IS CULTURE MAGNIFIED THE INTENTION
7. CONCLUSION
The results of research that variable Effort Expectancy (EE) or the hope of convenience has the greatest influence on customer interest in using internet banking services. This may imply that the higher the level of expectation for convenience after using internet banking services, the higher the individual’s interest in using internet banking services. Then the influential variable in this study is Social Influence which has the next biggest influence on customer interest in using internet banking services. This means that it shows that there is a role from other people / family environment that can influence them to use internet banking services. Then the variable that has the lowest influence on customer interest is Performance Expectancy. This means that the more benefits that will be felt when using internet banking services, the more they will want to use the service. The influencing variables in this study were the Longterm Orientation (LTO) and Uncertainty Avoidance (UA) variables and the variables that did not affect this study were Masculinity (MSC), Individualism (INV), Power distance (PD). It can be concluded that the characteristics of Indonesian society tend to be long term oriented and tend to avoid uncertainty in the interest in using internet banking services.
There are several things that can be used as suggestions for the banking sector as internet banking service providers with the aim that customers want to use internet banking services. Some suggestions include: 1).
The expectation of convenience is the factor that most influences customer interest in using internet banking services. Banks can provide services that make it easier for customers to use with a user interface that is not only attractive but with easy-to-use navigation. Socialization regarding ease of use is also necessary so that customers are aware of the services offered by banks. 2) The characteristics of the Indonesian people tend to think about the short term rather than the longterm benefits so that internet banking service providers must provide services that can provide benefits and convenience in the long and short term so that people intend to use internet banking services. 3) The bank should make services that have benefits tailored to the expectations and needs of consumers
This study also has several limitations which are expected to be improved by conducting further research. Here are some suggestions that can be used for further research: 1) Looking for cultural moderators other than the Hofstede Culture that has a relationship that strengthens one’s intention to use a new service. 2) In this study, it is focused on urban areas, it is better if further research is carried out in rural or urban areas, to see the characteristics of rural culture. 3) Further research is carried out not only focusing on internet banking services but also for mobile banking services and other new technology services.
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