The Adoption of Digital Banking Technology by Consumers of Bank Bjb Cianjur Branch

The Developments of technology have a major impact on changes in public transaction patterns, this has resulted in a number of banks in Indonesia participating in adapting to the times to meet the needs of banking customers. One that is developing rapidly is digital banking services. Developing digital banking products that can be adopted by every bank BJB Cianjur Branch customer is an issue that exists today. Bank BJB Cianjur Branch in this case needs to understand further about the factors that can influence customers in adopting digital banking services. To overcome the issue at bank BJB Branch Cianjur, this study aims to determine the factors that influence customer interest in using digital banking financial services and provide recommendations for marketing strategies for digital banking financial products to bank BJB Branch Cianjur that can be implemented according to customer needs. Respondents in this study were bank BJB Branch Cianjur customers. Factor analysis was carried out on 25 bank BJB customers who use the BJB digi digital banking service and 25 customers who have not adopted the BJB digi digital banking service. The method in this study is a qualitative method with interviews, sampling using non-probability sampling method with purposive sampling technique. Based on the results of the analysis, it was found that the factors that influence customers to use the BJB digi digital banking service are due to the ease of use and perceived usefulness, while the factors that affect customers have not adopted digital banking services include internet experience, trust and credibility. To meet customer needs, it is necessary to develop products, improve security systems and provide guarantees for customers who use BJB digi digital banking. Keywords: Digital Banking, Ease of Use, Perceived Usefulness, Trust and Credibilit