https://ijafibs.pelnus.ac.id/index.php/ijafibs <p>International Journal of Applied Finance and Business Studies is published with both online and print versions devoted to provide the publication of research finding in finance and business research studies. Objectives The main goal of ijafibs is to present outstanding, high quality research developments in all areas of finance and business research to a broad audience of academicians and professionals.</p> Trigin Publisher en-US International Journal of Applied Finance and Business Studies 2338-3631 https://ijafibs.pelnus.ac.id/index.php/ijafibs/article/view/481 <p>This study examines how behavioral attitudes and social media shape customers’ intentions to adopt SeaBank digital banking service. Rapid fintech growth has pushed banks to enchance digital offerings and attract broadr user bases. Using quatitative methods, data come from 48 respondents via structured questionnaire and the sampling technique used in this study was purposive sampling. Data was conducted using the PLS-SEM revealed that behavioral attitudes significantly boost customer intentions, while social media shows a positive but non-significant impact. The model accounts for 38.8% of intention variance, highlighting attitudes as the dominant driver over social media in digital banking uptake.</p> Nazifah Aini Husnil Khatimah Copyright (c) 2026 International Journal of Applied Finance and Business Studies https://creativecommons.org/licenses/by-nc/4.0 2026-04-23 2026-04-23 14 1 1 7 10.35335/ijafibs.v14i1.481