Student Acceptance of the BYOND by BSI Digital Banking Application: A TAM-Based Descriptive Study

Abstract

This study aims to measure the level of user acceptance of BYOND, a digital banking application developed by Bank Syariah Indonesia (BSI), among university students. The research adopts the Technology Acceptance Model (TAM), incorporating four key constructs: perceived usefulness, perceived ease of use, attitude toward using, and subjective norm. A quantitative descriptive approach was applied through a survey distributed to 100 students from the Digital Marketing Program at Universitas Negeri Jakarta. Data were collected using a structured questionnaire based on validated TAM indicators and analyzed using descriptive statistics with SPSS 25. The results show that student acceptance of BYOND is in the “high” category. Among the four constructs, attitude toward using received the highest average score, followed by perceived usefulness. These findings suggest that students demonstrate a favorable perception and attitude toward the application, while the influence of subjective norms is relatively lower. The study confirms the relevance of TAM in explaining user acceptance in the context of sharia-based digital banking and provides practical implications for optimizing the application’s engagement strategy among Generation Z users.