Rico Putra Ramadhan, Iwan Setya Putra

Adopsi Aplikasi Investasi oleh Investor Generasi Z dan Milenial : Analisis Berdasarkan Technology Acceptence Model (TAM)

Introduction

Adopsi aplikasi investasi oleh investor generasi z dan milenial : analisis berdasarkan technology acceptence model (tam). Teliti adopsi aplikasi investasi Neo HOTS Mobile oleh investor Gen Z & Milenial di Jawa Timur. Analisis TAM mengungkap pengaruh kemudahan dan sikap terhadap niat pakai aplikasi investasi.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Usefulness dan Perceived Ease of Use terhadap Intention to Use aplikasi Investasi Neo HOTS Mobile dengan Attitude Toward Using sebagai variabel intervening. Penelitian menggunakan pendekatan kuantitatif dengan metode pengumpulan data menggunakan survey, data dikumpulkan dengan menyebarkan kuesioner kepada 96 pengguna aplikasi Neo HOTS Mobile di Jawa Timur. Hasil dari penelitian ini menunjukan bahwa Perceived Usefulness tidak berpengaruh secara langsung terhadap Attitude Toward Using maupun Intention to Use, sementara Perceived Ease of Use berpengaruh signifikan terhadap Attitude Toward Using, tetapi tidak berpengaruh secara langsung terhadap Intention to Use. Selain itu Attitude Toward Using menunjukan pengaruh signifikan terhadap Intention to Use. Perceived Usefuless dan Perceived Ease of Use masing-masing menunjukan pengaruh tidak langsung terhadap Intention to Use melalui Attitude Toward Using.

Review

The paper titled "Adopsi Aplikasi Investasi oleh Investor Generasi Z dan Milenial: Analisis Berdasarkan Technology Acceptence Model (TAM)" addresses a highly relevant and contemporary topic: the adoption of investment applications, specifically Neo HOTS Mobile, by Gen Z and Millennial investors. Utilizing the well-established Technology Acceptance Model (TAM), the research aims to elucidate the relationships between Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Attitude Toward Using (ATU), and Intention to Use (ITU). The focus on specific demographic cohorts and a particular financial application provides a timely contribution to understanding digital financial behavior, especially as fintech adoption continues to expand among younger generations. Employing a quantitative research design, the study collected data from 96 Neo HOTS Mobile users in East Java via questionnaires. The findings present an interesting interpretation of the TAM framework. Crucially, Perceived Usefulness was not found to directly influence either Attitude Toward Using or Intention to Use. Conversely, Perceived Ease of Use significantly impacted Attitude Toward Using but surprisingly showed no direct effect on Intention to Use. A strong direct link was established between Attitude Toward Using and Intention to Use. Importantly, both Perceived Usefulness and Perceived Ease of Use demonstrated significant indirect effects on Intention to Use, mediated through Attitude Toward Using, underscoring the vital role of attitude formation in the adoption process. This research offers valuable insights by applying the TAM model to a specific investment application targeting younger generations in a regional context. The identified indirect pathways for PU and PEOU through ATU are particularly insightful, suggesting that the formation of a positive attitude is a critical precursor to the intention to use these applications. However, the study's generalizability might be constrained by its relatively small sample size of 96 respondents, which could limit broader applicability to the diverse Gen Z and Millennial investor population. Future research could benefit from larger samples, broader geographical representation, or the integration of additional theoretical constructs beyond TAM, such as trust or perceived risk, to provide a more holistic understanding of investment app adoption. Nevertheless, the study successfully highlights key drivers, particularly the mediating role of attitude, offering practical implications for fintech developers and financial institutions.

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