Analysis of Factors Influencing Generation X's Interest In Using Digital Banks (A Case Study on Seabank Digital Bank)
DOI:
https://doi.org/10.56956/pgs0bg91Keywords:
consumer interest, promotion, ease of use, security, trustAbstract
The swift evolution of information technology has accelerated the banking industry's transition into the Fourth Industrial Revolution, necessitating extensive digital adaptations and the rise of digital banking platforms. While most marketing research on digital banking predominantly focuses on younger demographics (Millennials and Generation Z), this research fills a critical empirical gap by targeting Generation X (ages 45–60) in Jakarta. This segment possesses stable purchasing power but exhibits a cautious tendency in adopting new technology. Utilizing SeaBank as the primary case study, this research employs a retrospective approach to evaluate the initial determinants that drove the existing Generation X users to adopt the platform. Employing a quantitative methodology with purposive sampling, data was gathered from 100 existing SeaBank consumers belonging to Generation X. The analysis, executed via Structural Equation Modeling-Partial Least Squares (SEM-PLS), reveals that Security and Ease of Use exert a positive and significant impact on both Trust and Consumer Interest. Conversely, Promotion has a positive but non-significant effect. Furthermore, Trust acts as a partial mediator between Security and Interest, as well as between Ease of Use and Interest, but fails to mediate the relationship between Promotion and Interest. These findings provide practical insights for digital banks to prioritize cybersecurity infrastructure and intuitive application interfaces rather than short-term marketing incentives to successfully trigger trust and interest among Generation X.
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