Bridging the Digital Divide Through Local Wisdom: Determinants of Mobile Banking Adoption Among Subak Jatiluwih Farmers (UTAUT Approach)

DOI

10.2991/978-94-6239-809-2_29How to use a DOI?

Keywords

Mobile Banking Adoption; Perceived Risk; Perceived Enjoyment; Social Influence; Subak Jatiluwih; UTAUT

Abstract

This study examines the determinants of mobile banking adoption among farmers of Subak Jatiluwih, Tabanan Regency, Bali, an UNESCO-recognized irrigation institution grounded in the Tri Hita Karana philosophy. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT), this study empirically examines the effects of Social Influence (SI), Perceived Risk (PR), and Perceived Enjoyment (PE) on farmers’ Behavioral Intention (BI) to adopt mobile banking. A quantitative, explanatory research design was employed, involving 86 respondents selected through purposive sampling from the 631 active members of Subak Jatiluwih, with the sample size determined using Slovin’s formula. Data were collected through a structured questionnaire and analyzed using through SmartPLS’s Ordinary Least Squares (OLS)-based linear regression function, preceded by validity, reliability, and classical assumption testing. The results indicate that Social Influence exerts the strongest positive effect on Behavioral Intention (β = 0.451), followed by Perceived Enjoyment (β = 0.402), whereas Perceived Risk exerts a significant negative effect (β = -0.307). Collectively, the three predictors explain 58.1% of the variance in Behavioral Intention (F = 37.859, p < 0.001). These findings affirm that mobile banking adoption among Subak farmers is shaped jointly by social encouragement, risk perception, and user experience, underscoring the need for adoption strategies that integrate social trust-building, digital-security education, and simplified user-experience design. The study contributes to the limited body of literature on technology acceptance within indigenous, collectively governed agrarian communities and offers practical implications for accelerating financial inclusion in similarly structured rural contexts.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Laily Fauziah
AU  - Upayana Wiguna Eka Saputra
AU  - Leni Anggraini Susanti
AU  - Rifqi Nurfakhrurozi
AU  - Nyoman Indah Kusuma Dewi
AU  - Ida Ayu Putri Widiasuari
PY  - 2026
DA  - 2026/10/24
TI  - Bridging the Digital Divide Through Local Wisdom: Determinants of Mobile Banking Adoption Among Subak Jatiluwih Farmers (UTAUT Approach)
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2026 (ICoSTAS-SAS 2026)
PB  - Atlantis Press
SP  - 294
EP  - 304
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6239-809-2_29
DO  - 10.2991/978-94-6239-809-2_29
ID  - Fauziah2026
ER  -