TINJAUAN AKUNTANSI TERHADAP FITUR-FITUR PRIORITAS GENERASI MILENIAL DALAM MEMILIH BANK

Abstract

This study aims to explore the features of the millennial generation's concern in
choosing banks from an accounting review. Data obtained through a survey of 118
respondents belonging to millennial generation in several cities in Indonesia who are
customers of certain banks using Google forms and questionnaires with closed choices.
Sampling was done by purposive sampling technique. Data analysis was performed
with central tendency and Contingency Table Analysis. It was found that the Bank's
Reputation, Availability of ATM Machines, and Reliable M-Banking Facilities were 3
bank features that were a priority for millennial generation in bank selection. The
research findings do not indicate that millennial customers directly empower
accounting information in determining bank selection based on the features they
choose. It was found that there was a relationship between gender with factors that
were the 3 highest priorities of respondents in deciding to choose a particular bank.
There is no relationship between the area of origin with factors that are the 3 highest
priorities of respondents in deciding to choose a particular bank.