The Effectiveness of Robo-Advisor Implementation in Bareksa: a Netnographic Study
DOI:
https://doi.org/10.30872/miceb.v7i1.15572Keywords:
Robo-advisor, Fintech, Bareksa, Netnography, Technology Acceptance Model, Modern Portfolio Theory, Digital Investment BehaviorAbstract
This study examines the effectiveness of robo-advisor implementation in Bareksa, one of Indonesia’s leading digital investment platforms, using a netnographic approach to analyze real user experiences shared across online investment communities. Grounded in Modern Portfolio Theory (MPT) and the Technology Acceptance Model (TAM), the research explores how perceived usefulness, ease of use, trust in algorithmic recommendations, risk profile alignment, and overall user experience shape investor perceptions. Data gathered from social media discussions, forums, and review platforms reveal that users appreciate the accessibility and simplicity of Bareksa’s robo-advisor, yet express concerns regarding algorithm transparency, performance consistency, and perceived risk during market volatility. Findings suggest that effectiveness is influenced not only by technical accuracy but also by digital literacy and community-driven sentiment, highlighting the importance of trust and social dynamics in driving acceptance of fintech innovations in emerging markets
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