Analisis Behavioral Intention Lulusan Universitas Gadjah Mada dalam Memilih Kartu GAMA Co-Brand BRI dibandingkan dengan Bank Kompetitor Lain di Universitas Gadjah Mada

Shanti Oktavia, Dr. Agusta Ika Prihanti Nugraheni, S.E., M.B.A

2026 | Tugas Akhir | D4 PERBANKAN

Penelitian ini bertujuan untuk menganalisis pengaruh perceived ease of use, perceived usefulness, trust, dan perceived risk terhadap behavioral intention lulusan Universitas Gadjah Mada dalam memilih Kartu GAMA Co-Brand BRI dibandingkan bank kompetitor lainnya. Latar belakang penelitian ini adalah fenomena bahwa BRI belum menjadi pilihan utama alumni meskipun memiliki jaringan layanan yang luas. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan kuesioner berskala Likert yang disebarkan kepada 100 alumni peserta Program Kartu GAMA Co-Brand periode wisuda Mei 2025 hingga Februari 2026, dipilih melalui purposive sampling. Data dianalisis menggunakan regresi linear berganda dengan IBM SPSS Statistics. Hasil penelitian ini menunjukkan bahwa perceived ease of use, perceived usefulness , dan trust berpengaruh positif dan signifikan terhadap behavioral intention, dengan perceived usefulness sebagai variabel paling dominan. Sementara itu, perceived risk tidak berpengaruh signifikan terhadap behavioral intention, yang mengindikasikan alumni tidak memandang risiko sebagai hambatan dalam memilih BRI. Secara simultan, seluruh variabel independent mampu menjelaskan variasi behavioral intention. Penelitian ini merekomendasikan BRI untuk mengoptimalkan kemudahan penggunaan BRImo, memperkuat transparansi keamanan layanan, serta memberikan insentif bagi alumni baru pengguna Kartu GAMA Co-Brand. 

This study aims to analyze the effect of perceived ease of use, perceived usefulness, trust, and perceived risk on the behavioral intention of Universitas Gadjah Mada graduates in choosing the BRI GAMA Co-Brand Card over other competitor banks. The study is motivated by the phenomenon that BRI has not become primary choice of alumni despite its extensive service network. A descriptive quantitative approach was employed using a Likert-scale questionnaire distributed to 100 alumni who joined the GAMA Co-Brand Card program during the graduation period from May 2025 until February 2026, selected through purposive sampling. Data were analyzed using multiple linear regression with IBM SPSS Statistics. The results show that perceived ease of use, perceived usefulness, and trust each have a positive and significant effect on behavioral intention, with perceived usefulness being the most dominant variable. Meanwhile, perceived risk has no significant effect, indicating that alumni do not perceive risk as a barrier when choosing BRI. Simultaneously, the four variables explain a substantial proportion of the variance in behavioral intention. This study recommends that BRI optimize the ease of use of BRImo, strengthen transparency regarding service security, and provide incentives for new alumni who use the GAMA C-Brand Card.

Kata Kunci : Behavioral Intention, Kartu GAMA Co-Brand, Perceived Ease of Use, Perceived Usefulness, Perceived Risk, Trust.