International Journal of Research in Business and Social Science IJRBS ISSN: 2147-4478 Vol.4 No.4, 2015 www.ssbfnet.com/ojs Page15 Factors Affecting the Intention to Reuse Mobile Banking Service Ceva Lavenja Arahita School of Economics and Business, Telkom University, Bandung, Indonesia Jurry Hatammimi School of Economics and Business, Telkom University, Bandung, Indonesia Abstract The accelerated advancement in technology resulted to the appearance of Self Service Technology. One form of self-service technology in the banking sector is the presence of mobile banking. This study aims to examine the influence of five factors toward the reusing of Mobile Bank Central Asia (BCA) in Bandung. Those factors used in this study were the extension of Technology Acceptance Model (TAM) constructs, i.e perceived usefulness, perceived ease of use, perceived credibility, customer awareness and social influence. Data was collected through distributed questionnaire to 100 respondents who used Mobile BCA by using judgment sampling. Multiple linear regression technique was employed to investigate the influence among variables. This study empirically concluded that consumer intention to reuse BCA mobile services was positively influenced by social influence, customer awareness and perceived ease of use. On the other hand, perceived usefulness and perceived credibility did not influence the intention of reusing Mobile BCA in Bandung. Further study is suggested to use probability sampling technique to cover the real voice of mobile banking user in Bandung and to explore the lack influence of perceived usefulness and perceived credibility toward reusing of Mobile BCA. Key Words: Mobile Banking; Technology Acceptance Model; Intention To Reuse JEL classification: M31 Introduction The The development of technology has created a new digital age (Kotler and Amstrong, 2008). The rapid increase of technological developments drives business people to adopt quickly to this development. The increasing competition in the banking industry also encourages the industry itself to quickly adapt to the existing market development. The banking industry is currently vying with each other to improve the quality of its services for the convenience of its customers. In the midst of the emergence of innovations, the use of self-service technology is one that is in demand by customers (Meuter et al., 2005). Self-service activity is the practice of customers to serve themselves and the interaction of human services is replaced by technology (Kotler and Keller, 2009). Some ways in which to improve services, among others, are by providing a wide range of facilities that make it easier for customers to do all banking