THE EFFECT OF SERVICE MARKETING MIX AND MOBILE TECHNOLOGY ACCEPTANCE MODEL ON THE CUSTOMER’S DECISION TO USE GHB ALL APPLICATION IN GOVERNMENT HOUSING BANK

Abstract

The objectives of this research were as follows: 1) to study the service marketing mix, the mobile technology acceptance model, and the customer’s decision to use GHB ALL application provided by the Government Housing Bank and 2) to examine the influence of service marketing mix and mobile technology acceptance model, which affect the customer’s decision to use GHB ALL application offered by the Government Housing Bank. The research survey by questionnaire and sample group consisted of 361 customers from the Government Housing Bank and using simple random sampling. Descriptive statistics and multiple regression analysis were employed for data analysis.

The research findings revealed that the service marketing mix, the mobile technology acceptance model and the decision-making process of the customers' usage of the GHB ALL were the highest level. Additionally, the service marketing mix and mobile technology acceptance model had the highest level impact on customers' decision to use the GHB ALL application with a statistical significance level of 0.01. The forecasting equation was able to predict the decision to use GHB ALL Application with an accuracy of 86.60 percent.