Abstract:
This study focuses on both digital and conventional banks to analyze how price,
brand image, service quality, and user experience influence customers’ decision to
use banking services, with trust acting as a mediating variable. The research
involved 405 respondents from Jabodetabek who actively use either digital or
conventional banking services. The sampling method applied was purposive
sampling, and data were collected using an online questionnaire. The study
employed Structural Equation Modelling–Partial Least Squares (SEM-PLS) to
examine the relationships among variables. The determination of minimum sample
size referred to Hair et al. (2010), which states that (Number of indicators + Number
of laten) × 10 is the minimum requirement; thus, with 28 indicators, at least 340
respondents were needed. The actual number of respondents (405) exceeded this
requirement. The model’s validity and reliability were confirmed, and the Goodness
of Fit (GoF) value indicated that the model had a strong overall fit. The results show
that price, brand image, service quality, and user experience each influence trust,
while trust in turn significantly affects the decision to use banking services.
Furthermore, trust mediates the relationship between all independent variables and
decision to use. This implies that while direct effects exist, indirect effects through
trust are equally, if not more, important. Theoretically, this study contributes to the
literature on consumer behaviour in financial services by integrating classical
marketing constructs with trust as a central mediator. Practically, the findings
provide insights for both digital and conventional banks in designing strategies to
strengthen consumer trust, optimize service quality, adjust pricing structures, and
improve user experience to encourage higher adoption and usage of their services.
