THE FACTORS INFLUENCING THE PERCEIVED USEFULNESS TO USE THE BAAC MOBILE APPLICATION AMONG CUSTOMERS OF THE BANK FOR AGRICULTURE AND AGRICULTURAL COOPERATIVES IN TAK PROVINCE IN THE LOWER NORTHERN REGION

Abstract

This study aimed to study the service quality that affects the perception of the benefits of using the BAAC Mobile application and to study the acceptance and use of digital technology that affects the perception of benefits of using the BAAC Mobile application among customers of the Bank for Agriculture and Agricultural Cooperatives (BAAC) in Tak Province. Data were collected using an online questionnaire, using a sample size of 400 people, by finding the mean, standard deviation, frequency distribution and multiple regression analysis. The results of this research found that the service quality of the Bank for Agriculture and Agricultural Cooperatives (BAAC), factors affecting the perception of benefits of using the BAAC Mobile application, and the perception of benefits of using the BAAC Mobile application of the customers of the Bank for Agriculture and Agricultural Cooperatives (BAAC) in Tak Province, the overall level of opinion was at the highest level. The results of the multiple analysis, it was found that Assurance, Reliability, Empathy, Effort Expectancy and Performance Expectancy, significantly affected the Perceived Usefulness of BAAC Mobile Application service of BAAC customers in Tak Province at a statistical level of 0.05.