Pengaruh Paparan Iklan, Risiko dan Keamanan Data Terhadap Keputusan Penggunaan Aplikasi Pinjaman Online pada Karyawan Pabrik
DOI:
https://doi.org/10.35473/jibaku.v6i2.5106Keywords:
paparan iklan, risiko, keamanan data, keputusan penggunaan pinjaman onlineAbstract
The increasing use of online loan applications among the public, including factory workers, has prompted the need for an in-depth study of the factors influencing user decisions, namely advertising exposure, potential risks, and the level of data security, which are key considerations in utilizing digital financial services. This study aims to analyze the influence of advertising exposure, risk, and data security on factory employees' decisions to use online loan applications. This study uses a quantitative approach, collecting data through questionnaires distributed to factory employees. The data obtained were analyzed using Structural Equation Modeling (SEM) to test the relationship between variables. The results show that advertising exposure and risk have a positive and significant influence on the decision to use online loan applications. Meanwhile, data security shows a significant negative influence on the decision to use online loan applications. The R-square value of 0.524 indicates that 52.4% of the variation in the decision to use online loan applications can be explained by advertising exposure, risk, and data security, while the remaining 47.6% is influenced by factors outside the research model. Based on these results, it can be concluded that advertising exposure, risk, and data security have a significant influence on the decision to use online loan applications among factory employees.
Abstrak
Meningkatnya penggunaan aplikasi pinjaman online di kalangan masyarakat, termasuk karyawan pabrik, telah mendorong perlunya studi mendalam tentang faktor-faktor yang memengaruhi keputusan pengguna, yaitu paparan iklan, potensi risiko, dan tingkat keamanan data, yang merupakan pertimbangan utama dalam memanfaatkan layanan keuangan digital. Penelitian ini bertujuan untuk menganalisis pengaruh paparan iklan, risiko, dan keamanan data terhadap keputusan karyawan pabrik dalam menggunakan aplikasi pinjaman online. Penelitian ini menggunakan pendekatan kuantitatif, mengumpulkan data melalui kuesioner yang dibagikan kepada karyawan pabrik. Data yang diperoleh dianalisis menggunakan Structural Equation Modeling (SEM) untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa paparan iklan dan risiko memiliki pengaruh positif dan signifikan terhadap keputusan untuk menggunakan aplikasi pinjaman online. Sementara itu, keamanan data menunjukkan pengaruh negatif yang signifikan terhadap keputusan untuk menggunakan aplikasi pinjaman online. Nilai R-square sebesar 0,524 menunjukkan bahwa 52,4% variasi dalam keputusan untuk menggunakan aplikasi pinjaman online dapat dijelaskan oleh paparan iklan, risiko, dan keamanan data, sedangkan sisanya 47,6% dipengaruhi oleh faktor-faktor di luar model penelitian. Berdasarkan hasil tersebut, dapat disimpulkan bahwa paparan iklan, risiko, dan keamanan data memiliki pengaruh signifikan terhadap keputusan untuk menggunakan aplikasi pinjaman online di kalangan karyawan pabrik.
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