The Effect of UTAUT3 on Interest in Using BYOND Mobile Banking by BSI with Perceived Enjoyment as a Mediating Variable an Empirical Study of Customers of Bank Syariah Indonesia KCP Batu Diponegoro

Electronic Journal of Education, Social Economics and Technology Vol. 6, No. 2, (2025), pp. 1~8, Article ID: 1186 ISSN 2723-6250 (online) DOI: https://doi.org/10.33122/ejeset.v6i2.1186 Research Article The Effect of UTAUT3 on Interest in Using BYOND Mobile Banking by BSI with Perceived Enjoyment as a Mediating Variable an Empirical Study of Customers of Bank Syariah Indonesia KCP Batu Diponegoro Rizal Zaky Mubarok*, Noor Shodik Askandar, and Muhammad Ridwan Basalamah Master Program, Universitas Islam Malang, Malang, Jawa Timur, Indonesia, 65144 *Corresponding Author: ABSTRACT This study aims to examine the influence of habit, facilitating conditions, and personal innovativeness in IT (Information Technology) on the intention to use the BYOND by BSI mobile banking application, with perceived enjoyment serving as a mediating variable. The theoretical framework is on the extended UTAUT3 (Unified Theory of Acceptance and Use of Technology) framework, integrating psychological and affective aspects of user experience within the context of Islamic digital banking. A quantitative explanatory approach was employed using the Partial Least Squares Structural Equation Modeling (SEM-PLS) method. The study involved 200 active customers of Bank Syariah Indonesia (BSI) KCP Batu Diponegoro branch, selected through purposive sampling. Data were collected through a questionnaire employing a five-point Likert scale. The results indicate that habit and facilitating conditions significantly influence perceived enjoyment, whereas personal innovativeness in IT has no significant effect. Furthermore, habit and personal innovativeness in IT have significant direct effects on intention to use, while facilitating conditions do not. Importantly, perceived enjoyment mediates the relationship between the three independent variables and intention to use, highlighting the crucial role of positive emotional experiences in sustaining the adoption of Islamic mobile banking services. The study contributes to the extension of UTAUT3 by emphasizing the affective dimension in technology acceptance within Islamic finance. Practically, it offers strategic insights for Bank Syariah Indonesia to enhance user-centered digital experiences that foster loyalty and engagement with BYOND as an Islamic financial super-app. Keywords: UTAUT3; habit; facilitating conditions; personal innovativeness; IT; perceived enjoyment; intention to use; BYOND by BSI 1. INTRODUCTION Digital transformation has disrupted the global financial ecosystem through the accelerated integration of information technology into banking services. This transformation marks a fundamental shift from face-to-face services to a digital financial ecosystem that prioritizes efficiency, connectivity, and user experience. From the emergence of ATMs to the era of mobile banking, technological transformation has redefined the paradigm of interaction between financial institutions and customers (Lestari & Fasa, 2025). Globally, mobile banking has become the main channel of modern banking. The number of global users is projected to reach 2.17 billion by 2025, an increase of 35% compared to 2020, with 91% of customers placing digital access as a major factor in choosing a bank (Burnett & Kinder, 2025). This trend is consistent in the Asia-Pacific region, including Indonesia, which has recorded the highest adoption of digital banking services in emerging markets with a penetration rate of 88% (McKinsey, 2021). In the national context, the digitization of the financial sector has demonstrated significant dynamics. Data from Bank Indonesia (2024) indicate that the value of digital banking transactions in January 2024 exceeded IDR 5,335 trillion, growing 17.19% compared to the previous year. The growth in electronic money transactions even reached 39.28%, worth IDR 83.37 trillion. This fact confirms a shift in people's financial behavior towards cashless and application-based transactions. Digitalization is no longer a service differentiation, but has become a key determinant of the banking industry's sustainability. However, this digital acceleration poses fundamental challenges for Islamic banking in Indonesia. This sector is not only required to be technologically competitive, but also to maintain compliance with Islamic principles. Page 1 of 8 Mubarok et al. Electronic Journal of Education, Social Economic and Technology, Vol. 6, No. 2, (2025), pp.1~8, Article ID: 1186 The merger of Bank Syariah Mandiri, BNI Syariah, and BRI Syariah into Bank Syariah Indonesia (BSI) in 2021 was a strategic step towards consolidating the strength of the Islamic finance industry. With assets of more than IDR 245 trillion in its first year of operation (Syariah, 2023), BSI has become the main driver of the digitalization of the national Islamic banking sector. As part of its digital strategy, BSI introduced BYOND by BSI, a super-app that replaces BSI Mobile. This application not only offers conventional financial features such as transfers, payments, and account opening but also provides spiritual and social features such as ZISWAF (zakat, infaq, sadaqah, waqf), prayer time reminders, and sharia financial goal management. With this integration, BYOND by BSI is positioned as primary platform for promoting sharia financial inclusion. However, the success of digitalization is not solely determined by the availability of features. Numerous studies have demonstrated that the sustainability of financial technology use is greatly influenced by the psychological factors of users. In addition to utilitarian aspects such as convenience and usefulness, affective aspects such as perceived enjoyment that is, the pleasure users feel when interacting with technology are important determinants of sustainable adoption (Rahmawati, 2023; Wijaya & Setiawan, 2022). In the context of sharia mobile banking, this positive experience is not merely technological enjoyment, but also a reflection of the harmony between the functional, emotional, and spiritual values of users. Although BYOND introduces various digital innovations, its adoption rate is not yet commensurate with the potential of BSI's digital market. Several customers still show resistance to switching from BSI Mobile to BYOND. Factors such as habit of using the old application, perception of the complexity of new features, and limited digital literacy are the primary obstacles (Anggraeni, 2021). Furthermore, the unequal distribution of infrastructure and digital literacy also effect users adoption behavior. In semi-urban areas such as BSI KCP Batu Diponegoro, for example, users demonstrate a tendency toward heterogeneous technology adaptation. On the other hand, perceived enjoyment in using applications has not been a major focus in the development of sharia digital products, despite empirical evidence suggesting that this variable often has a stronger influence than utilitarian factors (Lin et al., 2022). Studies on technology acce (...truncated)