MSMEs and Fintech: A Comparison of Theory of Trying and Theory of Planned Behavior

Objectives: This study aims at examining the factors that trigger intention of MSMEs owners to use fintech. The theories used in this are Theory Planned Behavior (TPB) and Trying (TT). compares abilities TT TPB predicting investors’ intentions Indonesia when they fintech services.Methodology: population MSME spread across Jakarta, Jogjakarta, Semarang, Surabaya. sample size was 427 respondents. To collect data, a purposive sampling technique quantitative method through questionnaires. Structural Equation Modeling (SEM) with two-stage approach is analyze data.Finding: results shows fits better than explain MSME’s owners’ behavior using services.Conclusion: conclusion showed attitudes, subjective norms, perceived behavioral control significant predictors based on TPB. Furthermore, support social frequency, attitudes TT.