PENGARUH RISIKO, MANFAAT, KEMUDAHAN, KEAMANAN, DAN KEPERCAYAAN TERHADAP MINAT GENERASI Z DALAM MENGGUNAKAN BRIMO PT BANK RAKYAT INDONESIA DI KOTA SAMARINDA

Abstract

This study aims to analyze the influence of risk, benefit, convenience, security, and trust on generation Z's interest in using BRIMO PT Bank Rakyat Indonesia in Samarinda City. This study uses a quantitative approach, using primary data through questionnaires. Respondents in this study were generation z in Samarinda City who were interested in using BRIMO PT Bank Rakyat Indonesia. The sampling technique used the purposive sampling method with a sample size of 149 respondents. In this study, the analysis tool used was multiple linear regression. The results of this study indicate that (1) Risk does not affect the interest in using BRIMO PT Bank Rakyat Indonesia, (2) Benefits affect the interest in using BRIMO PT Bank Rakyat Indonesia, (3) Convenience affects the interest in using BRIMO PT Bank Rakyat Indonesia, (4) Security affects the interest in using BRIMO PT Bank Rakyat Indonesia, and (5) Trust affects the interest in using BRIMO PT Bank Rakyat Indonesia. Simultaneously, it means that risk, benefits, convenience, security, and trust simultaneously have a positive and significant effect on the interest in using BRIMO in Samarinda City with a significance value of 0.000 < 0.005, and the Trust variable that has a dominant effect on the interest in using BRIMO in Samarinda City is 0.245.