PENGARUH DIGITAL MARKETING, BRAND TRUST DAN KEMUDAHAN PENGGUNAAN TERHADAP KEPUTUSAN PENGGUNAAN APLIKASI DANA DOMPET DIGITAL PADA GENERASI-Z DI KECAMATAN BAJUBANG BATANG HARI

Abstract

Research on Generation-Z in Bajubang District, Batang Hari Regency, where this study aims to determine the Influence of Digital Marketing, Brand Trust, and Ease of Use on the Decision to Use the Dana application on Generation-Z in Bajubang District. This study uses a quantitative research type. The data collection method is carried out by distributing questionnaires to respondents using a questionnaire. Sampling using the Slovin formula obtained a sample of 100. The analysis tools used are Validity Test, Reliability Test, Multiple Linear Regression, t Test, f Test, and Coefficient of Determination (R²). The results of hypothesis testing on the influence of Digital Marketing variables on the Decision to Use show that the t count value is 1.253 <1.984 t table, thus it can be seen that Digital Marketing does not have a significant effect on the Decision to Use. The results of hypothesis testing on the influence of Brand Trust variables on the Decision to Use show that the t count value is 4.660 > 1.984 t table, so that Brand Trust has a significant effect on the Decision to Use. The results of the hypothesis test on the influence of the Ease of Use variable on the Decision to Use indicate that the calculated t value is 4.378 > 1.984 t table, indicating that Ease of Use has a significant effect on the Decision to Use. The calculated f value is 58.887 > 2.70 f table, indicating that variables X1, X2, and X3 simultaneously have a significant effect on variable Y. The Adjusted R Square value of 0.637 indicates that variables X1, X2, and X3 have a 63.7% influence on variable Y, while 36.3% is influenced by other variables not examined in this study