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This study aims to examine how customer behavior is adopted as a business media by using the UTAUT model developed by Venkatesh. This model illustrates the factors that influence one's acceptance of information technology. There are four constructs / variables, which are significant direct determinants of technological behavior. These four variables are performance expectancy, social influence, effort expectancy, and facilitating conditions. The research method is verification, through an explanatory survey. The population of this study is 121 Bank Jabar Banten (BJB)’s customers who use Fintech as business media. The data analysis technique implemented is partial square-path (PLS-PM) modeling by using Smart 3 software. The results show that \performance expectancy, social influence, effort expectancy, and facilitating conditions have a positive effect on intention behavior and have implications for user behavior based on UTAUT model. This means that the implementation of customer behavior in using Fintech for business needs to consider performance

Application of Customer Behavior in Using Fintech as Business Media Based on the Unified Theory of Acceptance and Use of Technology Model