TECHNOLOGY ACCEPTANCE MODEL FOR IMPROVING PERCEIVED EASE OF USE AND PERCEIVED USEFULNESS IN THE ISLAMIC BANKING INDUSTRY
DOI:
https://doi.org/10.22437/jmk.v15i03.59279Abstract
Abstract
Digital transformation is driving Islamic banks to maximize their corporate websites as tools for marketing, education, and communication with customers. However, the product information presented on these websites remains incomplete, so the effectiveness of digital services has not yet been fully realized. This study aims to explore the application of the Technology Acceptance Model in the development of corporate websites, with a focus on Perceived Ease of Use and Perceived Usefulness. This study employs a descriptive qualitative approach through observation, in-depth interviews, and documentation involving supervisors, marketing staff, customer service representatives, and clients. Data analysis was conducted using the interactive model by Miles, Huberman, and Saldaña through source triangulation to ensure the validity of the research findings. The findings indicate that a user-friendly website enhances the perception of benefits, broadens access to information, supports Islamic financial literacy, and strengthens the effectiveness of digital marketing communication. This study concludes that developing a website focused on the user experience can support digital transformation and sustainably improve the quality of Islamic banking services.
Keywords: Technology Acceptance Model (TAM); Perceived Ease of Use; Perceived Usefulness; Corporate Website Implementation; Islamic Banking Industry.
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