39 UNDERSTANDING USE BEHAVIOR IN MOBILE BANKING: AN EXTENDED UTAUT PERSPECTIVE Rahmiati* Management Doctoral Program, Faculty of Economics, Universitas Andalas, Indonesia Department of Management, Faculty of Economics, Universitas Negeri Padang, Indonesia Perengki Susanto Department of Management, Faculty of Economics, Universitas Negeri Padang, Indonesia Alizar Hasan, Vera Pujani Department of Management, Faculty of Economics and Business, Universitas Andalas, Indonesia Mobile banking is a service bank that benefits both banks and customers by providing value and convenience. However, the success of mobile banking is mainly dependent on how thoroughly customers want to adopt it. Thus, this study recognizes the need to examine the factors that could predict the use of mobile banking and how such a system could contribute to increasing the intensity of use of mobile banking by customers. The conceptual model of this study uses extended UTAUT2, including price value, hedonic motivation, and habit. Data collection was carried out through a questionnaire survey by 137 respondents. Partial least square-structural equation modeling (PLS-SEM) was employed for analyzing the data. The study showed that hedonic motivation significantly and positively influenced behavioral intention and habit. Meanwhile, habit and behavioral intention significantly and positively influence user behavior. Nonetheless, price value was found to have an insignificant impact on behavioral intention to use mobile banking. The implications of the study can allow bank managers to have a better understanding of the critical factors that customers evaluate while using mobile banking apps. Keywords: Mobile banking, price value, habit, behavioral intention, use mobile behavior. Understanding Use Behavior in Mobile Banking: An Extended UTAUT Perspective Received May 28 th 2022 Review June 10 th, 2022 Publish June 30 th, 2022 AFEBI Management and Business Review (AMBR) P-ISSN 2548 - 530X E-ISSN 2548 - 5318 The current issue and full text archive of this journal is available on AFEBI Management and Business Review at: https://journal.afebi.org/index.php/ambr/article/view/555