PREFERENSI KONSUMEN TERHADAP KEMUDAHAN, KEPERCAYAAN DAN MANFAAT MOBILE BANKING DI BANK JABAR BANTEN KANTOR CABANG PEMBANTU CISAAT MENGGUNAKAN METODE ANALYTICAL HIERARCHY PROCESS (AHP)

In this digital era, indirectly giving birth to new ideas in the community in transactions, especially in financial transactions. Therefore, the banking sector takes advantage of this development as a business opportunity by presenting new products in the technology sector, namely mobile banking service products that can currently be used by all people, and allows customers to enjoy 24-hour banking services without having to visit a bank branch office. The type of data used in this research is quantitative data. The accumulated data used in this study are primary data from questionnaires and using the slovin technique. The results of this research show that the factor in consumer interest which is the main priority is the convenience factor with a weight of 61%, 30% benefits, and 9% trust.

Keywords: Consumer Preference, Mobile Banking, Decision Making, Analytical Hierarchy Process and Software Super Decisions.