a positive impact on Behavioral Intention. Therefore, all hypothesis are accepted