Role Analysis: Trust in Mediating Informal Learning towards Customer Behavior to use Electronic Banking

Abstract

This study aims to analyze the role of trust in mediating informal learning on customer behavior to use electronic banking in one of the cities in Eastern Indonesia. The sampling technique used in this study was purposive sampling. Data was collected by giving questionnaires directly to respondents. The total sample that can be further analyzed is 110 respondents. Data analysis using Structural Equation Modeling - SEM using the AMOS program. The results show that trust is proven to mediate informal learning on customer behavior to use electronic banking. Based on the three findings of this study, it appears that trust can fully mediate the relationship between informal learning and the actual behavior of customers in using electronic banking. Based on the results of this study, the trust variable is very important in predicting customer behavior. Therefore, service providers need to understand customer trust and this information can only be obtained through ordinary research results.