The Integrated Marketing Communication and Trust Influence on Purchasing Intention of Digital Salak through Mobile Banking Customer of Government Savings Bank Sector 5: Testing the Role of Technology Acceptance as a Mediator Variable

Abstract

The objective of this research was to study the integrated marketing communication and trust influence on purchasing intention of digital salak through Mobile Banking (MyMo) customer of Government Savings Bank Sector 5: testing the role of technology acceptance as mediator variable. The sample group consisted of customers who use Mobile Banking service of Government Savings Bank Sector 5 in the service area which comprising 4 provinces, namely Nonthaburi, Nakhon Pathom, Suphanburi, and Kanchanaburi totaling 400 people by multistage sampling. The questionnaires were used as the tools for the data collection. The statistics were used to analyze the data such as descriptive statistics including frequency, percentage, mean, standard deviation and inferential statistics was regression analysis. The research result revealed that the integrated marketing communication and trust of customers influenced the purchasing intention of digital salak of GSB’s customers at the statistical significance at 0.01 level. The technology acceptance was the partial mediator variable between the integrated marketing communication and trust with the purchasing intention of digital salak through Mobile Banking of GSB’s customers. This will be a guideline for product development through integrated marketing communication and trust in the bank’s products for the technology acceptance towards digital salak purchasing intention via Mobile Banking service of GSB’s customers.