The The Influence of Digital Campaigns and Data Security on the Usage Decision of the Neobank Digital Bank Application by Generation Z in Indonesia
Pengaruh Digital Campaign dan Keamanan Data terhadap Keputusan Penggunaan Aplikasi Bank Digital Neobank pada Generasi Z di Indonesia
DOI:
https://doi.org/10.21831/jaboa.v1i2.2188Keywords:
Digital Campaign, Generation Z, Data Security, Usage Decision, NeobankAbstract
This study aims to determine the influence: (1) digital campaigns on the decision to use the Neobank digital bank application, (2) data security on the decision to use the Neobank digital bank application, and (3) digital campaign and data security on the decision to use the Neobank digital bank application. This study uses a quantitative approach with a survey method. The population in this study is all users of the Neobank digital bank application. The sampling technique used purposive sampling with a total of 100 respondents. The data analysis techniques used include descriptive analysis, classical assumption tests, simple and multiple linear regressions, and hypothesis tests using SPSS version 23 for windows. The results of this study show that: (1) digital campaigns have a positive and significant effect on usage decisions with a regression coefficient value of 0.842, (2) data security has a positive and significant effect on usage decisions with a regression coefficient value of 1.070, (3) simultaneously, digital campaigns and data security have a positive and significant effect on usage decisions with a determination coefficient value (R2) of 0.726. This shows that 72.6% of usage decisions are influenced by digital campaigns and data security, while the other 27.4% are influenced by other factors that were not studied in the study.
Downloads
Downloads
Published
Issue
Section
License
An author who publishes in the journal "Journal of Applied Business and Office Administration (JABOA)" agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgement of its initial publication in this journal.
Author is permitted and encouraged to post his/her work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
All materials in this site are protected by the law. It is prohibited to quote a part of or all of this website contents for commercial purposes without the permission or consent of the editors.
If anyone finds one article or more in this journal violate or potentially violate one’s copyrights, please report to us through e-mail of Principle Contact.
Legal-formal aspects of accessing any information and manuscript in this journal website refer to the provision of license Creative Commons Attribution-Share Alike (CC BY-SA). Read more about the Creative Commons Attribution-ShareAlike 4.0 Licence here: https://creativecommons.org/licenses/by-sa/4.0/.
All information available in 'Journal of Applied Business and Office Administration (JABOA)' is academic in nature. 'Journal of Applied Business and Office Administration (JABOA)' is not responsible for loss due to the abuse of information in the website.
