MAMPUKAH PERSIB BANDUNG MENJADI KATALIS PERUBAHAN CITRA FINTECH LENDING ADAKAMI?

Nadina Sri Halimah, NIM.: 21108020081 (2025) MAMPUKAH PERSIB BANDUNG MENJADI KATALIS PERUBAHAN CITRA FINTECH LENDING ADAKAMI? Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study analyzes the factors that influence the intention and behavior of using Adakami fintech lending by Bobotoh in Java Island with the UTAUT2 model. The survey results of 198 respondents show that habit, social influence, hedonic motivation and trust have a significant positive effect on usage intention. However, promotion through Adakami’s partnership with Persib Bandung did not have a significant impact in strengthening the relationship between intention and usage behavior. The findings indicate that trust-building and user experince strategies are more effective than sponsorship-based promotions in driving adoption of fintech services.

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