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

Abstract

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.