Adoption of Seabank by Generation Z in Semarang City: An Extended Technology Acceptance Model (TAM) Approach

Ilusstration by AI

Semarang— Trust and Social Influence Drive SeaBank Adoption Among Generation Z in Semarang. Research conducted by Afiat Sadida, Rani Raharjanti, and Nurul Azmi from Semarang State Polytechnic was published in the Indonesian Journal of Business Analytics in February 2026.

The research, conducted by Afiat Sadida, Rani Raharjanti, and Nurul Azmi, revealed that Generation Z in Semarang City chooses to use SeaBank not solely because of the app's convenience, but also because of trust and the influence of their social environment. This research highlights the key factors shaping the younger generation's interest in digital banking services, amidst increasing fintech competition and data security concerns.

Background: Generation Z and Digital Banking

Digital transformation in the financial sector has pushed banks to shift toward app-based services. SeaBank, which is integrated with the Shopee e-commerce platform, has become one of the most popular digital banks among young users.

The application offers fast transactions, cashback programs, and a user-friendly interface. However, popularity alone is not enough. Concerns about data security and service transparency continue to influence users’ decisions, especially after several cyber incidents in Indonesia’s banking sector.

Against this backdrop, the research team from Politeknik Negeri Semarang sought to answer a central question: what factors most strongly influence Generation Z’s decision to adopt SeaBank?

Key Findings: More Than Just Ease of Use

The results show that not all factors play an equal role. The main findings include:

Perceived usefulness has a positive impact
Users are more interested when they feel SeaBank helps them manage finances more efficiently.
Trust is a crucial factor
Confidence in data protection and transaction security strongly shapes user attitudes.
Social influence is the strongest driver
Recommendations from friends, family, communities, and social media have the greatest impact.
Ease of use is not statistically significant
For Generation Z, usability is already expected and no longer a decisive factor.
Positive attitude leads to adoption intention
Users with favorable views of SeaBank are more likely to keep using and recommending it.

Statistical analysis shows that social influence and trust outweigh technical aspects such as interface design or navigation features.

Why Ease of Use No Longer Matters

One of the most interesting findings is the limited role of ease of use. For Generation Z, digital applications are part of everyday life. They are used to switching platforms, learning new features, and adapting quickly.

As a result, “easy to use” is seen as a basic standard rather than a competitive advantage. What truly matters is whether an application is trustworthy and socially endorsed.As discussed in the study, for Generation Z, trust and social encouragement are more influential than technical simplicity.

Implications for the Digital Banking Industry

The findings offer important lessons for digital banks and fintech companies in Indonesia.

First, strengthening data security systems must be a top priority. Young users are highly sensitive to issues related to data leaks and online fraud.

Second, service transparency should be improved. Information about fees, privacy policies, and consumer protection must be communicated clearly.

Third, marketing strategies should focus on communities and social media. Campaigns based on testimonials, influencers, and peer recommendations are more effective than traditional advertising.

Fourth, banks should focus on meaningful user experiences. Beyond speed and convenience, services must provide a sense of safety and relevance to young people’s lifestyles.

For policymakers, the study highlights the need to continuously improve digital literacy and consumer protection, especially for younger generations.

Researchers’ Perspective

The research team emphasizes that user attitude serves as the main bridge between perception and adoption.

Afiat Sadida and colleagues conclude that “trust and social influence are the core foundations of digital bank adoption among Generation Z, while ease of use is already taken for granted.”

They also recommend that future studies compare users across different cities or generations to deepen understanding of financial technology adoption.

Author Profiles

Afiat Sadida, S.E., M.M._Politeknik Negeri Semarang
Rani Raharjanti, S.E., M.M._Politeknik Negeri Semarang
Nurul Azmi, S.E., M.M._Politeknik Negeri Semarang

Research Source

Afiah,Rani,Nurul. “Adoption of Seabank by Generation Z in Semarang City: An Extended Technology Acceptance Model (TAM) Approach” Indonesian Journal of Business Analytics, Vol. 6 No. 1, Februari 2026

DOI: https://doi.org/10.55927/ijba.v6i1.16186

URL: https://journal.formosapublisher.org/index.php/ijba